Consumer perception and purchasing decisions toward environmental and animal friendly products : empirical analysis in Thailand

Abstract

Environmental and animal issues are huge topics for years. There are lots of papers analyzing about environmental or animal issues these two topics separately. However, this paper combines these 2 aspects together. As those two aspects simultaneously affect our world, this paper initiates to analyze them together. This paper attempts to determine what factors cause Thai people having a high intention of willingness and motivation to buy those products. Also, This paper investigates whether people with high motivation and willingness to buy actually end up performing the purchasing decision or not. The factors that are analyzed in this paper also include eco-literacy, environmental and animal concerns, attitudes, society beliefs, and emotional values. There are 4 factors that have positive statistically significant which are environmental and animal concerns, attitudes, society beliefs, and emotional values, and only eco-literacy that does not influence motivation and willingness. It also finds that motivation definitely leads to the actual action of purchasing as well.