Generation Y Purchasing Intention of Organic Personal Care Products in Thailand

[[abstract]]目的 –本研究探討影響泰國千禧世代購買有機保養品之因素與因為擁有的環保的知識與態度之中介效果對環保包裝產生的影響。研究設計/研究方法 - 這項研究使用定量研究方法來檢驗假設。透過線上調查問卷，收集泰國受訪者357份有效性之資料。我們利用敘述性統計分析、探索性與驗證性因素分析、可靠性分析、結構方程模型、拔靴法等方法，分析我們提出的假設。調查結果– 研究結果顯示，受訪者對環境的關心會對他們環境相關的知識有正向影響。對環境的了解及環保行銷的意識，極大地影響了受訪者對於環保包裝的態度。環保知識對環保行銷的態度和環保行銷的意識也顯著影響千禧世代購買有機保養品的意願。對環保行銷的態度會影響了受訪者的環保知識和對有機產品價格敏感度，因此，間接地影響了購買意願。環保知識和對環保行銷的態度也會影響受訪者對環境的關注間接地影響購買意願。本實驗的九個假設都被數據支持的。研究局限性– 本研究僅專注於千禧世代的泰國受訪者，研究旨在描述影響購買有機保養品行為之因素，其中包含了對與環境問題的關注、環保的知識、保行銷意識和對有機價格敏感性。此外，研究還希望研究環境知識與環保包裝態度的之間的中介效應。實際應用– 這項研究的結果將為製造商，經銷商或任何希望進一步了解或研究消費者對有機產品（特別是有機保養品）購買行為的企業帶來好處。此外，此研究還透過管控泰國千禧世代受訪者的年齡來表明每種因素之間的影響。原創性/價值– 有限的研究調查影響購買行為的環保因素，例如控制年齡為千禧世代的泰國的受訪者價格敏感性。先前的研究僅解釋了客戶的環保行為部分和對市場認知，例如環保包裝和價格。[[abstract]]Purpose – This study explores factors influencing Thai generation Y consumers to purchase organic personal care products and the mediating effect of environmental knowledge and attitude towards green packaging.Design/methodology/approach – This study uses a quantitative approach to test the hypotheses. Through an online questionnaire in Thailand, we collected and summarized 357 valid respondents by using the approaches of descriptive statistical analysis, exploratory and confirmatory factor analysis, reliability analysis, structural equation modeling, and bootstrapping to analyze the hypotheses.Findings – The study’s result reported that environmental concern has a positive influence on environmental knowledge. Environmental knowledge and green marketing awareness significantly influence green packaging attitude. Environmental knowledge, attitude towards green packaging, and green price sensitivity also significantly influence generation Y purchase intention of organic personal care products. Attitude towards green packaging mediates the influence of environmental knowledge and green marketing awareness on purchase intention. Environmental knowledge and attitude towards green packaging also mediate the effect of environmental concern on purchase intention. All nine hypotheses are supported in this study.Research Limitations – This research is limited to Thai respondents in generation Y and purpose – The research aims to describe the factors that impact the purchase behavior of organic personal care products: environmental concern, environmental knowledge, green marketing awareness, and green price sensitivity. Moreover, the research also would like to study the mediating effect of environmental knowledge and green packaging attitude.Practical implications – The results of this research would be the advantages for the manufacturer, the distributor or any concern that would like to examine and study for more understanding on the customer’s purchase behavior of organic goods, especially personal care products. Furthermore, the research also indicated the influences between each relationship by controlling the ages of generation Y people in Thailand.Originality/value – Limited study investigated green factors such as customers’ sensibility controlled by the ages of generation Y in Thailand. The previous research only explained the customer’s environmental behavior parts and marketing perceptions, such as green packaging and price