Development of Causal Model for Purchasing Behavior of Green Products for The Environment of Rajabhat Universities’ Students

Abstract

This research aims to study (1) the causal factors affecting green product purchasing behavior for the environment among Rajabhat University students and (2) develop a causal model of green product purchasing behavior for the environment among Rajabhat University students. This quantitative research utilized a questionnaire to collect data from a sample of 426 Rajabhat University students enrolled in the 2022 academic year. A multi-stage random sampling method was employed. Data analysis was conducted using descriptive statistics and structural equation modeling (SEM). The research findings indicated that the developed causal model of green product purchasing behavior for the environment among Rajabhat University students was consistent with empirical data, with a statistical significance level of .01. The results showed that green product purchasing behavior was directly influenced most by the intention to purchase green products, followed by attitudes towards green products and environmental knowledge, respectively. The model explained 69% of the variance in green product purchasing behavior for the environment.