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

Abstract

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 context. To address this gap, this empirical study, which focused on the interrelation among innovation, perceived value, satisfaction, and behavioural intention determinants was carried out in Thailand’s terrarium market. A quantitative approach using an online survey was conducted with 400 sample participants. The study implemented a probability sampling method applying systematic random sampling to select the participants. A path analysis with latent variables employed structural equation modelling (SEM) to analyze the data via AMOS version 24. The findings indicate that perceived value is the most influential factor significantly affecting customers' behavioural intention. Among its dimensions, perceived emotional value and perceived functional value emerged as the strongest indicators. Innovation was identified as the second most influential factor, with marketing, service, and cultural innovation serving as its strongest indicators. Satisfaction ranked as the third most influential factor, with meaningfulness and affordability identified as its most important dimensions. All hypothesised relationships were statistically significant at the 0.05 level. The standardized total effects showed that perceived value had the strongest influence on customers' behavioural intention (β = .634), followed by innovation (β = .513) and satisfaction (β = .195). These findings provide empirical evidence and contextual insights into Thailand's terrarium market. From a practical perspective, businesses should adopt an integrated strategy that combines innovation, value creation, and customer satisfaction enhancement to strengthen market demand for terrarium products.