A LITERATURE REVIEW FOR DEVELOPING A CONCEPTUAL FRAMEWORK TO STUDY FACTORS INFLUENCING THE INTENTION TO PURCHASE GREEN PRODUCTS ONLINE IN THAILAND

Abstract

In recent years, consumer awareness regarding environmental sustainability has grown significantly, influencing purchasing behavior toward green products, particularly in the digital marketplace. This study aims to develop a conceptual framework that identifies key factors affecting consumers’ intention to purchase green products online in Thailand. Through a systematic literature review of academic sources published between 2020 and 2024, five primary constructs were identified: parasocial interaction, perceived green innovation, subjective norm, consumer attitude, and purchase intention. The findings suggest that these variables play a crucial role in shaping consumer behavior in the digital era, where social media and influencer marketing are prominent. The proposed conceptual framework provides a foundation for future empirical research using Structural Equation Modeling (SEM) to examine the interrelationships among these factors. It also offers practical implications for marketers and entrepreneurs seeking to promote environmentally friendly products through effective digital strategies. Limitations of the current study include its reliance on secondary data and a limited scope of source diversity. Future research is recommended to conduct quantitative studies to validate the proposed framework and expand demographic diversity to enhance generalizability and real-world applicability.