The Influence of 4Ps Marketing Mix Factors on Consumers' Decision-Making Process for Purchasing Food Products with Environmentally Friendly Packaging in Bangkok

Abstract

This study aimed to examine the differences in consumer demographic characteristics and their impact on the decision-making process for purchasing food products with environmentally friendly packaging in Bangkok, as well as to analyze the influence of 4Ps marketing mix factors on this decision-making process. The sample comprised 386 consumers aged 20–60 who had purchased food products with eco-friendly packaging and resided in Bangkok. Data were analyzed using frequency, percentage, mean, standard deviation, and hypothesis testing, including t-tests, one-way ANOVA, the Least Significant Difference (LSD) multiple comparison method, and multiple regression analysis.

The findings revealed statistically significant differences at the 0.05 level in the decision-making process based on age, marital status, and average monthly income. Moreover, product, price, and promotional factors within the marketing mix significantly influenced consumers' purchasing decisions. Business operators in the eco-friendly food packaging sector are advised to use 100% natural materials, clearly display prices on products, organize promotional giveaways, and align distribution channels with the type of packaging and food product.