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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Passakorn Leevisitpattana

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.

Article Details

How to Cite
Leevisitpattana, P. (2018). 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. Ph.D. In Social Sciences Journal, 8(S), 120–131. Retrieved from https://so05.tci-thaijo.org/index.php/phdssj/article/view/140468
Section
Research Article

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