A Study on Factors Affecting Customer’s Attitude toward Intention to Purchase Green Products in Bangkok, Thailand.

Abstract

In the study, the factor that can affect customer’s attitude toward intention to purchase green products in Bangkok, Thailand. The dependent variable is intention to purchase green products, and the independent variables which include Health Consciousness, Environmental attitude, Environmental knowledge, Environmental advertising, Price, Green Product, Eco-label, Social influence, Corporate Social Responsibility, Brand Image.

The study focuses on factors This paper describes tem independent variables which are Health Consciousness, Environmental attitude, Environmental knowledge, Environmental advertising, Price, Green Product, Eco-label, Social influence, Corporate Social Responsibility, Brand Image and only one dependent variable which is customer’s attitude toward intention to purchase green products. There are 400 questionnaires were send to target population in the Green Product market. In the questionnaires will be nine sections to cover all the independent variables and dependent variables. And judgment with convenience of non-probability sampling was applied during that time.