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CONSUMER PERCEPTIONS AND PURCHASING BEHAVIOR TOWARD ECO-FRIENDLY FMCG: EVIDENCE FROM NAKHON RATCHASIMA, THAILAND

Taranphob Pongpalee 

Department of Business Administration, National Yunlin University of Science and Technology, Douliu City, Taiwan This email address is being protected from spambots. You need JavaScript enabled to view it. 

Sulistyandari 

Department of Finance, National Yunlin University of Science and Technology,  Douliu City, Taiwan 

Department of Management, Jenderal Soedirman University, Purwokerto, Indonesia This email address is being protected from spambots. You need JavaScript enabled to view it. 

*Chiyang James Chou 

Doctoral Program in Industrial Management, National Yunlin University of Science and Technology, Douliu City, Taiwan 

This email address is being protected from spambots. You need JavaScript enabled to view it. 

*Corresponding Author 

Abstract 

Growing environmental concerns have encouraged the fast-moving consumer goods (FMCG) industry to expand its eco-friendly product offerings. Yet consumer adoption remains limited due to price premiums, restricted availability, and uncertainty about the credibility of environmental claims. This study examines consumer perceptions and purchasing responses toward eco-friendly FMCG products in Nakhon Ratchasima, Thailand. Drawing on the Theory of Planned Behavior (TPB) and perspectives from impulse buying, qualitative data were collected through semi-structured email interviews with 13 consumers familiar with eco-friendly products. Results show generally positive attitudes and recognition of environmental benefits, but practical barriers—especially cost and access—limit regular purchases. Concerns about greenwashing further reduce trust. Conversely, appealing packaging, social influence, and clear eco-labels appear to strengthen purchase intentions. The study proposes six propositions emphasizing awareness, trust, emotional engagement, and accessibility. Findings highlight the need for coordinated efforts among firms and policymakers to improve the credibility, affordability, and availability of sustainable FMCG products. 

Key words:  eco-friendly FMCG, consumer behavior, sustainable consumption, Theory of Planned Behavior, Thailand, green marketing, impulse buying