A Perspective of Transportation Service Customer on Green Transportation towards Buying Behaviour : A Study of Southern Industry Thailand

Abstract

This research aims to explore the perceptions about green transportation, its challenges and opportunities and its influence toward buying behaviours from the perspectives of transportation service customers in Southern Thailand. While the research on the green transportation is continually increasing, there are still a few studies on the green transportation particularly in the South of Thailand. To progress the study, the literature on green logistics, green transportation, sustainable development and business buying behavior were adopted. The qualitative case study was implemented. Data saturation was reached when interviewing twenty transportation service customers. The criteria for selecting these samples were based on at least five year of their working experiences in transportation industry and these samples must be the people who have authorities to select transportation services providers. The results showed that the green implementation does not have any effect in the transportation service customers' buying decision. As a consequence, most of the transportation companies rarely apply the green policy. The study offers a Thai perspective towards the green transportation and its practice adding to the literature and provides suggestions to the green transportation approach.