Narissara Parkvithee

Innovation, Perceived Value, and Customer Satisfaction as Antecedents of Behavioural Intention: Evidence from the Terrarium Market in Bangkok, Thailand

Although increasing interest with respect to green products, little is known about how innovation affects perceived value, satisfaction, and behavioural intention within niche green product markets. This gap is particularly evident in the terrarium sector, where empirical evidence remains scarce, especially in the Thai...