Factors Influencing on Consumer Behavior’s Eco-Labels for FMCG Products in Bangkok, Thailand
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Abstract
The increasingly growing demand for environmentally friendly products and services, especially in the fast-moving consumer goods (FMCG) industry, has led to an increased usage of eco-labels worldwide as consumers and policymakers are shifting more focus on eco-consciousness and sustainability. Understanding how eco-labels influence consumer purchasing behavior, especially for FMCG products, remains relatively unknown. The objective of this study was studying the marketing mix (4Ps), climate change perception and attitude, and perceived value factors have influence on consumer behavior’s Eco-Labels for FMCG Products in Bangkok. By using a questionnaire via Google Form, a sample group of 400 people aged 18 years or older lived in Bangkok. The descriptive statistics in terms of frequency, percentage, mean, and standard deviation, and the inferential statistics with multiple regression analysis were used for analysis of the data. The major results of the study found that products, prices, attitudes, and perceptions of consumers regarding the environment, and intrinsic value influenced on consumer behavior’s Eco-Labels for FMCG Products in Bangkok at the statistical significance level .05. This research can be used as a recommendation to government agencies and the private sector involved in promoting the behavior of gaining importance to environmental labels on FMCG products.
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