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dc.contributor.authorSompratana Cornford
dc.contributor.authorNathaya Pupat
dc.date.accessioned2019-07-25T02:28:20Z
dc.date.available2019-07-25T02:28:20Z
dc.date.issued2019
dc.identifier.citationAU-GSB e-JOURNAL 12, 1 (June 2019), 26-38en_US
dc.identifier.urihttp://repository.au.edu/handle/6623004553/22347
dc.description.abstractThailand is one of the biggest health supplement markets in Southeast Asia, and the trend for organic products is popular. Therefore, the main objective for this study was to understand and to find out the factors influencing of purchase intention towards Organic Diet Capsule in Bangkok, Thailand. The factors that were studied were health consciousness, green brand positioning, green brand knowledge, attitude toward purchasing green apparel products, subjective norms, and external perceived behavioral control. The survey method is applied, and questionnaires were distributed, and the data was gathered from a total of 400 respondents who are working at top 3 businesses area namely Bangrusk district, Klongtoey district and Huaykwang district in Bangkok, Thailand. The researcher applied both descriptive and inferential analysis to analyze the general information and to test the hypotheses. As the result, the most influencing factor is external perceived behavior and it shows that health consciousness, green brand positioning, green brand knowledge, attitude toward purchasing green apparel products, subjective norm, and external perceived behavioral control have significant influence on purchase intention toward Organic Diet Capsule in Bangkok, Thailand.en_US
dc.format.extent13 pagesen_US
dc.format.mimetypeapplication/pdfen_US
dc.language.isoengen_US
dc.publisherBangkok : Assumption Universityen_US
dc.rightsThis work is protected by copyright. Reproduction or distribution of the work in any format is prohibited without written permission of the copyright owner.en_US
dc.subjectOrganic diet capsuleen_US
dc.subjectPurchase intentionen_US
dc.subjectOrganic supplementen_US
dc.subject.otherAU-GSB e-Journalen_US
dc.subject.otherAU-GSB e-Journal -- 2019en_US
dc.titleAn empirical study of factors influencing on workers' purchase intention towards organic diet capsule in Bangkok, Thailanden_US
dc.typeTexten_US
dc.rights.holderAssumption Universityen_US
mods.genreJournal Articleen_US
au.link.externalLink[Full Text] (http://www.assumptionjournal.au.edu/index.php/AU-GSB/article/view/3978/2332)


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