Consumer Behavior and Marketing Factors that Influence the Decision to Purchase Environmentally Friendly Products of Generation Y. In the Lower Northeastern Region of Thailand

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Boosayamas Chuenyen
Umarin Ratree
Chottagamart Polsri
Rattanaporn Saelee


The purpose of the research was to: 1) study demographic characteristics (gender, status, education level, occupation, and monthly income) that influence the decision to purchase environmentally friendly products. 2) Study consumer behavior that influences the decision to purchase environmentally friendly products in Generation Y. 3) Study the marketing factors that influence the decision to purchase environmentally friendly products by Generation Y in the lower northeastern region of Thailand (Buriram, Surin, Sisaket, and Ubon Ratchathani provinces). This quantitative research was used to collect data from a sample of 400 people who had derived from the calculation of Taro Yamane's formula. Using a random sampling method, the data collected from the questionnaire were analyzed using descriptive statistics, consisting of averages, standard deviations, t-tests, F-tests, and multiple regression analyses. The result of this found that 1) the consumer is female, single status, bachelor's degree level, private business career, and monthly income 10,001–20,000 bath. 2) Different consumer behaviors have different influences on the decision to purchase environmentally friendly products of Generation Y, and 3) marketing factors that influence the decision to purchase environmentally friendly products, including communication, needs, costs, and convenience, were statistically significant at 0.05. In order for manufacturers to consider marketing factors that influence the decision to purchase environmentally friendly products, which will lead to increased sales in the future.

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Chuenyen, B., Ratree, U., Polsri, C., & Saelee, R. (2024). Consumer Behavior and Marketing Factors that Influence the Decision to Purchase Environmentally Friendly Products of Generation Y. In the Lower Northeastern Region of Thailand. Journal of Arts Management, 8(1), 288–307. Retrieved from
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