Factors Influencing Repurchase Intention Towards Green Lifestyle Products of a Thai-Owned Business
Factors Influencing Repurchase Intention Towards Green Lifestyle Products of a Thai-Owned Business
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2016-06
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eng
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application/pdf
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8 pages
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The 4th International Graduate Research Conference
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Abstract
The green industry is having an exponential growth. To create green brand sustainability, repurchase intention
is the most important factor. The aim of this research is to investigate the influence of perceived corporate
social responsibility (CSR), product quality, risk, and price, product functionality, product form, corporate
reputation, perceived product value, attitudes toward products and repurchase intention toward the green
lifestyle products of a Thai-owned business. These variables make up the eight hypotheses in this study which
uses descriptive research to collect data through questionnaires distributed to customers who have purchased
products from Labrador Co., Ltd over the last year. Judgment sampling, quota sampling, and convenience
sampling were applied as sampling procedures in this study. 400 questionnaires were distributed and analyzed
through descriptive analysis and inferential analysis. The results of hypothesis testing show that CSR and
perceived product quality significantly influence corporate reputation. Besides, perceived product quality,
perceived risk, and perceived price significantly influenced perceived product value. Meanwhile, the influence
of perceived product quality on perceived risk and functionality on product form are significantly correlated.
Also, product functionality, product form, and perceived product value are significant in terms of attitudes
toward products. Perceived price significantly influences repurchase intention. Likewise, corporate reputation,
perceived product quality, perceived risk, perceived price, perceived product value, and attitudes toward
product significantly influence repurchase intention. Corporate reputation, however, has no significant
influence on repurchase intention. This research will provide value for management, marketing, and the design
team of Labrador. In addition, other green lifestyle product brands can look at all these factors to enhance
business performance and redirect their marketing plans.