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Title: Factors affecting consumers' purchase decisions on green products in a developing market

Authors: Watcharapoj Sapsanguanboon; Wethaya Faijaidee

Addresses: Centre for Strategy and Enterprise Competitiveness (STECO), King Mongkut's University of Technology Thonburi, Bangkok, Thailand ' Centre for Strategy and Enterprise Competitiveness (STECO), King Mongkut's University of Technology Thonburi, Bangkok, Thailand

Abstract: As consumers are reducing their usage of environmentally destructive resources owing to increasing concerns about environmental issues, businesses in an environmentally friendly market can exploit the resulting expansion opportunities. The most crucial factors affecting consumers' purchasing decisions regarding green products are environmental awareness and social influences. Generally, the crucial factors that positively affect consumers' intentions to purchase green products include social influence, knowledge of environmental issues, environmental attitude, marketing communication, and product design and variety. Based on the results, we recommend the following for organisations that do not promote green products: the establishment of strict regulations on environmentally friendly products the production of biodegradable products, the emphasis on local ingredients, the exploitation of various media to increase consumers' awareness on green products and campaigns to reduce, refrain and stop the usage of environmentally harmful products.

Keywords: green product; purchasing decision; developing market; environmentally friendly product; marketing communication; product design; environmental awareness; social influence; environmental issues; biodegradable products.

DOI: 10.1504/WREMSD.2024.137122

World Review of Entrepreneurship, Management and Sustainable Development, 2024 Vol.20 No.2, pp.256 - 271

Received: 02 Sep 2023
Accepted: 30 Nov 2023
Published online: 01 Mar 2024 *