Effects of 5A Marketing Strategy and Online Influencers Credibility on Green Products Purchasing Behavior via Online Channel of Generation Y Consumers in Bangkok
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Abstract
This study aims 1) to study green products consumers' purchasing behavior via online channel, 2) to examine the influence of marketing strategies (aspect of aware, appeal, ask, act, and advocate) on green products consumers' purchasing behavior via online channel, and 3) to explore the influence of online influencers credibility (aspect of expertise, attractiveness, trustworthiness, and similarity) on green products consumers' purchasing behavior via online channel. This research applies quantitative methods, using an online questionnaire to collect data from 400 Generation Y consumers in Bangkok who aged 27 to 42 (as of 2023) and had purchased green products via online channel. The statistical techniques used to analyze the data included percentage, mean, standard deviation, and multiple regression analysis. The findings showed that in overall, the level of green products consumers' purchasing behavior via online channel is at high level. Marketing strategies factors in aspect of aware, appeal, and advocate positively influenced on green products consumers purchasing behavior via online channel, while the ask aspect negatively influenced on green products consumers purchasing behavior via online channel. Additionally, online influencers credibility factors in aspect of attractiveness, trustworthiness, and similarity positively influenced on green products consumers purchasing behavior via online channel with a significance of 0.05.
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