Factors Influencing the Consumer Buying Decision of Coffee with Green Packaging

Abstract

This research aimed to study the differences in demographic behaviors of drinking coffee that influenced the decision to buy coffee with green cup packaging and to study the relationship between marketing mixed with the decision to buy the coffee with green coffee cup packaging. The research had found that: (1) Main populations were in Watthana and Bangna and were females, aged 31-40 years with a bachelor's degrees, of private companies’ or banks’ employees with monthly incomes of Baht 15,001-30,000 and status married. (2) The main reasons to drink coffee cups including coffee cans were to help relieve stress and stimulate body awaken while workings. The consumers mostly drank coffee at their offices. A cup of coffee was cost of Baht 41-80. The consumers mostly made decision to buy coffee on their own will at the amount of 1 cup per day, and they drank coffee themselves at the coffee shops. (3) Consumers rated the importance of the marketing mixed influenced the decision making to buy coffee with green packaging at moderate in overall. The places of distribution were rated at high level, and the products, prices, and promotions were rated at moderate level. (4) Consumers made decision to buy coffee with green packaging at moderate level. (5) Consumers with different locations, careers, and status influenced the decision making to buy coffee with green packaging differently, (6) Consumers with different buying reasons, frequencies, and coffee places influenced the decision making to buy coffee with green packaging differently, and (7) The overall marketing mixed and incomes had the relative significant with the decision making to buy coffee with green packaging.