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

By Kamonthip Maichum, Surakiat Parichatnon, Ke-Chung Peng. 2016

703 citations recorded by the source corpus.

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.

Subfields: Management, Monitoring, Policy and Law, Marketing

View Paper: https://www.semanticscholar.org/paper/5e3aabb4572495cff80249228b1dcd3f6b80f3ac

How researchers see this paper

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In Management, Monitoring, Policy and Law

1. Philip Wong
2. Lei Wang
3. B. Tan
4. Myriam Ertz
5. S. M. Pang
6. Huanbin Song
7. Sizhen Zhang
8. T. Lau

In Marketing

1. Philip Wong
2. Lei Wang
3. Myriam Ertz
4. S. Naz
5. Sikander Ali Qalati
6. M. Y. Bhutto
7. Faisal Rana
8. Cai Li

Citations in the corpus

• Investigating Young Consumers’ Purchasing Intention of Green Housing in China (2018, background): “Attitude toward purchasing GH and subjective norm had a significant influence on purchasing intention, which is consistent with the findings in extant studies [26,62].”
• The demographic impact of consumer green purchase intention toward Green Hotel Selection in China (2020, positive): “This study also establishes that relationships, as well as the TRA and TPB model, are reliable theoretical models to help explain consumer green purchase behavior (Maichum et al., 2016; Mohamad et al., 2014; Paul et al., 2016).”
• Purchase intention toward organic food among young consumers using theory of planned behavior: role of environmental concerns and environmental awareness (2020, methodology): “Environmental awareness or environmental knowledge interchangeably used by previous scholars, was measured using three items taken from Maichum, Parichatnon, and Peng (2016) and two items taken from Asif et al. (2018).”
• Adoption of Energy-Efficient Home Appliances: Extending the Theory of Planned Behavior (2020, background): “Moral issues have been found to influence the subjective norms that determine behavior in moral situations [42].”
• Antecedents of Consumers’ Purchase Intention towards Organic Food: Integration of Theory of Planned Behavior and Protection Motivation Theory (2021, background): “In conclusion, this research revealed that response efficacy and subjective norm were strong predictors of purchase intention towards organic food, both directly and indirectly through attitude, and these results are consistent with the past studies [30,69,73].”