Application of the Extended Theory of Planned Behavior Model to Investigate Purchase Intention of Green Products among Thai Consumers

Kamonthip Maichum, Surakiat Parichatnon and Ke-Chung Peng
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Kamonthip Maichum: Department of Tropical Agriculture and International Cooperation, National Pingtung University of Science and Technology, No. 1, Shuefu Road, Neipu, Pingtung 91201, Taiwan
Surakiat Parichatnon: Department of Tropical Agriculture and International Cooperation, National Pingtung University of Science and Technology, No. 1, Shuefu Road, Neipu, Pingtung 91201, Taiwan
Ke-Chung Peng: Department of Agribusiness Management, National Pingtung University of Science and Technology, No. 1, Shuefu Road, Neipu, Pingtung 91201, Taiwan

Sustainability, 2016, vol. 8, issue 10, 1-20

Abstract: Green products are among the widely used products worldwide due to their environmental benefits. However, information on the consumers’ purchase intention towards green products in developing countries, such as Thailand, is lacking. This study aims to investigate Thai consumers who are aged over 18 years, and whose base education is high school, on purchase intention for green products by using an extended framework of the theory of planned behavior (TPB). We derived and examined the model through structural equation modeling in a sample of 483 respondents in Thailand. The findings of this model indicated that consumer attitude, subjective norm and perceived behavioral control have significant positive influences on the purchase intention for green products. Furthermore, our results indicated that environmental concerns have a significant effect on attitude, perceived behavioral control and purchase intention for green products, but subjective norm. Moreover, environmental knowledge had no significant effect on the purchase intention for green products. Instead, it had a distinct indirect effect through attitude towards purchasing green products, subjective norm and perceived behavioral control. The findings from this study contribute to improving the understanding of intention to purchase green products, which could play a major role towards sustainable consumption.

Keywords: environmental concern; environmental knowledge; green products; purchase intention; sustainable consumption; theory of planned behavior (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2016
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (122)

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Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:8:y:2016:i:10:p:1077-:d:81208

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