The Effects of Green Knowledge Awareness Toward Consumer Purchase Intention on the Bio-Waste Product in Thailand

Abstract

This study aimed to discover the factors which affect the consumer’s purchase intention toward the bio-wasted product. The factors which researchers focused on are Green Knowledge, Environmental Concern, Attitude, and Social Norms. Researchers believe that green knowledge has an effect on environmental concern, attitude, and social norms, as well as environmental concern, has an effect on attitude and social norms. Which the factors, environmental concern, attitude, and subjective norm have a direct effect on the consumer's purchase intention. This study will help to create strategies for green businesses to be able to reach consumers, create environmental awareness about environmental issues in these modern days, and perception of the regular material products of how it affects the environment. Thus, people will understand how important to use the bio-waste product or other green products and services.