The Impact of Environmental Cause Based Marketing on Green Agriculture Products Purchasing Behavior of Consumer A Case Study of the Student at Faculty of Management Science Pibulsongkram Rajabhat University
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Abstract
This paper presents the study of The impact of Environmental Cause Based Marketing on Green Agriculture Products Purchasing Behavior of Consumer. This research aimed to study demographic factors, perception factors affecting green Agriculture Products Purchasing Behavior of Consumer. A Case study of the student at Faculty of Management Science Pibulsongkram Rajabhat University. Sample group is students in faculty of management science, Pibulsongkram Rajabhat University. There are 368 participants by random sampling method and quantitative data survey.
Research found that the overall perception was at a high level. Regarding the research hypothesis, the demographic factors has the effect on consumers’ behavior on green agricultural productions. And other important factors also has the effect on consumers’ behavior on green agricultural productions, including, 1) information on an environmental individual problem-cause, 2) relation between individual and environmental problem-cause, 3) unique details of green agricultural production, 4) correlation of marketing strategy and green agricultural production, However, the factor of unique details of green agricultural production, there is no effect on consumers’ behavior on green agricultural productions.
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Academic articles, research articles, and book reviews in the Ph.D. in Social Sciences Journal are author’s opinions, and not the publisher’s, and is not the responsibility of the Ph.D. in Social Sciences Journal Philosophy Association, Ramkhamhaeng University. (In the case that research is done on human, the researcher has to be trained in Ethics for Doing Research on Human Training and has to produce the evidence of the training).
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