Determinants Influencing Millennials’ Green Product Purchase Decisions in Thailand
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This study investigates the determinants influencing Thai Millennials’ decisions to purchase green products, with particular attention to the roles of social media advertising exposure, perceived brand value, brand credibility, and brand trust. A quantitative survey was conducted among 400 respondents aged 24–41, all of whom had purchased at least one green product in the previous year. Data were analyzed using descriptive statistics and multiple regression analysis (MRA) at a 0.05 significance level. The results indicated that social media advertising exposure was rated relatively high (M = 3.98, SD = 0.72); however, it did not significantly predict perceived brand value (H1: β = 0.670, p > 0.05), brand credibility (H2: β = 0.760, p > 0.05), or brand trust (H3: β = 0.811, p > 0.05). These findings suggest that frequent exposure to digital advertising alone does not significantly shape core brand perceptions among Thai Millennials. In contrast, perceived brand value (H4a: β = 0.282, t = 6.425, p < 0.001), brand credibility (H4b: β = 0.288, t = 5.050, p < 0.001), and brand trust (H4c: β = 0.355, t = 6.898, p < 0.001) were found to significantly and positively influence green product purchase decisions. The regression model demonstrated strong explanatory power, accounting for 74.9% of the variance (R² = 0.749, Adjusted R² = 0.747, F(3, 396) = 398.87, p < 0.001).
These findings underscore that psychological brand perceptions—rather than advertising exposure—are the key drivers of environmentally responsible consumer behavior. For marketers aiming to promote sustainable consumption, the study highlights the importance of trust-based and value-driven communication strategies. Aligning brand narratives with Millennials’ environmental values may enhance brand loyalty and encourage the long-term adoption of eco-friendly products.
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