Sripatum Chonburi Academic Journal

DIGITAL TRANSFORMATION AND THE NEW ERA IN AVIATION BUSINESS

Lalitlak Tharekes — 2024-07-01

This article aimed to study the use of digital technology, contactless innovation of the current aviation business, and the benefits, limitations, and adaptation to digital transformation in the aviation business. Nowadays, the aviation industry is facing a significant change driven by the power of digital transformation, which is an important tool to improve the travel experience. Digital technology is integrated in every stage of the journey, from the ticketing process to the baggage claim stage, to provide a smooth and seamless travel experience. It is also a touch reduction, which was crucial in the course of the recent Covid-19 pandemic. At the present, the aviation business has introduced digital technology to provide services at every step of the journey, such as booking tickets, contactless payments, travel check-in via application or website electronic passport, automatic loading of luggage, automatic immigration, and automatic airplane boarding gates, etc., which provide passengers with a smooth and seamless travel experience. Contactless technology can help improve operational efficiency by reducing the need for human interaction. This frees up employees to focus on other tasks, such as customer service and reduces waiting time. Airlines need to adapt themselves to meet modern changes, budget resources should be allocated and planned to support digital transformation including preparing to find and train employees to have skills in managing digital technology. However, digital technology may not be able to solve some complex service problems. Therefore, existing technology should be developed to make it easier for people to use in order to gain a competitive advantage and step into the digital transformation efficiently.

APPLYING COMPETENCY TO ORGANIZATIONAL MANAGEMENT

Parichat Kunpluem — 2024-07-01

Competency is one of the tools widely used in organizational management. Organizations apply various forms of competencies, including core competency, managerial competency, functional competency, and personal attributes. This study aimed to examine the impact after organizations have applied competency in managing the organization and study the guidelines for applying competency in organizational management. It was found that core competency affected increasing efficiency and effectiveness of employees. Educational factors influenced core competency in different work environments. Jobs heavily relying on competency included human resource management. Effective application of competency involved fostering participation, teamwork, and communication throughout the organization. Guiding the application of competency in organizational management involved identifying core competencies that drove the organization, providing opportunities for employees to express opinions, show potentials, and ensure equal contribution to organizational development in order to foster a sense of belonging among the employees. It was essential for an organization to build a strong team, establish a high-quality communication system, create a supportive work environment for applying competencies, and develop a learning-supportive organizational culture and continuous development. This could start with the higher-educated group before gradually spreading across the organization. Studying the outcomes after using competency helped identify the advantages, disadvantages, and recommendations for accurate and appropriate future applications of competency in organizations.

AIR TRAVEL EXPERIENCES FOR THE ELDERLY

Chotika Punpookboon — 2024-07-01

This article aimed 1) to explore the significance of air travel for the elderly and 2) to examine the services and amenities that airlines provide for senior passengers. Since the increasing elderly demographic, declining birth rates, advancements in medical care, and health consciousness have significantly reduced mortality rates among the elderly, the elderly demographic has become a crucial customer base both presently and in the future across all sectors, including the aviation industry. According to information from the International Air Transport Association (IATA), airlines, related research organizations, research, and various scholarly articles, it was found that the aviation industry placed significant emphasis on elderly passengers. This was evident in the preparation of service formats, provision of amenities, and aircraft design planning to ensure comfort and convenience for elderly travelers. Specifically, elderly passengers were categorized into those who did not require special assistance and those who did, depending on age and health conditions. The objective was to enhance the air travel experience for elderly passengers. According to the 2023 global passenger survey, 80% of the passengers requiring special assistance expressed satisfaction with the level of service provided, highlighting advancements in accessible travel options. Additionally, various airlines had noted a significant increase in demand for special assistance, particularly from elderly passengers and those requiring additional support. This underscored airlines' efforts to tailor services and amenities to meet the diverse needs of elderly passengers, serving as a guideline for the International Air Transport Association (IATA), related entities, and airlines in managing service development and convenience enhancements.

MARKETING MIX FACTORS THAT INFLUENCE THE DECISION TO BUY FROZEN FOOD FROM IMPORTED SEA SKY INTERTRADING CO., LTD

Eaksanti Saewong — 2024-05-21

This research aimed to study 1) marketing mix factors, 2) the decision to purchase frozen food from the Sea Sky Intertrading Co., Ltd., 3) the decision to purchase frozen food from that company classified by personal information, and 4) market mix factors affecting the decision to purchase frozen food from that company. This research used a sample of 180 customers who purchased frozen food in the company and were gained by simple random sampling method computer random. The data were analyzed by t test, F test, One-Way ANOVA and Multiple Regression Analysis Enter Regression Method.

It was found that most female respondents, aged 31-40 years, had bachelor's degrees and worked for private businesses or were business owners purchasing 1-3 times a month. The spending was less than or equal to 10,000 baht and they purchased the products for processing them. The marketing mix factors were at a significant level. The difference in personal information in gender, age, education level, occupation, purchase frequency, the amount used per time, and purchasing objectives affected the decision to purchase frozen food from the Sea Sky Intertrading Co., Ltd. Distribution channel and marketing promotion influenced the decision to buy frozen food from the company with statistical significance at the .05 level.

SERVICE QUALITY THAT AFFECTS SATISFACTION WITH THE SERVICES OF PEST CONTROL COMPANIES IN BANGKOK

Parisa Phoosiri — 2024-06-07

This research aimed to study 1) service functions, 2) demand levels, 3) comparison of pest control services in Bangkok in various locations, and 4) service areas delivered effects on services provided during the provincial pest extermination period. The samples were 400 people who have used the company's services to get rid of pests in Bangkok. A questionnaire was used as the data collection tool. The statistics used to analyze the data included frequency, percentage, average, standard deviation, hypothesis testing using t test (t test for Independent Samples), F test (One-Way ANOVA), and Multiple Regression Analysis (Enter Regression).

It was found that most respondents were female under or equal to 30 years of age, had bachelor's degrees, were employed, had an average monthly income of 15,001-20,000 baht, and had a service duration of 1 year. The quality of service was at a very important level. Satisfaction was at the level of high agreement. Age, educational level, occupation, average monthly income and different service periods affected satisfaction with the services of different pest control companies. The aspects of service concreteness, reliability or trustworthiness, confidence, and understanding the needs of service recipients influenced satisfaction with the services of pest control companies with a statistical significance at the .05 level.

ELECTRONIC WORD-OF-MOUTH, DESTINATION IMAGE, AND MOTIVATION AFFECTING DECISION TO TRAVEL TO TIBET AUTONOMOUS REGION AMONG TOURISTS IN THE NORTHERN REGION, THAILAND

Ying Jing — 2024-06-07

The purposes of this study were to study 1) the opinion level of the Electronic Word-of-Mouth, destination image, motivation, and the decision to travel to Tibet autonomous region among tourists in the Northern region of Thailand and 2) factors affecting their decision to travel there. The samples selected by the specific random sampling method were 385 consumers aged 20 years and up who decided to travel to Tibet autonomous region. The study tool was an online questionnaire. Data were analyzed by frequency, percentage, mean, standard deviation and multiple regression analysis (enter regression method).

The results showed that the Electronic Word-of-Mouth, destination image, motivation, and decision to travel to Tibet autonomous region among tourists in the Northern region of Thailand were at a high level. The Electronic Word-of-Mouth (β=.32), destination image (β=.28), and motivation (β=.22) affected the decision to travel there with statistical significance at the .05 level. This could predict the decision to travel to Tibet autonomous region among tourists in the Northern region, Thailand at 53.90 percent.

THE DEVELOPMENT DOMESTIV TERMINALS OF LAEMCHABANG PORT PHASE 3

Kraiwat Pitakkorn — 2024-06-07

The objectives of this research were to study 1) problems, obstacles, and factors affecting the development of domestic cargo ports, and 2) guidelines for developing domestic cargo ports, which supported the transportation of goods by coastal ships and transport ships in the Laemchabang Port Phase 3 areas. The analysis of internal factors and external factors (SWOT Analysis) were conducted. Data were obtained from executives and operators involved in port operation who answered an open-ended questionnaire, 3 of whom were specifically selected and 15 of whom were selected by a 5-level rating scale type. The opinions obtained from the open-ended questionnaires concerning the current domestic freight transport situation and development of a domestic cargo terminal in the Laem Chabang Port Phase 3 areas were then analyzed. The statistics used in data analysis included mean and standard deviation.

It was found that the rating level of service users on all 4 factors, namely, the factor of wharf services, factors in the operation of cargo lifting tools, product operations factors, and financial and other factors, were at a high level of 4.10, 4.00, 4.03 and 3.71, respectively. Strengths and opportunities included having infrastructure and back-port areas that could be linked with multimodal transport to transport goods to various destinations within the country. Weak points and obstacles included rules, regulations and rules of the Port Authority of Thailand that were not conducive to a competitive business environment. These made it impossible to create business alliances. Besides, the current burden rates that have not yet been changed to the burden rate structure according to the Cabinet announcement in 1991 and the information technology system could not connect to private operators. As a result, the data could not be used to manage and solve various problems effectively.

TECHNOLOGICAL LEADERSHIP OF PRIVATE SCHOOL ADMINISTRATORS UNDER CHONBURI PROVINCIAL EDUCATION OFFICE

Jaruwan Charoenwutwittaya — 2024-06-07

The objectives of this research were 1) to study level of technological leadership of private school administrators under Chonburi Provincial Education Office and 2) to compare the technological leadership of those administrators classified by gender, educational background, work experience, and school size. The sample groups, determined from table for Krejcie and Morgan and gained by stratified random sampling according to school size and simple random sampling by lottery, were 306 teachers under Chonburi Provincial Education Office in Academic Year 2023. The research instrument was a five-scale rating questionnaire with an index of Item Objective Congruence (IOC) at .95 and a reliability at .98. The statistics used for data analysis included frequency, percentage, mean, standard deviation, t test, F test and one-way analysis of variance.

The research results were found, as follows: 1) Regarding the technological leadership of private school administrators according to the teacher's opinion under Chonburi Provincial Education Office, it was found that the overall score was a high level with mean scores ranking from highest to lowest, as follows: ethics in the use of technology, the technology in measurement and assessment, the technology in teaching and learning, the establishment of a technological vision, and the utilization of technology in administration. 2) With regards to the comparison of the technological leadership of private school administrators as perceived by teachers under Chonburi Provincial Education Office, it was found that the technological leadership of private school administrators as perceived by teachers, when classified by gender, generally had no significant difference, but when classified by educational qualifications work experience, and school size, showed statistically significant difference at the .05 level.

GUIDELINES FOR PARTICIPATORY ADMINSTRATION IN SCHOOL UNDER PRACHINBURI PRIMARY EDUCATIONAL SERVICE AREA OFFICE 1

Phutthida Thubthong — 2024-06-07

The objectives of this research were to study the problems of participatory management in schools under Prachinburi Primary Educational Service Area Office 1 according to the opinions of school administrators and teachers, and to study the principles of participatory management in those schools. This was. The samples, selected by multi-stage sampling method, consisted 286 school administrators and teachers under Prachinburi Primary Educational Service Area Office 1 in Academic Year 2022 who provided quantitative data and 12 people including the director and deputy director of the Prachinburi Primary Educational Service Area Office 1 and 10 school administrators selected by purposive sampling. The instrument used to collect data were a questionnaire and focus group discussion. Data were analyzed by frequency, percentage, standard deviation, and content analysis.

Research results were as follows: 1) The level of participatory administration in educational institutions under Prachinburi Primary Educational Service Area Office 1 was overall at a very high level, ranked by mean scores from highest to lowest, respectively: participation in operations, participation in benefits, participation in evaluation, and participation in decision making. 2) There were 4 guidelines of participatory administration in schools under Prachinburi Primary Educational Service Area Office 1, as follows: participation in operations, in which administrators provided opportunities for teachers to participate in decision-making, planning, and implementation of various activities within the educational institution; participation in decision making, in which the administrators provided the teachers and stakeholders with opportunities to participate in decision-making processes related to school operations; participation in benefits, in which the administrators recognized and commended teachers for their efforts in teaching and learning management; and participation in evaluation, in which the teachers were given opportunities to participate in the evaluation of the school's performance management.

A COMPARISON OF DEMOGRAPHIC FACTORS ON RE-VISIT INTENTION AT BAN CHIANG COMMUNITY, UDON THANI PROVINCE

Rumpapak Luekveerawatta, & et al. — 2024-06-21

This study aimed to examine the potentials in various aspects regarding the Thai Puan cultural tourism resources of Ban Chiang community and to compare the demographic factors on the likelihood of repeat visits. The samples selected by systematic sampling method were 446 tourists who answered a questionnaire. The data were analyzed by the percentage, mean and standard deviation to explain the general background information, and personal factors of the tourists, and by t test and F test, and One-Way ANOVA statistics to test the hypothesis.

It was found that most of the samples were males, aged between 31-43 years, with bachelor's degrees. Most of them were married Thai civil servants who had a monthly income of more than 30,000 baht, lived in their own homes, traveled with friends, and spent per visit in the amount of 15,001-20,000 baht. The potentials in arts and culture values, tourism management (prices of products and services), potentials to develop basic facilities, and potentials for tourism development from external factors were at the highest level. The hypothesis testing results showed that there were demographic factors of different educational levels on different re-visit intention.

A STUDY OF THE TEACHING EFFICIENCY OF THE STATISTICAL ANALYSIS FOR BUSINESS SUBJECT AT DUSIT THANI COLLEGE, PATTAYA, ACADEMIC YEAR 2023

Anurak Tongkaw — 2024-06-21

The purpose of this research was to study and compare the level of students’ opinions regarding the efficiency of teaching and learning in the subject of Statistical Analysis for Business offered in Semester 1/2023 at Dusit Thani College, Pattaya. This research was survey research with data collected from all 60 students. The research instrument was a questionnaire checked for content validity by three experts and checked for reliability. Statistics used for data analysis included the mean and standard deviation of the single population.

It was found that the students' opinions were at the level of strongly agreement that the teaching and learning arrangements were efficient in the dimensions of the teaching of teacher, teaching media equipment, and measurement and evaluation, and the students' opinions were at the level that they agreed that teaching and learning were efficient in the dimension of teaching and learning through the online system. Besides, the results indicated that the efficiency in teaching and learning that received the lowest score was the use of the learn.dusit.com (Moodle) or MS Teams systems, which made students understand the content more. Therefore, the Dusit Thani College, Pattaya campus should urgently take action in development.

THE RECOVERY OF RESTAURANTS AFTER THE SPREAD OF THE COVID-19 VIRUS IN THANYADURI DISTRICT, PATHUM THANI PROVINCE

krirkpol Phosaeng — 2024-06-25

This research aimed to investigate the key factors that contributed to the recovery of restaurant entrepreneurs in Thanyaburi District, Pathum Thani Province, following the COVID-19 pandemic and to compare the characteristics of those restaurant entrepreneurs with the identified factors that influenced restaurant recovery. The study sample consisted of 100 restaurant owners operating dine-in establishments in Thanyaburi District, Pathum Thani Province. This sample size was determined using Krejcie and Morgan's sample size calculation formula, considering a total population of 135 restaurants. The researchers specifically targeted dine-in restaurants operating during evening hours, as these establishments were most severely impacted by the pandemic. Data were collected using a questionnaire administered to purposively selected restaurant owners and analyzed using various statistical methods, including frequency, percentage, mean, standard deviation, t test (Independent Samples), F test, and One-Way ANOVA Analysis.

It was found that 57 female entrepreneurs were women with an average age between 46 and 55 years old, 48 of them held bachelor's degrees, 39 restaurants’ average monthly revenue was higher than 45,001 baht, 37 restaurants had eight or more employees, and 39 restaurants had been in operation for 3 to 6 years. The following factors were identified as the most significant contributors to the recovery of restaurants in Thanyaburi District: 1) restaurant decoration: lighting design to create atmosphere (average importance rating of 3.70, considered very important), 2) location: proximity to suppliers (average importance rating of 3.69, considered very important), and 3) employee management: providing employees with the tools needed for success (average importance rating of 3.61, considered very important). In addition, the type of food served which included fast food, the price range of the food (0-100 baht), and promotional activities held every seven days were also factors contributing to the recovery of restaurants after the COVID-19 outbreak. When comparing the factors contributing to restaurant recovery, the following observations were made: The age of the entrepreneur had an impact on the recovery of the restaurant. Female entrepreneurs contributed more to restaurant recovery than male entrepreneurs. Entrepreneurs with higher education were perceived as more credible than those with lower education. However, the experience and duration of the restaurant owner's business also played a role in the restaurant's recovery. It was necessary for restaurants to reduce the number of employees and rely more on delivery services to achieve recovery.

AN ANALYSIS OF TOURIST OPINION TOWARDS MICHELIN-STARRED THAI RESTAURANTS: APPROACHES TO PROMOTE GASTRONOMY TOURISM

Thip-arphorn Sawangpol — 2024-06-25

This research aimed to 1) analyze and categorize the opinions of foreign tourists on Michelin-starred Thai restaurants by distinguishing between positive and negative feedbacks and 2) examine these opinions in relation to the six dimensions of restaurant and dining service quality. The data were collected from 177 opinions on Trip Advisor which were reviewed by foreign tourists on the latest Michelin-starred Thai restaurants and then analyzed by content and descriptive analysis (percentage and frequency).

The findings revealed that 1) the top three positive aspects according to foreign tourists were the taste of the food, its presentation, and staff service. The top three negative aspects were taste that may not appeal to all or was inconsistent, subpar staff service, and high prices. 2) Regarding service quality dimensions, most comments (both positive and negative) were primarily related to trust in food taste, followed by such aspects as prompt service, staff politeness, friendliness, and attentiveness. This research could be utilized by government agencies and business operators to enhance the quality of restaurant services and promote Thailand's Gastronomy tourism.

MARKETING STRATEGIES INFLUENCING IMPORT-EXPORT ENTERPENEURS’ DECISION TO CHOOSE AIRFREIGHT SERVICE

Wannapha Pongworawijit — 2024-07-01

This research aimed to investigate the marketing strategies that influenced import-export entrepreneurs' decisions to choose airfreight services and compare the marketing strategies concerning the duration of business operation, monthly income, business models, and business types. Data were collected from 400 people randomized by convenience sampling. The instrument used was a questionnaire. Statistics used in data analysis included frequency, percentage, mean, standard deviation, t test (Independent Samples), F test, and One-Way ANOVA.

The findings of the study indicated that most survey respondents held high opinions in every stage, ranked by average values, as follows: period of business operation, monthly income, business models, and business types. It was found in hypothesis testing that entrepreneurs' different organizational factors of the business operators showed no different perceptions of factors affecting decisions to use air freight transportation of the importing and exporting entrepreneurs.

GUIDELINES FOR CREATING MOTIVATION FOR STUDENT ACTIVITIES IN THE SCHOOL OF LOGISTICS AND SUPPLY CHAIN, SRIPATUM UNIVERSITY-CHONBURI CAMPUS

นวพล เกษมธารนันท์ — 2024-07-01

This research aimed to investigate student participation in activities and explore strategies to motivate them in engaging in those activities. The research methodology involved the use of questionnaires and focus group discussions to gather the students' opinions. The sample group, obtained by Simple Random Sampling method, consisted of 200 students from the School of Logistics and Supply Chain at Sripatum University-Chonburi Campus. Statistical tools included means, standard deviations, and data from group discussions gained from five key student informants who were selected by purposive sampling. The data were summarized and analyzed according to predefined themes using content analysis.

The study findings revealed four dimensions of motivation for student participation in activities: social acceptance, satisfaction, self-esteem, and perceived benefits. Strategies to enhance motivation included designing activities to foster camaraderie, promoting self-development among students, boosting students' pride, and engaging in public relations or communication efforts to raise awareness of the benefits of participating in activities.

TRANSPORTATION AND DISTRIBUTION MANAGEMENT FOR REDUCING FOOD LOSS: A CASE STUDY OF THE WOLFFIA SUPPLY CHAIN

Tharinee Manisri — 2024-07-01

This research aimed 1) to study the Wolffia supply chain, 2) to analyze losses throughout the supply chain, and 3) to propose transportation and distribution management methods using in-depth interviews with three Wolffia farmers, one manufacturer, and 28 customers related to the breeding process, storage, packaging, and delivery, as well as processing for loss analysis throughout the supply chain.

It was found that the transportation and distribution processes resulted in up to a 20% loss of Wolffia. The main cause was delivering the eggs from different provinces to customers in the city, which took at least 4 hours. Often, products were damaged due to delays and inadequate temperature control. The research proposed transportation and distribution management methods to reduce delivery time and ensure the fastest delivery to customers by establishing distribution centers in Bangkok. Through the central location selection method by comparing potential locations using distance and transportation cost calculations, two optimal locations were identified: the Phra Nakhon area (13.759923689101600, 100.564717795655000) and Thonburi area (13.691066931265300, 100.472623747179000), which could deliver products to customers within 60 minutes, reducing Wolffia losses at this stage.

FACTORS OF PERCEIVED ORGANIZATIONAL SUPPORT AND ORGANIZATIONAL COMMITMENT TO PARTICIPATION IN LEAN MANUFACTURING: A CASE STUDY OF A DYE MANUFACTURER IN CHONBURI PROVINCE

Aritsara Ketnak — 2024-07-01

This research aimed 1) to investigate the influence of organizational perception of employee involvement in Lean production system activities, and 2) to explore the impact of organizational commitment on employee participation in Lean production system activities. The sample group, selected by simple random sampling method (lottery draw), consisted of 189 employees in a textile manufacturing company in Chonburi province. Statistical analysis included frequency values, percentages, means, standard deviations, and hypothesis testing through multiple regression analysis by including all variables (Enter Regression). The research findings revealed that perceived organizational support in terms of knowledge, advancement opportunities, work stability, and emotional support positively influenced employee participation in Lean production system activities significantly at a statistical significance level of .05. Organizational commitment in terms of continuance commitment and normative commitment also significantly impacted employee involvement in Lean production system activities at a statistical significance level of .05.

THE IMPACT OF SERVICE QUALITY ON CUSTOMER LOYALTY USE HEAVY MACHINE RENTAL SERVICE : CASE STUDY, PORNMAE CONSTRUCTION AND RENTAL CO., LTD.

Kunanon Rattanajindawong — 2024-07-01

This research aimed to analyze the service quality, customer satisfaction levels, and the impact of service quality on customer satisfaction among users of heavy machinery rental services provided by Pornmae Construction and Rental Co., Ltd. The sample comprised 198 customers within the Eastern region who utilized the company's services in 2022. One representative per company was selected, resulting in a total of 198 participants. A purposive sampling method was employed, specifying criteria where participants were representatives of companies that had used the services for more than one year. Statistical analyses included the following descriptive statistics: frequency, mean, percentage, and standard deviation, as well as inferential statistics such as correlation coefficients and multiple regression analysis using the Enter method.

The findings indicated a significant positive relationship between service quality and customer satisfaction at a significance level of .05. Furthermore, the increase in service quality positively influenced customer satisfaction at a significance level of .05, thereby prompting customers to return for repeat services.

A STUDY OF PERCEIVED VALUE AFFECTING THE LOYALTY OF LOW-COST AIRLINEES AMONG THAI PASSENGERS

Tanakon Sritonchai — 2024-07-01

This quantitative research aimed to study the perceived value affecting the loyalty of low-cost airlines among Thai passengers. The data, gained by a questionnaire, were collected from 400 passengers who traveled with low-cost airline carriers to domestic destinations and were selected by a purposive sampling. Afterwards, data were analyzed by mean, standard deviations, and multiple regression analysis using the Stepwise method. The result revealed that quality value, monetary value, behavioral intentions value, and reputation value affected the loyalty of low-cost airlines among Thai passengers. Consequently, emotional value showed no effect on the loyalty of low-cost airlines among Thai passengers at the statistical significance level of .05.

A CAUSAL MODEL OF CHINESE CONSUMERS’ DEMOGRAPHIC PROFILE VALUE-ATTITUDE ENHANCING NEW FIRST-TIER CITIES’ GREEN FURNITURE CONSUMPTION MARKET

Ling Chen — 2024-07-01

This study examined the effects of Chinese consumers’ crucial demographic attributes on consumption values and scrutinized the impact of these values on attitudes and their consumption choice behaviors toward green furniture products in the People's Republic of China (PRC)'s new first-tier cities market. This quantitative research employed 36-factor questionnaires on research samples consisting of 832 Chinese consumers from China’s four major new first-tier cities (Chengdu, Hangzhou, Xi’an, and Wuhan) which were collected by stratified sampling technique. The data underwent analysis through several statistical methods, including one-way analysis of variance (ANOVA), independent t test, confirmatory factor analysis (CFA), path analysis, and structural equation modeling (SEM). The results indicated that demographic attributes of the residence city, income, and marital status significantly influenced Chinese consumers’ values. Product value (β=0.61) and eco-friendly system value (β=0.06) positively affected Chinese consumers’ attitudes. Product value (β= 0.82) and eco-friendly system value (β=0.52) also positively affected consumption behaviors. Chinese customers’ consumption behavior on green furniture could also be predicted by attitude (β=0.65) in the PRC’s new first-tier cities market. The paper's final section proposed recommendations for diverse stakeholders, encompassing consumers, enterprises, and government organizations.