An Assessment of Consumer Purchasing Intention Towards Environmentally Friendly Packaging For Ready-to-drink Tea and Coffee From The Study of Consumers Visiting Terminal 21 Mall, Asok, Bangkok

Abstract

Data from 275 respondents sampled by simple random sampling, collected using a self-administered questionnaire survey with 8 components and 58 items online was processed in SPSS 20. Data were analyzed, and descriptive statistics were interpreted for each item. Data were further analyzed to test the relationship between internal qualities of the ready-to-drink tea and coffee beverage, perceived values, environmentally conscious consumer behavior with the purchasing intention towards environmentally friendly packaging for RTD tea and coffee beverage using multiple regression analysis, and interpreted. Finally, the factors influencing consumer purchasing intention towards environmentally friendly packaging for ready-to-drink tea and coffee beverage; and green marketing implications to improve consumer purchasing intention towards environmentally friendly packaging for ready-to-drink tea and coffee beverage were concluded based on these findings of this study.