Attitude Toward Green Products, Intention to Receive Marketing Communication that Affects the Purchasing Behavior of Green Products of Chinese Students in Dormitories at Valaya Alongkorn Rajabhat University
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Abstract
This quantitative research was the study to: 1) the level of green product buying behavior of Chinese students living in dormitories at Valaya Alongkorn Rajabhat University, 2) the relationship between green attitudes in purchasing products and green shopping behaviors, 3) the relationship between intention to be exposed to marketing communications that affect green product buying behavior, and 4) predict the correlation equation of attitudes towards green products. The intention to be open to marketing communication and green product buying behavior by selecting a specific sample of 350 Chinese students was used to analyze the correlation to measure the relationship of variables using regression equations.
The results showed that 1) the level of behavior in buying green products of the study group was very high, 2) the correlation between green attitudes in purchasing products and green behavior in purchasing products. 3) The correlation between the intention to receive communication from the seller and the behavior to buy green products is equal to 0.755, and 4) the correlation equation of attitudes towards green products: the intention to open to marketing communication and the behavior of buying green products is -0.18 + 0.931, the attitude towards green products is + 0.995 of the intention to be open to marketing communications.
Manufacturers should utilize information related to green products in business planning, including production processes and the design of promotional activities, in order to foster positive consumer attitudes toward green products. This, in turn, can enhance consumers’ willingness to engage with marketing communications and lead to green purchasing behavior, thereby stimulating sales and contributing to long-term business profitability.
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- บทความหรือข้อคิดเห็นใดๆ ในวารสารคุณภาพชีวิตกับกฎหมายเป็
- กองบรรณาธิการไม่สงวนสิทธิ์
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