การศึกษาอิทธิพลตามแนวคิดโมเดล ESG และ แนวคิด Customer Centric ผ่านทัศนคติของผู้บริโภคชาวไทยที่มีต่อการตัดสินใจซื้อรถยนต์ไฟฟ้า EV ในเขตกรุงเทพมหานคร

Papob  Puttimanoradeekul; Suthinan  Pomsuwan

Authors

Papob Puttimanoradeekul Graduate School, Bangkok University, Khlong Luang District, Pathum Thani 12120, Thailand
Suthinan Pomsuwan Graduate School, Bangkok University, Khlong Luang District, Pathum Thani 12120, Thailand

Keywords:

ESG Model, Customer-Centric Concept, Decision to Purchase, Electric Vehicles (EVs)

Abstract

This research aimed to: 1. study the factors influencing electric vehicle (EV) purchase decisions in Bangkok Metropolitan Area; 2. analyze the direct and indirect relationships of the ESG model concept on Thai consumers’ attitudes and EV purchase decisions in Bangkok Metropolitan Area; 3. analyze the direct and indirect relationships of the Customer Centric concept on Thai consumers’ attitudes and EV purchase decisions in Bangkok Metropolitan Area; and 4. examine the mediating role of Thai consumers’ attitudes between (1) the ESG model concept and EV purchase decisions in Bangkok Metropolitan Area, and (2) the Customer Centric concept and EV purchase decisions in Bangkok Metropolitan Area. This study employed quantitative research methodology. Data were collected from 400 respondents who were interested in and decided to purchase EVs through vehicle reservations at the 46th Bangkok International Motor Show 2025. The research instrument was a questionnaire that was tested for validity and reliability, with a reliability coefficient of 0.878. Data were analyzed using descriptive and inferential statistics, including Structural Equation Modeling. The findings revealed that both the ESG model concept and the Customer Centric concept had a direct influence on EV purchase decisions and an indirect influence through Thai consumers’ attitudes at a statistical significance level of 0.05. In addition, Thai consumers’ attitudes had a direct influence on EV purchase decisions at a statistical significance level of 0.05. Consumers’ attitudes also functioned as a mediating variable linking the influence of external factors, namely the ESG model concept and the Customer Centric concept, to EV purchase decisions. The findings of this research can be used as a guideline for promoting ESG knowledge and sustainable consumption in order to raise awareness and encourage environmentally friendly consumer behavior in the long term.

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