Factors Influencing Repurchase Intention Towards Green Lifestyle Products of a Thai-Owned Business

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.