Remanufactured Product Purchase Behavior among Thai University Students
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Abstract
Modern consumers are paying attention to environmental problem solutions and demonstrating their intentions to buy green products. However, the actual sales amount of environmentally friendly products has not adequately increased, especially for certain products that consumers are still not familiar with the production processes and environmental benefits. For instance, remanufactured products are possibly misperceived as old products as they employ end-of-life-cycle products taken back from consumers to the remanufacturing process. Hence, it is essential to examine the factors driving more purchases of those products.
This research proposes the extended Theory of Planned Behavior (TPB) Model with newly added variables, including 1) Knowledge on Environmental Damage, 2) Environmental Protection Perception, and 3) Green Corporate Image, to predict remanufactured product purchase behaviors. This quantitative study collects the data via questionnaire survey and conducts the analysis with Structural Equation Model (SEM) via SmartPLS.
The findings confirm that all antecedents are positively associated with the remanufactured product purchase intention and purchase behavior. Multi-group analyses reveal that the positive impact of environmental protection perception is larger among respondents with experience purchasing green products and with previous awareness on sustainability, comparing with respondents without green purchase experience and without awareness on sustainability.
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
เนื้อหาและข้อมูลในบทความที่ลงตีพิมพ์ในวารสารบริหารธุรกิจและสังคมศาสตร์ มหาวิทยาลัยรามคำแหง ถือเป็นข้อคิดเห็นและความรับผิดชอบของผู้เขียนบทความโดยตรง ซึ่งกองบรรณาธิการไม่จำเป็นต้องเห็นด้วย หรือร่วมรับผิดชอบใดๆ
บทความ ข้อมูล เนื้อหา รูปภาพ ฯลฯ ที่ได้รับการตีพิมพ์ในวารสารบริหารธุรกิจและสังคมศาสตร์ มหาวิทยาลัยรามคำแหง ถือเป็นลิขสิทธิ์ของวารสารบริหารธุรกิจและสังคมศาสตร์ มหาวิทยาลัยรามคำแหง หากบุคคลหรือหน่วยงานใดต้องการนำบทความทั้งหมดหรือส่วนหนึ่งส่วนใดไปเผยแพร่ต่อ หรือเพื่อกระทำการใดๆ จะต้องได้รับอนุญาตเป็นลายลักษณ์อักษรจากวารสารบริหารธุรกิจและสังคมศาสตร์ มหาวิทยาลัยรามคำแหง ก่อนเท่านั้น
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