Factors affecting tourist’s intention to purchase environmentally friendly sunscreen products: A case study of Phuket, Thailand

Abstract

The purpose of this study was to examine the effect of visitors’ environmental knowledge, attitudes, and perceptions of the marketing mix on their intentions to purchase environmentally friendly sunscreen products. This research was conducted in Phuket, a prominent international destination whose tourism resources, notably its marine ecosystem, are under severe pressure as a result of the over tourism dilemma. The sample size was determined using a convenience sample of 400 visitors. A closed-ended structure questionnaire was used to collect prerequisite data. Descriptive statistics were used to summarize the sample’s characteristics, as well as their knowledge and attitude toward environmentally friendly sunscreen products, while multiple regression analysis was used to verify the factors influencing visitors’ intention to purchase the products. The findings revealed that despite tourists’ inadequate knowledge about environmentally friendly sunscreen products, their attitudes toward such items were favorable. The regression analysis revealed that attitude, price, and place all played a significant role in predicting purchasing intention. The study concluded that a strategy should be devised to enhance environmental knowledge and awareness, while emphasizing price and distribution strategies that make tourist consumption more affordable and accessible, thereby directly contributing to the alleviation of marine life concerns.