Development of the PDPSAP Model for Predicting Consumers Purchase Intention toward Garbage Bag Packaging Products in Bangkok and Metropolitan Area

Abstract

This article aimed to develop the PDPSAP Model, which integrates four major theories: Innovation Diffusion Theory, Digital Marketing Theory, Perceived Quality Theory, and Theory of Planned Behavior, to predict consumers' purchase intention toward garbage bag packaging products. This mixed-methods study collected quantitative data from 300 consumers selected through multistage sampling and qualitative data from 15 entrepreneurs selected through purposive sampling. Data were collected using questionnaires for the quantitative phase and in-depth interview guides for the qualitative phase. Structural Equation Modeling (SEM) and content analysis were employed as the primary data analysis methods.

The research findings demonstrated that the PDPSAP Model was appropriate for predicting purchase intention toward garbage bag packaging products, with all fit indices meeting acceptable criteria (χ²/df = 2.45, GFI = 0.92, AGFI = 0.89, CFI = 0.95, RMSEA = 0.065, SRMR = 0.058). All five independent variables—Product Innovation (β = 0.35), Digital Marketing (β = 0.25), Perceived Quality (β = 0.32), Subjective Norms (β = 0.15), and Attitude (β = 0.48)—significantly influenced purchase intention at the .05 statistical significance level. Attitude exerted the highest influence, followed by Product Innovation and Perceived Quality. The PDPSAP Model explained 68.5% of the variance in purchase intention. The qualitative findings corroborated the quantitative results, revealing that entrepreneurs prioritize developing eco-friendly products and utilize social media as a primary marketing channel for communicating with consumers. These research findings can be applied to develop marketing strategies and improve product design for the packaging industry.