A study of purchase intention of imported organic cosmetic in Thailand
A study of purchase intention of imported organic cosmetic in Thailand
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2018
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eng
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application/pdf
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9 pages
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Proceedings of the 8th National and International Conference on Humanities and Social Sciences 29-30 November 2018, Prince of Songkla University, Phuket Campus, Phuket, Thailand, 94-102
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Abstract
The research determines in which factors that impact on purchase intention of imported organic cosmetics in
Thailand. This research used mixed method designed by Creswell (2011) which includes two phases. The
first phase is explanatory sequential design; and the second phase is exploratory sequential design. The
researcher has started an interview with two Thais who have had experienced at least once in purchasing
imported organic product. Accordingly, three variables have confirmed. In the second phase, researcher
designed a questionnaire and distributed via Google Form and analyze the collected data by using SAS
software. This research selected Multiple Linear Regression (MLR) Analysis. The results of MLR analysis
show that health consciousness and environmental attitude impact on attitude towards imported organic
cosmetic; attitude towards imported organic cosmetic and health consciousness impact on purchase intention
of imported organic cosmetic. This research will help researchers and practitioners of organic cosmetic
understand the determinants factors that impact on purchase intention of imported organic cosmetic and give
inspiration to practitioners when formulating market strategies.