PERSONAL MOTIVATION FACTORS, PERCEPTION, AND ATTITUDES AFFECTING CONSUMERS PURCHASING DECISIONS ON ECO-FRIENDLY SECOND-HAND CLOTHING IN HAT YAI DISTRICT, SONGKHLA PROVINCE

Authors

  • Parichad JANAJINA
  • Siriwan KAEWNOONUAL
  • Wilawan JANSRI

Abstract

The objective of this research is to examine the effects of personal motivation factors, perception, and attitude on consumers’ purchasing decisions regarding eco-friendly second-hand clothing in Hat Yai District, Songkhla Province. The sample group consists of 385 individuals who have previously purchased eco-friendly second-hand clothing in Hat Yai District, Songkhla Province. Data were collected using questionnaires and analyzed using statistical methods, including descriptive statistics, inferential statistics, Pearson’s correlation coefficient, factor analysis, and multiple regression analysis. The research findings indicate that personal motivation factors—specifically, self-motivation and ethical motivation—as well as consumer perception factors—such as knowledge and understanding of eco-friendly products and environmental awareness—significantly influence consumers’ purchasing decisions. Additionally, consumer attitudes, particularly attitudes toward environmentally friendly products and sustainable consumption, play a crucial role in shaping purchasing decisions for eco-friendly second-hand clothing in Hat Yai District, Songkhla Province.

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Published

2025-05-06