PRODUCT INNOVATION, DIGITAL MARKETING, QUALITY PERCEPTION, CONSUMER ATTITUDES AFFECTING PURCHASE INTENTION OF GARBAGE BAG PACKAGING PRODUCTS OF CONSUMERS IN BANGKOK AND ITS VICINITY

Abstract

This article aims to review the literature and develop a conceptual framework on the antecedents affecting consumers' purchase intentions for garbage bag packaging products in Bangkok and surrounding areas. The research focuses on key factors, including product innovation, digital marketing, perceived quality, consumer attitudes, and purchase intentions. The study analyzes data from academic documents, research articles, and relevant literature published between 2020 and 2024 to synthesize the relationships between these factors. The findings reveal that product innovation and digital marketing have a direct positive impact on consumer attitudes and purchase intentions. Meanwhile, perceived quality plays a crucial role in fostering satisfaction and brand loyalty. Additionally, consumer attitudes serve as a significant intermediary linking these factors to purchase intentions. These results were developed into a causal conceptual framework for hypothesis testing using Structural Equation Modeling (SEM), aiming to create strategic approaches applicable to business contexts and macro-level policy formulation. The study holds the potential to serve as a knowledge base for developing businesses related to garbage bag packaging products, as well as promoting sustainability within the plastic industry.