| The purpose of this qualitative research was to develop an in-depth understanding of both the factors that influence and the barriers that hinder consumers' green purchase behavior in Thailand. Fifteen in-depth interviews provided a thorough understanding of Thai green consumers by capturing their true thoughts, feelings and experiences in the context of their purchase and consumption of green products. The results illustrated that individual values (environmental concern, health concern, family values, and self-identity), perceived consumer effectiveness, environmental knowledge, green marketing, product characteristics, cultural values (Buddhism and collectivism), and reference group had a strong influence on pro-environmental and green purchase behavior in Thailand. Barriers such as high price premiums, low performance of green products, lack of green products availability, skepticism of green marketing, insufficient green marketing, lack of self-efficacy, and lack of support or services deterred the purchase of green products and green practices of Thai green consumers. The findings emphasized that cultural influences played an important role in affecting pro-environmental behaviors and green purchase behaviors in Thailand. Based on the study's findings, a conceptual model of green purchase behavior in Thailand was developed to assist marketers, researchers, and government agencies to effectively promote green purchase behavior in Thailand. |
