Green Marketing Strategies Affecting the Decision to Purchase Environmentally Friendly Community Products in Rayong Province
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Abstract
Over the past decade, the volume of solid waste in Thailand has increased rapidly, contributing to the depletion of natural resources, air and water pollution, and global warming. This research aims to: (1) study consumer behavior regarding the decision to purchase environmentally friendly community products; (2) compare consumer decisions based on demographic information and purchasing behaviors for these products; and (3) examine the influence of green marketing on purchasing decisions for community products. The population comprises consumers who have previously purchased or are likely to purchase environmentally friendly community products in Rayong Province. With a sample of 400 participants selected purposively, data was collected through questionnaires. Statistical methods include percentage, mean, standard deviation, t-test, F-test, and multiple regression analysis.
The findings reveal that most respondents are female, aged between 31-40 years, with an education level below a bachelor’s degree, primarily self-employed, and married, with an average income between 10,001 and 20,000 Baht. Most purchase these products less than once a month, with the primary reason being the presence of eco-friendly labels indicating health safety. Respondents mainly purchase for household use and intend to repurchase in the future, with most transactions occurring in physical stores. Furthermore, differences in personal factors and consumer behaviors affect purchasing decisions for community products. Additionally, green marketing factors positively influence purchasing decisions under the green logistics concept, particularly in service processes, products, promotions, and in-store elements. These insights could enhance consumer awareness and support community-based enterprises in the future.
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