ปัจจัยที่มีอิทธิพลต่อความตั้งใจซื้อสินค้าเพื่อสิ่งแวดล้อม กลุ่มเครื่องสำอางและบำรุงผิว Factors Influencing Green Purchase Intention of the Cosmetic and Skin Care Product
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Abstract
The objective of this research was to examine the factors of perceived corporate social responsibility, perceived product quality and product trust on green purchase intention in the cosmetic and skin care product. This quantitative research used the questionnaire to collect data from a sample of 328 consumers who have used green products of the cosmetic and skin care category. The research instrument was questionnaire. The statistics used in the data analysis were descriptive analysis and structural equation model analysis. The results found that the factors of perceived product quality and product trust have direct effects on green purchase intention. The factors of perceived corporate social responsibility and perceived product quality have direct effects on trust in environmental products. Whereas the factors of perceived corporate social responsibility have an indirect effect on green purchase intention. The results of this research provided guidelines for green product manufacturers and distributors to focus on marketing communications by providing truthful and interesting information about product quality and the environmental benefits that consumers will receive. This illustrates the characteristics and image of green products that influence the better satisfaction and trust of consumers.
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