The Determinant Factors in the Adoption of Reverse Logistics Products in Thailand: The Application of the Theory of Planned Behavior

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Chuthin Thanasarnaksorn

Abstract

This study investigates the relationship between three main variables of the Theory of Planned Behavior, which are Attitude, Subjective Norms, and Perceived Behavioral Intention, and the willingness to pay more for the manufacturers of products in Thailand that employ a reverse logistics approach. In addition, satisfaction was added as the fourth factor as an extension to the conceptual framework. A total of 436 respondents consisting of faculty members and students completed online questionnaires that were distributed to universities all over Thailand, and multiple regression analysis revealed that attitude, subjective norms, and satisfaction with previous purchases significantly influenced the willingness to pay more for products that employ a reverse logistics approach, or green products, which eventually significantly influenced actual purchase behavior.

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