Using The Theory of Planned Behavior to Determine Factors influencing DoiKham product Consumption behavior

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题名:	Using The Theory of Planned Behavior to Determine Factors influencing DoiKham product Consumption behavior
作者:	Sornphaibun, Watcharaphorn
贡献者:	經營管理學系
关键词:	Theory of planned behavior;Environmental concern;Intention to purchase
日期:	2015
上传时间:	2015-10-19 05:23:19 (UTC+0)
出版者:	亞洲大學
摘要:	The purpose of this study is to examine the factors influencing consumer purchase intention of DoiKham products on Theory of Planned Behavior (TPB). The research methods are composed of quantitative method that is the assessment of organic product consumers’ intention to purchase behavior towards DoiKham products with a standardized survey of 416 respondents in Thailand. Then the data was analyzed by applying Statistical Package for the Social Sciences (SPSS), the results showed that attitude, subjective norm, perceived behavior control and environmental concern which shows significant influence on intention to purchase toward DoiKham products. The results of this study could be a great reference for anyone considering organic products, policy makers, marketers and entrepreneur to undertake the finding to understand more about their customers and improve their environmentally-friendly product business plan. And provided strategic suggestions to achieve sustainable development, efforts should go beyond purchasing intention to sustainable consumption.
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