อิทธิพลของความกังวลด้านสิ่งแวดล้อม ความรู้ด้านสิ่งแวดล้อม และการรับรู้ภาพลักษณ์ตราสินค้าต่อความตั้งใจซื้อสินค้าแฟชั่นยั่งยืนของผู้บริโภคไทย: การประยุกต์ใช้ทฤษฎีพฤติกรรมตามแผน

Anirut Jongpradit; Suchanya Saichana

Authors

Anirut Jongpradit Kasetsart Business School, Kasetsart University
Suchanya Saichana Kasetsart Business School, Kasetsart University

Keywords:

sustainable fashion products, theory of planned behavior, green brand image, environmental concern, environmental knowledge

Abstract

This study examines the influence of environmental concern, environmental knowledge, and the perception of environmentally friendly brand image on the purchase intention of sustainable fashion products among Thai consumers, using the Theory of Planned Behavior (TPB) framework. The research collected data from 400 consumers through an online questionnaire. Structural Equation Modeling (SEM) was used to analyze the data. The results indicate that environmental concern directly influences consumer attitudes toward sustainable fashion products (coefficient = 0.773, p < 0.001), meaning that consumers with higher environmental concern tend to have more positive attitudes, which in turn indirectly increases their purchase intention. Similarly, environmental knowledge directly affects consumer attitudes (coefficient = 0.263, p < 0.001), and this more favorable attitude also indirectly enhances purchase intention. Furthermore, attitude, conformity to social reference groups, and the perception of an environmentally friendly brand image all directly influence purchase intention. In contrast, perceived behavioral control does not have a significant effect (coefficient = -0.013, p > 0.05), indicating that consumers’ perceived control over their behavior does not significantly drive their purchase intention for sustainable fashion products. The findings suggest that marketers should develop strategies aligned with environmental concern and knowledge, while communicating a credible environmentally friendly brand image. Additionally, the involvement of key reference groups, such as family and friends, should be encouraged to foster sustainable purchasing decisions.

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