Main Article Content
Innovation, New Products, LED Lamps, Consumer Behavior
The purpose of this paper is to investigate the factors affecting the intention to buy LED lamps on the part of adult Bangkokians that are the purchase decision-makers and are aware of LED lamps. A multiple regression model was employed to investigate the factors affecting the intention to buy LED lamps. Thirteen motives for adopting LED lamps were identified. They were: price, quality, energy saving, durability, trustworthiness of LED lamp performance, compatibility of LED lamps with the lighting fixtures, brand, product availability, promotion and corporate social responsibility, environmental consciousness, social well-being, and perceived effectiveness of environmental behavior. In addition, the effects of demographic variables (i.e., gender, age, education, and household income) on the adoption of LED lamps were examined. A total of 555 responses were collected from the adult shoppers. The results of the multiple regression analyses suggest that the factors affecting the intention to purchase LED lamps in the low household income segment are quality, compatibility of LED lamps with lighting fixtures, product availability, and corporate social responsibility. In the high household income segment, they are energy saving and perceived effectiveness of environmental behavior.