The Linkage Among Demographic Factors, Perceived Mindful Marketing, and the Purchase Intention of Hand-weaving Products Customers
- DOI
- 10.2991/aebmr.k.210628.031How to use a DOI?
- Keywords
- Perceived value of mindful marketing, purchase intention, hand weaving products
- Abstract
This research aims to examine the linkage among demographic factors, the perceived value of mindful marketing, and the purchase intention of customers of hand-weaving products in Suphanburi, Thailand. The samples of this study were 388 people visiting a community enterprise in Suphanburi. Questionnaires were employed as a tool for data collection. The data were analyzed using percentage, mean and standard deviation. One-way ANOVA, t-Test, and multiple regressions were employed to test the hypotheses. The findings indicate that age, educational level, and income affect the purchase intentions among customers of hand-weaving products. Furthermore, perceived mindful marketing, naturalness, safe product, and mindful intention of production have a positive effect on customers’ purchase intention, but cultural preservation has a negative effect on purchase intention. The researchers recommend that entrepreneurs should communicate with prospective customers about the production process using natural ingredients. Genuine commitment and intention to produce safe products and preserve cultural heritage should also be disseminated to customers. These will help to raise the level of purchase intention among the prospective customers.
- Copyright
- © 2021, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Junphen Wannarak AU - Patipol homyamyen AU - Thititana Trisit AU - Waiphot Kulachai AU - Adi Prasetyo Tedjakusuma PY - 2021 DA - 2021/06/29 TI - The Linkage Among Demographic Factors, Perceived Mindful Marketing, and the Purchase Intention of Hand-weaving Products Customers BT - Proceedings of the 18th International Symposium on Management (INSYMA 2021) PB - Atlantis Press SP - 188 EP - 193 SN - 2352-5428 UR - https://doi.org/10.2991/aebmr.k.210628.031 DO - 10.2991/aebmr.k.210628.031 ID - Wannarak2021 ER -