EXAMINING THE RELATIONSHIP BETWEEN ENVIRONMENTAL KNOWLEDGE AND CONSUMERS' GREEN BUYING INTENTIONS
Keywords:
buying intentions, environmental knowledge, trust, green labeling, theory of planned behaviorAbstract
This study aimed to examine factors influencing environmentally friendly product purchase intention. Based on the theory of planned behavior (TPB), environmentally friendly product purchase intention among consumers in Thailand was examined. An online questionnaire was used to collect data from 400 respondents with quota sampling to ensure equal distribution based on gender and age. Structural Equation Modeling (SEM) was applied in data analysis. The findings indicated that environmental knowledge had a significant positive effect on environmental labels and consumer trust. This demonstrated that knowledge and understanding were essential for effective and trustworthy utilization of environmental labels. The values obtained from the structural model were as follows: x2 /df = 2.405, GFI = 0.832, AGFI = 0.804, CFI = 0.917, NNFI = 0.867, and RMSEA = 0.059, which indicated the quality and suitability of the model for research.
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