Original title: Application of the Extended Theory of Planned Behavior Model to Investigate Purchase Intention of Green Products among Thai Consumers
The researchers surveyed Thai adults with at least a high-school education about their intention to buy green products. They used a model that links buying intentions to a person’s attitude, social pressure, and sense of control over buying. All three were positively linked to purchase intention. Environmental knowledge was linked indirectly through those factors, while environmental concern was linked to intention and to some of the factors that shape it.
Imagine deciding whether to bring a reusable bag to the shops. You may want to use one, think your friends approve, and feel able to remember it. It is hard to tell which of those things most shapes your decision. In this paper, those three parts of the shopping decision correspond to attitude, social expectations, and perceived control in the consumers’ intention to buy green products.
People who design or promote green products need to know what shapes buying intentions. In this Thai survey, environmental knowledge mattered indirectly through people’s attitudes, social expectations, and sense of control—not directly through purchase intention.
The abstract reports a survey of 483 Thai adults over 18 with at least a high-school education. It does not establish whether the reported links cause purchase intentions, whether intentions lead to actual purchases, or whether the findings apply to other groups or countries.
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Application of the Extended Theory of Planned Behavior Model to Investigate Purchase Intention of Green Products among Thai Consumers — Kamonthip Maichum, Surakiat Parichatnon, Ke-Chung Peng — Sustainability — doi:10.3390/su8101077
Abstract licence: CC BY
Explanation generated by Synthesis from the abstract — it is not the original paper.