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Knowledge and Marketing Mix Factors Influencing the Consumers’ Purchasing Decision of the Environmental in Pathumthani Province

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Knowledge and Marketing Mix Factors Influencing the Consumers’ Purchasing Decision of the Environmental in Pathumthani Province Knowledge and Marketing Mix Factors Influencing the Consumers’ Purchasing Decision of the Environmental in Pathumthani Province 1 2 Somyos Avakiat , Pattama Roopsuwankun North Bangkok University 1 E- mail: [email protected] E-mail: [email protected] Received: August 24, 2020; Revised: December 8, 2020; Accepted: December 14, 2020 ABSTRACT The objectives of this research are to study (1) The personal characteristics affect the decision to buy the environmental products of consumers in Pathumthani Province. (2) The relationship between knowledge, marketing mix factors and consumer purchasing decisions the environmental products, and (3) The influencing factors to purchase decisions the environmental products of consumers. The sample group were 385 consumers who knew or used to buy the environmental products in Pathumthani Province which were collected by accidental sampling. The statistics for data analysis were percentage, frequency, mean, standard deviation, t-test, F-test, Scheffe’s Comparison, Pearson Correlation and Multiple Regression. The research results found that: (1) Age, education level and different professions would have a different purchasing decision the environmental products. (2) Knowledge of the environmental products did not correlate to purchasing decision the environmental products. As for marketing mix factors: product place and promotion correlate with the decision to buy the environmental products in a medium positive level, while price had a low level. (3) Knowledge and marketing mix factors influenced on the purchasing decision the environmental products which could explain 61.8% of change in the purchasing decisions on the environmental products at the statistical significance level of .01 (R2 = .618). KEYWORDS: Knowledge, Marketing Mix Factor, Purchasing Decision, Environmental Products VOL. 9 NO 2. JULY - DECEMBER, 2020 PAGE | 45 Introduction Thailand has continuously which products and services are campaigned to reduce global warming. Both environmentally friendly? Consumers can be energy saving and the use of renewable identified by the symbol that is an energy, including production and environmental standard (Eco-Label) on the consumption that are environmentally package or on the product (Thailand friendly, with emphasis on since the 11th Environment Institute, 2008). Most National Economic and Social Development government campaigns emphasize the Plan (2012-2016) and then focus on Thailand economic importance rather than the direct to move towards low-carbon economic environment. As for the business sector, it has growth with regard to the importance of been focused on environmental conservation solving environmental problems and the need activities such as forest planting, but has not for restoration, promotion and conservation of yet emphasized the importance of the environmental quality as fundamental environment through consumption. Until (Department of Environmental Quality 2008, there was a serious campaign of global Promotion, 2020). Which adaptation to warming. In various forms, either by climate change can be done by reducing the supporting the use of energy-saving impacts of the root cause, by reducing what is chopsticks or electric appliances as well as at causing and contributing to climate change, various companies, stores Inviting customers such as reducing greenhouse gas emissions. and the public to use cloth bags instead of Energy saving Caring for the forest plastic. It reflects the environmental Adaptation to clean technology Encouraging movement in which businesses are engaged manufacturers to switch to environmentally in promoting more environmentally friendly friendly products and services, including there consumption behaviors (Assurut and is a campaign to make consumers aware of Srisuphaolarn, 2010). In addition to environmental problems and disseminate manufacturers who have to pay attention to knowledge about environmentally friendly the environment Most consumers are alert to products that It is a product that does not this as well. As a result, consumers today adversely affect both the environment and decide to buy products to consume, they have consumers. Since it is a product that is to consider that product must be more produced through processes and technology environmentally friendly. that care about the impact on the Pathumthani Province became a environment. From the selection of raw popular province due to there are a lot of materials to the product to the consumer housing estate, Industrial plants and APHEIT INTERNATIONAL JOURNAL PAGE | 46 agricultural area in this province. The 2. To study the relationship between researcher; therefore, was interested in knowledge factors, the marketing mix factors selecting this province as the population and and the decision to purchase environmental sample group in this research. products of consumers in Pathumthani From the reasons mentioned above is Province. Therefore making the researcher interested in 3. To study the factors influencing researching the personal characteristics that the decision to purchase environmental affect the decision to buy the environmental products of consumers in Pathumthani products, to study the relationship between Province. knowledge and marketing mix factors and consumer purchasing decision the Benefit of Research environmental products and to study the 1. Entrepreneurs can use this research influencing factors to purchase decision the results to be information for product planning environmental products of consumers in and development to better meet the Pathumthani Province. purchasing needs of consumers. 2. Relevant organizations can use this Purposes information to plan and disseminate 1. To study the personal knowledge about environmentally friendly characteristics and the decision to purchase products more efficiently environmental products of consumers in Pathumthani Province. Research Process Independent Variables Dependent Variable Personal Characteristic Knowledge The decision to purchase the environmental products of consumers Marketing Mix Factors Figure 1: Conceptual Framework of research VOL. 9 NO 2. JULY - DECEMBER, 2020 PAGE | 47 Literature Review 3. Place 1. Knowledge 4. Promotion The 6-step structure of knowledge 3. Environmental Products or goes from the simplest to the more Green Products) complex one (Bloom et al., 1971, cited in It means products produced Thanyawan Kerdsombat, 2008). from processes and technologies that care 1. Knowledge about the impact on the environment, 2. Comprehension starting from the source, is the selection of 3. Application the appropriate production materials and 4. Analysis technology to make the product 5. Synthesis manufacturing process use the most 6. Evaluation energy-efficient until its completion. It is a The knowledge of 6-step can product waiting to be packed ready to be evaluate from score of knowledge testing. delivered to the consumer. One of the most 2. Marketing Mix important aspects of eco-friendly products Marketing Mix factor (4P's) is that production waste must be recycled, refers to the controlled marketing thus making the waste to zero or as little as variables. Which companies use together possible. This is to promote the most cost- to satisfy the target group contains the effective use of limited resources. The following tools (Kotler et al., 2001 cited in consumers will be able to know that the Phiboon Teepapal, 2002). products are environmentally friendly from 1. Product the environmentally friendly product 2. Price certification label as shown in Table 1 APHEIT INTERNATIONAL JOURNAL PAGE | 48 Table 1: Certification label of Environmental Products Symbol Explanation Green label symbol Is a symbol that indicates that the product has appropriate controls for the release of chemicals or the release of toxic substances into the environment. Energy and resource savings through production, transportation and use processes, and are not burdensome for post-use disposal. Energy saving symbol 5 labels shows electricals performance level and electricity saving standard, at present, there are 8 products that have been tested and approved: refrigerators, air conditioners, lamps, chopsticks, ballasts, fans, and rice cockers. Organic product symbol is a symbol that represents products of various organic plants that meet the standards of Thailand (Organic Thailand's Brand). Food safety symbol is the Q standard symbol for quality agricultural and food products without chemicals and is safe for consumers and the environment. From production in factories that have good manufacturing standards (Good Manufacturing Practices: GMP) or Hazard Analysis and Critical Control Point (HACCP) standards that consumers both within the country and the trading partner countries can believe. Can be confident in agricultural products and food. Recycled material product symbol Is a symbol that indicates that the product made from recycled materials And can be recycled again without causing any negative effects to both consumers and the environment such as recycled plastic bottles, recycled plastic bags, recycled paper etc. Carbon Footprint Label is applied to products or products shows information to consumers that throughout its life cycle, how much greenhouse gas is released by those products? Source: Department of Environmental Quality Promotion Ministry of Natural Resources and Environment. Paweena Kampukka (2013), which behavior of environmentally friendly has been researching on the knowledge and products of consumers in the
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