Paper Title
A Study on the Consumers' Buying Behavior Towards Green Products in Bangkok
Abstract
In spite of global awareness towards health, pollution and environmental issues, consumers have started to
evidence a marked preference on green products and play their roles in environmental protection. However, green
consumption cannot be controlled but arises from the value held by consumers. As a result, it is essential to understand
which factors stimulate customers in buying environmentally friendly products. Hence, the objective of this study aims at
determining factors influencing Thai consumers on buying green products. Cross-sectional data were carried out with the
respondents in Bangkok, Thailand, through questionnaires. Data were analyzed using descriptive statistics and factor
analysis employed to test the proposed hypotheses. From the analysis, the respondents still had less knowledge about green
products. The study also revealed that the barrier in buying green products was the price of the products which are higher
than non-green ones. The results from factor analysis revealed that there were nine factors influencing consumers’ behaviors
on green products i.e. perception on environmental concerns, safety and health concerns, green packaging, convenience to
buy, environmental attitude, subjective norms, green product management, environmental laws and perceived value. Finally,
strategies for Thai government and relevant authorities were recommended and further study was also discussed in this
paper.
Keywords - Buying behavior, Decision Making Trial and Evaluation Laboratory (DEMATEL), Environmental issues,
Factor analysis, Green products,