# <center><i class="fa fa-edit"></i>Exploring Green Eating Behavior: A Study of Market Segmentation and Purchase Intention </center>

###### tags: `Journal Review`

::: info
**GOALS:**
- [x] ABSTRACK
- [x] INTRODUCTION
- [ ] LITERATURE REVIEW
- [ ] RESEARCH METHODOLOGY
- [ ] RESULT OF STUDY
- [ ] RESEARCH IMPLICATION
- [ ] LIMITATION OF STUDY
- [ ] CONCLUSION

**Resource paper**
[sustainaibility paper](https://kkumail-my.sharepoint.com/personal/rara_o_kkumail_com/Documents/Thesis/Journals/sustainability-1786469-peer-review%20(1).pdf?login_hint=rara.o%40kkumail.com)
:::

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## A. ABSTRACT

Green food has been introduced into the market for several years. Nevertheless, most Thai consumers do not commonly purchase green food in their daily routine. **This research article aims
to identify the market segments and significant factors affecting green food purchase intention in Thailand based on the theory of planned behavior.** It employs a sample of 458 green food consumers in five regions of Thailand. Based on the Food-Related Lifestyle model, we use cluster analysis to classify the market segments. Additionally, we employ a multi-group structural equation modeling technique to explore and compare customers’ behaviors in different segments.The results demonstrated two primary market segments for green food products, including non-green consumers and green consumers. The findings indicate that green consumers’ self-realization related to environmental issues positively affects their attitude and purchase intention, while non-green consumers reveal none of these relationships. Surprisingly, social norms related to green food consumption influences non-green consumers’ attitude towards green food more than it does to green consumers. This research paper enlarges the understanding of Thailand’s green food market regarding the market segments (non-green and green consumers). Furthermore, it points out implications on how marketing practitioners may penetrate those segments.

> My Conclusion:
This paper informed the behaviour of Thai people having no intention to purchase green food for daily activity. Hence, this research analysed market segments and factors affecting green food purchasing in Thailand. This paper covered 5 regions in Thailand which collected the samples up to 458 audiences. To have proper analysis, It Implement the theory of planned behaviour and employed the model of multi-group structural equation modeling. The target audiences are non-green consumers and green consumers. the results are there is a positevely affects for purchasing behaviour for consumer's self realization related to enviromental issues while non-green consumers reveal none of these relationship.
>
## B. Introduction

Green products have played a significant role in the global environment showing
that consumers are more aware of negative impacts on the environment caused by global
warming [1]. Green products as eco-friendly goods and the green production process uses
eco-friendly technologies that are not disadvantageous to nature. Furthermore, characteristics-wise, a perfect green product should be organically grown, reusable, recyclable, bi
odegradable, non-toxic, non-animal testing, and use eco-friendly packaging [2]. A green
product covers different aspects such as product functionalities, product design, product
package, and product value [3]. In the food industry, green food products are produced
in an eco-friendly way that does not harm the environment. The definition of green food
involves a cleaner process starting from collecting resources, consuming, and decomposing the product [4]. Accordingly, the process of producing green food helps to prevent
environmental pollution and enhances ecological advantages. Green food is harmless and
includes nutritious food for consumer health. Green food should also be organic and nutritious to humans [5].

> This paragraph informed the definition of the green product. It also mentioned some aspects regarding the benefits of its products. In addition, It is also put an exmaple regarding green food product involving harmless and environmental advantages.

Environmental issues are the primary concerns of governments and citizens. Rahman and Reynolds [6]recommended that consumption of green products is strongly influenced by consumer buying behavior. Research shows that consumers with environmental conservation awareness are rapidly increasing, and many consumers expect green products and services from producers globally [7]. Consumers’ decision to purchase the green product depends on a specific group’s perception, values, behavior, and individual’s attitude [8]. Since 2017, the green consumer markets worldwide have generated approximately $290 billion annually. In addition, 14% of the gross world product 50(GWP) of a green product represents the eco-tourism market, increasing global environmental awareness [1]. This information shows that the number of green consumers has increased significantly, and the food industry should not ignore the green food market.

> Issues with environmental problem can influence the society buying behaviour , especially for consumer with environmental conservation. Also, the number of green consumers has significantly increased

In Thailand, since January of 2020, there have been policies to reduce the use of plastic bags in convenience stores, supermarkets, and shopping malls. Jafarzadeh et al.[9]said that 2020 would be the year of green, including green food, green packaging, and green organizing according to the environmentally friendly trend that becomes the popular trend worldwide. Yanakittkul and Aungvaravong [10]also reported that 37% of Thais use 58only natural and organic products or green products daily. Nevertheless, the green market is new for Thailand especially green foods. Therefore, a market segmentation study is a prerequisite for marketers to implement marketing strategies successfully. Segmenting customers allows marketers to understand the customers’ behaviors deeply. This approach also allows marketers to tailor marketing strategies and deliver products and services in response to the segment’s needs. However, few studies on green food and green consumers in Thailand are related to market segmentation and purchase intention. Thus,we considered exploring the consumers’ buying behavior and categorizing consumers into segments to fulfill the knowledge gap.