CORPORATE REPUTATION, ENVIRONMENT-RELATED PERSONAL TRAITS, AND DEMOGRAPHIC FACTOR AFFECTING CONSUMER BEHAVIOR IN ENVIRONMENTALLY FRIENDLY PRODUCT
Keywords:
corporate reputation, environment-related personal traits, consumer behavior, environmentally friendly productAbstract
This research aimed to study the influence of corporate reputation, environment-related personal traits, and demographic factor on consumer behavior in the environmentally friendly product. The research used the questionnaire as the research tool for data collection. The sample was 389 customers who bought the environmentally friendly products in Phetchabun by purposive sampling method. The research apply descriptive statistics and partial least squares analysis to examine the effect of the independent variables on the dependent variable. The research results revealed that: (1) the majority of respondents were below 30 years-old average and the largest percentage of income group was less than 40,000 Baht per month, (2) the ultimate model of this study consisted of 3 independent variables included corporate reputation, Age, Income and the dependent variable was consumer satisfaction in environmentally friendly product, (3) all 3 independent variables of the final model had significantly influence consumer behavior in environmentally friendly product and could explain the variances of dependent variable by 12.10 percent, and (4) the main finding of this research was the key factors that affected the consumer behavior in environmentally friendly product including corporate reputation in terms of consumer CSR, the information disclosure for consumer, the reliable information for consumer, the accurate information for consumer, consumer age and income.
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