The Green Marketing Strategy Affecting Trust and Purchase Intention of Consumers in Thailand


  • Veerasak Jinarat


Green Marketing Strategy, Trust and Purchase Intention


The objective of this study is to analyze the predictive influence of green marketing on consumers' trust and intention to purchase green products.. The data were collected from 217 consumers in Thailand. The data were analyzed using multi-regression analysis. The research results revealed that green marketing strategy including product, price, place and promotion influenced consumers’ trust and purchase significantly at .05. Green products influenced consumers’ trust and purchase intention at 41% and 42%, respectively. Thus, the reliability and the awareness of the value of natural environment influenced trust and purchase intention of green products significantly with the reliability of more than 20%. Besides, the results confirmed that the reliability of green products was the main factor in buying green products in daily life.      


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บทความวิจัย (Research Article)