Behaviors and Marketing Mix Affecting Customers’ Purchasing Decisions on Environmentally Friendly Products in Bangkok

Abstract

The purpose of this research was to study Demographic characteristics, behaviors, and marketing mix affecting customers’ purchasing decisions on environmentally friendly products in Bangkok. A set of questionnaires was used to collect data from 400 samples of people who had purchased environmentally friendly products in Bangkok. Descriptive statistics and multiple regression were applied for data analysis. The results of this research found that most of the customers were self-employed females, aged 31-40 years old, with a bachelor's degree, and had an average monthly income of lower than or equivalent to 15,000 Baht. When considering the marketing mix based on the hypothesis testing separately, it was found that: in the aspect of the product,  most consumers considered 4R features including reduce, reuse, recycle, and repair; in terms of price, most consumers were concerned about a reasonable price when compared to the value of environmentally friendly products; in the aspect of the place, most consumers thought that environmentally friendly products were widely distributed in general shopping malls and stores dedicated to selling environmentally friendly products; regarding marketing promotion, most consumers viewed that the campaigns of government organizations and related private sectors had a contribution to the environmental conservation trend.