Impact of perceived price, appearance, and brand attachment on future purchase intentions: A case study of OTOP and SME products in Thailand

This study investigates the impact of perceived price, perceived appearance, and brand attachment on future purchase intentions for One Tambon One Product (OTOP) and Small and Medium-sized Enterprises (SME) products. This study investigates the integration of cultural identity into creative product development, using Water Hyacinth as a central theme, under the slogan "Do Less, Get More." It employs a quantitative research approach to explore how cultural identity can be a source of innovation and differentiation in product design. Data were collected via questionnaires from 335 customers in Phayao Province and analyzed using a multilevel structural equation model. The results indicate that perceived price, appearance, and brand attachment significantly influence purchase intentions, supported by strong model fit indices (e.g., χ² = 313.909, CFI = 0.93, RMSEA = 0.06). These findings underscore the importance of these factors in shaping consumer behavior and offer insights for culturally driven product development and marketing strategies.