An Influence of Eco Labelling, Green Advertising, Green Branding, Green Marketing on Green Buying Behavior of Sustainable Clothes in Bangkok
Keywords:
Sustainable Clothes, Eco Labeling, Green Branding, Green Advertising, Green Buying BehaviorAbstract
Purpose: Green marketing strategies are now essential for influencing sustainable purchasing decisions as customer behavior is increasingly shaped by environmental concerns. In the context of clothes in Bangkok, this study examines the effects of eco-labelling, green branding, green advertising, and green marketing methods on green buying behavior. Research design, data and methodology: A structured questionnaire was used to gather data from a broad sample of Bangkok customers using a quantitative research design. To evaluate the associations between the variables, the study used single linear regression analysis and ANOVA. Results: The results show that eco-labeling, green branding, and green advertising all have a major role in the success of green marketing, which in turn influences customers' green purchasing decisions. Furthermore, it was discovered that there was no difference in terms of age group on green buying behavior. Conclusions: These findings highlight the significance of customized green marketing tactics in raising environmentally conscious customer participation in urban marketplaces. The study has useful ramifications for legislators and marketers who want to encourage sustainable clothes purchases.
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