The Impact of the No-Plastic-Bag Campaign on Customer Repurchase Intentions and its mechanism in the Modern Trade Business in Bangkok

Abstract

This research investigated the impact of the no-plastic-bag campaign on customer repurchase intentions in the modern trade business in Bangkok. Six hundred customers of modern trade stores in Bangkok were initially approached using a stratified random sampling method, but only 418 of them participated in this survey. The partial least squares structural equation results indicated that the no-plastic-bag campaign promotes customer repurchase intentions (β=0.098; p=0.038). Also, the no-plastic-bag campaign could indirectly foster customer repurchase intentions via both enhancing brand image (t=7.379; p<0.001) and increasing customers’ perceived value (t=2.806; p<0.001). Therefore, it can be concluded that the no-plastic-bag campaign benefits modern trade businesses, promoting customer repurchase intentions by enhancing their brand image and customer perceived values. This research also explored the mediating roles of brand image and perceived value on the relationship. These findings provide new knowledge of the no plastic bag campaign’s contribution to customer repurchase intentions which has not yet been investigated, and the mechanism linking them together. The results can be applied as a guideline to other modern-trade businesses or other businesses to enhance their brand image and promote customer repurchase intentions, which is crucial to sustainable business accomplishment.
 This research investigated the impact of the no-plastic-bag campaign on customer repurchase intentions in the modern trade business in Bangkok. Six hundred customers of modern trade stores in Bangkok were initially approached using a stratified random sampling method, but only 418 of them participated in this survey. The partial least squares structural equation results indicated that the no-plastic-bag campaign promotes customer repurchase intentions (β=0.098; p=0.038). Also, the no-plastic-bag campaign could indirectly foster customer repurchase intentions via both enhancing brand image (t=7.379; p<0.001) and increasing customers’ perceived value (t=2.806; p<0.001). Therefore, it can be concluded that the no-plastic-bag campaign benefits modern trade businesses, promoting customer repurchase intentions by enhancing their brand image and customer perceived values. This research also explored the mediating roles of brand image and perceived value on the relationship. These findings provide new knowledge of the no plastic bag campaign’s contribution to customer repurchase intentions which has not yet been investigated, and the mechanism linking them together. The results can be applied as a guideline to other modern-trade businesses or other businesses to enhance their brand image and promote customer repurchase intentions, which is crucial to sustainable business accomplishment.

Impact of Food Hygiene on Purchase Intentions and its Mechanism in Bangkok Street Food under the Influence of COVID-19

“…The two can be integrated to explain the results that product purchasing can be regarded as the relationship between a business and a customer after considering alternatives and information gathered from available resources after realizing their needs, and the relationship last as long as the benefits of both parties outnumber their costs 24 . In the alternative-evaluation stage, customers compare the benefits of each alternative to its costs 2,22,23 . The benefits from purchasing a product that build customer confidence and trust in businesses, offset their costs, such as risk perception from consuming the product and not to choose other alternatives 2,3 .…”

“…Perceived risk was measured using the four-item perceived risk scale adapted from Ratasuk 22 and Joo, Xu, Lee, Lee and Woosnam 85 , such as, " Consuming foods from this street vendor increases my anxiety/stress related to foodborne illness and COVID-19 prevention." and "Food products from this street vendor increase the risk of foodborne illness and COVID-19 infection.…”

“…This theory assumes that people always seek rewards while avoiding punishment, and it has been applied in diverse fields, particularly the business field, where it is employed to explain the relationship between businesses and their customers 19 -21 . The social exchange theory has been applied to several business contexts to explain the relationship between businesses and their customers 22,23 . The theory proposes that consumers do not develop a relationship with businesses based on emotions and feelings but on their analysis determining economic risks and opportunities of engaging with businesses.…”

Does Food Safety Build Customer Trust? The Mediating Role of Perceived Risk in Food Delivery Service in Bangkok during the COVID-19 Pandemic

“…As long as their benefit outweighs their cost, the relationship remains. Researchers widely adopt the social exchange theory to explain relationships and phenomena in business and marketing ( Paparoidamis et al , 2019;Ratasuk, 2021) . In many business contexts, the social exchange theory has been applied to explain the relationship between organizations and their customers developed from the exchange of benefits between the two parties ( Paparoidamis et al , 2019;Ratasuk & Buranasompob, 2021) .…”