Influencing Factors Affecting the Purchasing Intention and Behavior towards Upcycled Fashion Products of Thai Consumers
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Abstract
The objective of this research was to study the causal factors that influence Thai consumers' purchase intention of upcycled fashion products. An online questionnaire was used to collect data from 410 Thai consumers through purposive sampling of individuals who knew about upcycled fashion products and lived in Thailand. To analyze the data, statistical techniques such as frequency, percentage, mean, standard deviation, and structural equation modeling were employed. The results of the study revealed that green awareness, attitudes, and subjective norms significantly influenced the intention to purchase upcycled fashion products at the .05 significance level. Purchase intention and promotion significantly influenced purchasing behavior at the .05 significance level, whereas perceived behavioral control had no effect on either purchase intention or purchasing behavior. To foster purchasing behavior, companies should first build purchase intention by promoting green awareness, cultivating positive consumer attitudes, and leveraging reference groups to encourage greater adoption of upcycled fashion products. Additionally, companies should implement promotional strategies such as warranties, advertising, public relations, and sales promotions to further motivate consumers’ purchasing decisions.
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References
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