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Does Green Financial Innovation Contribute to the Change of Sustainable Thai Consumer Behavior? |
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| รหัสดีโอไอ | |
| Creator | Sintawat Sintanabodee |
| Title | Does Green Financial Innovation Contribute to the Change of Sustainable Thai Consumer Behavior? |
| Contributor | Orapan Khongmalai2 |
| Publisher | Business Administration Kasetsart University |
| Publication Year | 2567 |
| Journal Title | Kasetsart Applied Business Journal |
| Journal Vol. | 18 |
| Journal No. | 28 |
| Page no. | 24-53 |
| Keyword | Carbon Tracking, Green Financial Innovation, Structural Equation Modeling, Sustainable Consumer Behavior, Thai Consumers |
| URL Website | https://so04.tci-thaijo.org/index.php/KAB |
| Website title | https://so04.tci-thaijo.org/index.php/KAB |
| ISSN | E-ISSN: 2985-2277 |
| Abstract | This quantitative research studied the influence of green financial innovation, health and environmental attitudes, green marketing mix 4Es, and government support for the change of sustainable Thai consumer behavior. In addition, supporting guidelines were formulated to encourage consumers to change their sustainable behavior. Data were gathered by an online questionnaire from 500 Thai consumers in the Bangkok Metropolitan Area who were accustomed to using electronic payment and had experience with green products. The data were chosen by purposive sampling and analyzed by structural equation modeling (SEM).The results revealed that all factors: carbon tracking as green financial innovation, health and environmental attitudes, 3Es of green marketing mix, and government incentives raised green product awareness. This, in turn, influenced green purchase decision and led to sustainable behavior: green purchases and 2R behavior, reduce and reuse, in the long term. These findings suggested that to change sustainable consumer behavior, involving sectors: public, business, financial and governmental sectors must collaborate to heighten health and environmental attitude for consumers and along with providing green product information through 3Es of marketing mix from the business sector, availability of carbon tracking from the financial sector, and stimulating interest in green products by tax and price incentives from the governmental sector. |
