The Effect of Green Program by Constructivism Concept (GProCC) Relative to Willingness to Purchase Products for Non-Green Consumers at Huachiew Chalermprakiet University

Abstract

We The Effect of Green Program by Constructivism Concept (GProCC) Relative to Willingness to Purchase Green Products for Non-Green Consumers. This study is an experimental research which is one-group pretest-posttest design. Our interview to be used for treating participants GProCC which consisted of perception of the effect of environmental issues toward advertisements, perception of the solution of environment issued toward advertisements, and observe the green advertisements. We used the questionnaire adapted from the Perceived Stress Scale Program (PSS) to measure 30 participant's willingness to purchase green products before (pretest) and after (posttest). Furthermore, we observed the real action of purchasing products at Seven at Huachiew Chalermprakiet University branch. Our findings showed that after the participant joined the GProCC program, the participant change their behavior to purchasing green products. These research results will be useful for marketers who want to change their customer attitudes toward green product buying decision making process.