A Study of Psychological Factors Influencing Thai Consumers' Purchase Intentions for Eco-friendly Products

Abstract This research aims to analyze the psychological factors influencing Thai consumers' intention to purchase environmentally friendly products within the context of the environmental crisis and sustainable consumption trends aligned with the United Nations Sustainable Development Goals. The primary objectives are to: (1) assess the levels of awareness, understanding, beliefs, and attitudes affecting purchase decisions for eco-friendly products; (2) explore the psychological factors impacting the intention to buy environmentally friendly products; and (3) propose strategies for developing marketing approaches that respond to environmentally conscious consumer behavior. The study employs a quantitative methodology, collecting data through questionnaires from a sample of Thai consumers aged 18 and above in major urban areas. The sample was selected using stratified random sampling, and data analysis was conducted using Structural Equation Modeling (SEM). The variables examined include attitudes, social norms, perceived behavioral control, and environmental guilt as independent variables, while purchase intention serves as the dependent variable. The findings provide insights into the psychological factors influencing the decision to purchase environmentally friendly products among Thai consumers. This information is crucial for developing marketing strategies, formulating policies, and promoting corporate social responsibility towards the environment to support sustainable consumption in the future.