Influence of the Perceptions and Attitudes towards the Consumption Behavior of Consumer Products Based on Environmental Concerns of Consumers in Thailand.

Abstract

The objectives of this study were to (1) study and compare customers’ perceptions of environmental consumer products classified by demographic factors : gender, age, educational attainment, marital status, employment status and income, (2) examine and compare customers’ attitudes towards environmental consumer products classified by demographic factors, (3) explore and compare customers’ decision-making behaviors of purchasing environmental consumer products classified by demographic factors, and (4) investigate the influence of the environmental perceptions and attitudes towards consuming environmental consumer product behaviors of Thai customers. The population used in this research is that people in the south of Thailand, Northeast, North, and Central Bangkok and its vicinity. Aged 15-74 years were used in this study then calculated using the Yamane’s formula by means of random sampling, multi-stage divided into four sectors, including the Bangkok Metropolitan Region. The total sample of 400 people, including 2,000 in the research tools used in the statistical analysis were percentage, average, standard deviation. The statistics used to test hypotheses, including t-test, ANOVA analysis, and Multiple regression analysis.

The research results were as follows: (1) Regarding to three perception factors: the perceptions on consumer product criteria and environmental consumer product criteria as well as green marketing, Thai customers’ perceptions were found at a high level. (2) Thai customers’ attitudes towards environmental consumer products were overall found at a high level. (3) Thai customers’ decision-making behaviors of using and purchasing environmental consumer products were also found at a high level and (4) Environmental perceptions and attitudes have influences on customers’ decision-making behaviors of purchasing and using environmental consumer products at 16. 4 and 9.4 per cent respectively. It was also found that differences in gender, age, educational attainment, employment status, and income led to differences in environmental perceptions and attitudes and decision-making of environmental consumption behaviors.

It can be concluded that perceptions and attitudes of customers in all parts of Thailand have influences on perceptions of using and purchasing behaviors of environmental consumer products. The recommendation from this study is that its results can be used as the information to specify the policy and marketing strategies integrated with environmental perspectives in business.