The Sustainable Product Attributes of Herbal Product Selected by Consumers in Bangkok Metropolitan

Abstract

The objectives of this research study were to 1) study the relationship between demographic factors and sustainable product attribute of herbal products among consumers in Bangkok and 2) study the relationship between demographic factors and consumer behavior in purchasing herbal products. In Bangkok The target group is consumers who purchase herbal products. Living in Bangkok,     a total of 450 people, the sample size was determined using Cochran's formula and convenience sampling was done, which collected data using questionnaires via an online system. This research study used a questionnaire as a research tool. Analyzed with descriptive statistics including frequency distribution, percentage, mean, and standard deviation. One-way analysis of variance and Independent Sample t-test were used to test hypotheses. The majority of the sample were female, aged between 31–40 years, single, had a bachelor's degree or equivalent, and were employed as employees/private company employees. and had an average monthly income between 20,001 - 30,000 baht. The research results found that the sample group had a habit of purchasing herbal products. Most choose to buy herbal products because they feel they are safe to use. Choosing to buy through pharmacies and behavior in choosing herbal products Most of the sample were people who had previously used herbal products by selecting them from drug stores/pharmacists as recommended. The results of the one-way analysis of variance of demographic factors affecting product attribute of sustainable products of herbal products found that the factors Age demographics Different educational levels, occupations, and average monthly incomes The level of importance given to sustainable product attribute of herbal products was given at a statistical significance of 0.05