Influences of Green Eating Behaviors Underlying the Extended Theory of Planned Behavior: A Study of Market Segmentation and Purchase Intention

Sasichakorn Wongsaichia, Phaninee Naruetharadhol, Johannes Schrank, Premchai Phoomsom, Kanjakhon Sirisoonthonkul, Vorrapol Paiyasen, Sedthawut Srichaingwang and Chavis Ketkaew
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Sasichakorn Wongsaichia: International College, Khon Kaen University, Khon Kaen 40002, Thailand
Phaninee Naruetharadhol: International College, Khon Kaen University, Khon Kaen 40002, Thailand
Johannes Schrank: International College, Khon Kaen University, Khon Kaen 40002, Thailand
Premchai Phoomsom: International College, Khon Kaen University, Khon Kaen 40002, Thailand
Kanjakhon Sirisoonthonkul: International College, Khon Kaen University, Khon Kaen 40002, Thailand
Vorrapol Paiyasen: International College, Khon Kaen University, Khon Kaen 40002, Thailand
Sedthawut Srichaingwang: International College, Khon Kaen University, Khon Kaen 40002, Thailand

Sustainability, 2022, vol. 14, issue 13, 1-20

Abstract: Green food has been introduced into the market for several years. Nevertheless, most Thai consumers do not commonly purchase green food in their daily routine. This research article aims to identify the market segments and significant factors affecting green food purchase intention in Thailand based on the theory of planned behavior. It employed a sample of 458 green food consumers in five regions of Thailand. Based on the Food-Related Lifestyle model, we used cluster analysis to classify the market segments. Additionally, we employed a multi-group structural equation modeling technique to explore and compare customers’ behaviors in different segments. The results demonstrated two primary market segments for green food products, including (1) non-green consumers and (2) green consumers. The findings indicate that green consumers’ self-realization related to environmental issues positively affects their attitude and purchase intention, while non-green consumers reveal none of these relationships. Surprisingly, social norms related to green food consumption influence non-green consumers’ attitudes toward green food more than it does toward green consumers. This research paper enlarges the understanding of Thailand’s green food market regarding the market segments (non-green and green consumers). Furthermore, it points out implications on how marketing practitioners may penetrate those segments.

Keywords: green food; green labeling; green consumer; food-related lifestyle; food industry (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

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