Examining Factors Affecting Green Product Purchase Intention on TikTok Application

Abstract

This research aims to study factors affecting Green Product Purchase Intention on TikTok Application. The research framework applied the technology acceptance model (TAM) principles and green marketing mix theory. The researcher could summarize it as a conceptual framework namely 1) TikTok Characteristics 2) TikTok Advertisements 3) Green Marketing mix 4) Perceive Usefulness 5) Perceive Ease of Use and 6) Green Product Purchase Intention. The sample group was a group of TikTok users who live in Thailand, 400 samples were collected by an online questionnaire and analyzed by exploratory factor analysis (EFA). Results were that factors affecting green product purchase intention included: 1) TikTok Characteristics 2) TikTok Advertisements 3) Green Marketing mix 4) Perceive Usefulness and 5) Perceive Ease of Use