The Influence of Socially Responsible Conduct on Purchasing Intentions
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Abstract
This research investigates the relationship between attitude, subjective norm, perceived behavioral control, and personal values in explaining consumers' intention to buy socially responsible products. The sample consisted of 400 Thai adults, both male and female, aged 20 years and above, who had previously purchased socially responsible products. Participants were selected from the metropolitan area of Phitsanulok using purposive sampling techniques. There were 256 female responders and 144 male respondents. Most participants possessed a bachelor's degree and received a monthly income ranging from 15,001 to 20,000 Baht. Questionnaires were administered to collect data. The regression model demonstrated overall statistical significance and accounted for 56.4% (R²adj = 0.564, F = 130.147, p < 0.001) of the variance in purchase intention, indicating a robust model fit. The findings revealed that attitude and perceived behavioral control were significant predictors. Attitude had the highest standardized beta coefficient (β = 0.455), making it the strongest predictor among the factors, with a statistically significant effect (p < 0.001). Perceived behavioral control was also a significant predictor (β = 0.386, p < 0.001). The results demonstrate that attitude and perceived behavioral control substantially impact on customers' intentions to purchase socially responsible products. Therefore, companies should prioritize ethical practices and actively promote their social responsibility initiatives, as consumers were more likely to support firms with strong ethical reputations and avoid those with negative ethical associations.
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