THE MODEL OF CAUSE RELATED MARKETING, VAIUE CREATION AND ENVIRONMENT PRODUCT PURCHASE DECISION MAKING IN LOWER NORTHEASTERN REGION
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Abstract
This quantitative research aimed to study (1) the level of attitude towards the cause related marketing, value creation, and purchase decision making of environmental products; and (2) the correlations between cause related marketing, value creation, and purchase decision making of environmental products. Data were collected from 1,000 customers who had been experiencing in purchase decision making of environmental products in lower Northeastern region provinces, namely, Nakhon Ratchasima, Buriram, Surin, Si Sa Ket, and Ubon Ratchathani. The data were analyzed using Structural Equation Modeling (SEM) with application of AMOS program. Research results showed that (1) the items receiving the highest rating means were the following: that of the consumers’ opinions toward the cause related marketing of environmental products (X̄= 4.17); that of the consumers having known about quality of environmental products with the production process based on the standards (X̄= 4.13), and that of the consumers making decisions based on properties or quality as claimed in advertising/packaging (X̄= 4.11); and (2) regarding results of the study of relationships, it was found that decent cause related marketing correlated with value creation; cause related marketing could explain value creation by 90.10%; value creation correlated with purchase decision making; value creation could explain purchase decision making by 99.00%. Result of this research can be utilized to formulate strategies in cause related marketing for environmental products that focusing on quality aspect and resulting in the consumers having the behavior of carefully purchasing the products in the future.
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