Perceived Environmental Responsibility, Intention to Purchase Green Products and the Moderating Effect of Peer Pressure: Evidence from Generation Y Consumers in Southern Thailand

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Narueban Yamaqupta


Nowadays, there is a call for society to be mindful about the consumption of green products and be responsible consumers which contributes to the tendency for consumers to be more willing to buy green products. This study, aimed to gauge the effect of perceived environmental responsibility on the intention to purchase green products. In addition, the impact of peer pressure was also explored as the moderating variable affecting the primary relationship between perceived environmental responsibility and the intention to purchase green products. Using convenience sampling technique, a total of 384 responses to a survey questionnaire were collected from participants between 18-34 years of age who from various geographic locations in Southern Thailand. The results from the hierarchical regression analyses demonstrated that perceived environmental responsibility significantly influenced the intention to purchase green products with an explanation power of 42.4% (R2 =.424) and a 0.001 level of significance.  In addition, peer pressure’s moderation of the relationship between perceived environmental responsibility and intention to purchase green products was found to be insignificant at a 0.05 level of significance and an explanation power of 49% (R2 =.490). Plausible reasons for the findings are discussed within the context of the study. Practical and theoretical contributions, as well as recommendations for future research, are also addressed.


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Yamaqupta, N. (2018). Perceived Environmental Responsibility, Intention to Purchase Green Products and the Moderating Effect of Peer Pressure: Evidence from Generation Y Consumers in Southern Thailand. WMS Journal of Management, 7(Special), 180-189. Retrieved from
Research Articles-Academic Articles
Author Biography

Narueban Yamaqupta

Faculty of Commerce and Management, Prince of Songkla University, Trang Campus


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