The Influence of Environmental Attitude, Social Influence and Product Attributes Factors towards Consumer Purchase Intention in the Green Personal Care (Skincare) Products among Female consumers in Bangkok, Thailand

Abstract

This study has an objective to study the influence of factors that affect consumer purchase intention in green personal care (skincare product) which are three independent variables of environmental perception, social influence and product attributes factors toward one dependent variable of consumer purchase intention. The method of study is quantitative research. The data was collected by convenient and snowball sampling and total number of respondents are 243 respondents which all of them is female who lives in Bangkok, experience in skincare in the past 12 months and know green skincare product. The questionnaires consist of multiple-choice questions for demographic and consumer behaviour data and five-point likert scale in both independent variables and dependent variable. The data analysis method was descriptive statistics and multiple linear regression analysis. The result is partially supported in two hypotheses which are environmental perception and product attributes. However, sub-variables in environmental concern, green perceived price and the social influence variable were considered to be weakness as it was not supported. The highest impact of sub-variable factor towards consumer purchase intention was green perceived quality, followed by environmental attitude, green perceived availability and environmental knowledge. The implications of this study are to enhance deeper comparison among environmental, product and consumer factors towards consumer purchase intention to be a key approach for the success of green skincare product in Bangkok.