The using of behavioural design to raise entrepreneur opportunity to sell sustainable design product

Name: Ativich Chewachamroen

keyword: Eco-friendly product

; Sustainable design

; Behavioural science

; Behavioural design

; Purchasing behavior

; Green business

; Green consumer

Abstract: This research aims to raise the opportunity of the entrepreneur in selling a sustainable product by using the behavioural design to nudge and encourage the consumer to buy an environmentally friendly product. To find the potential factors and information, this research uses both quantitative and qualitative research methods which are online survey and in-depth interview respectively. The questions used in both types of research are developed and created from the document reviews related to the sustainable design, green business, purchasing behaviour and behavioural design. In quantitative research, it was undertaken through the online survey, which aims to collect data about the factors influencing on the product buying decision of the consumer. Simultaneously with that assessment, the qualitative research was conducted by interviewing with an expert who is the behavioural designer to find key factors and understand the concept of behavioural design and how to apply these concepts in the eco-friendly product business and also doing the interview with consumers to collect the data. The data were used to analyse and create the guideline for using the behavioural design for the eco-friendly product business. The objective of this study is to investigate potential factors and motivations that influence the buying decision of eco-friendly product and the way how to adapt the behavioural design to the eco-friendly product business. The factors founded from the research result can be categorised into 3 key factors which are trigger, motivation and ability. These are factors related to the behavioural design, which have the potential to create a change in customer behaviour, and the desired behaviour cannot exist if some of these factors are missing. The purpose of the study is to provide the guideline named TMA behavioural design guideline for the using of behavioural design for eco-friendly product purchasing which can be used by entrepreneurs and business owners who do the business that sells an environmentally friendly product. The guideline provides the behavioural design concept about how the behaviour is created, the guideline method for the using of behavioural design including the checklist that helps the user’s outcome reach the highest potential of the guideline. Furthermore, the result of the use of TMA guideline is the strategy for selling a product that can motivate customers to buy an eco-friendly product. Therefore, the guideline will help business owners increase their sale opportunities and expand the range of customers. The research also discusses how the using of behavioural design can help the eco-friendly product (lifestyle product) industry

Thammasat University. Thammasat University Library

Address: BANGKOK

Email: preserv@tu.ac.th

Name: Akpan Thienthaworn

Role: advisor

Name: Busayawan Lam

Role: co-advisor

Created: 2019

Modified: 2022-09-27

Issued: 2022-09-27

วิทยานิพนธ์/Thesis

application/pdf

DOI: 10.14457/TU.the.2019.1156

eng

DegreeName: Master of Science

Level: Master's Degree

Descipline: Design, Business and Technology Management

Grantor: Thammasat University

©copyrights Thammasat University

ลำดับที่.	ชื่อแฟ้มข้อมูล	ขนาดแฟ้มข้อมูล	จำนวนเข้าถึง	วัน-เวลาเข้าถึงล่าสุด
1	8904ativich.pdf	6.12 MB

ใช้เวลา

0.036704 วินาที