The purpose of this research is to identify factors affecting consumer’s brand preference toward environment-friendly products like electric vehicles in Bangkok, Thailand. The researcher conducted the study based on a quantitative approach and adapted a nonprobability sampling as a convenience sampling method. The data were collected from 400 respondents living in Bangkok, who are 18 years old and above, with significant knowledge of electric vehicles. This study adapted the Structural Equation Model (SEM) and Confirmatory Factor Analysis (CFA) to examine the model accuracy, reliability and verification influence of various variables. The results revealed that social influence has significant effect on environment concern as well as a positive effect on attitude. The initial significance of environment concern leads to a positive effect on fuel efficiency, followed by brand preference. Lastly, attitude has a significant effect on brand preference as attitude of consumers toward environment-friendly products affects the encouragement of brand preference, which largely depends on individual opinion. From an environmental concern, the researchers identified fuel efficiency and attitude having a positive and significant effect on brand preference toward environment-friendly products for electric vehicles. The authors also found that environmental concern and social influences on green purchasing behavior were significantly interrelated.

Abstract
1. Introduction
2. Literature Review and ResearchFramework
    2.1. Literature Review
    2.2. Research Framework
3. Methodology
    3.1. Population and Sample Size
    3.2. Sampling Technique
    3.3. Pilot Test
4. Result and Discussion
    4.1. Demographic Factors
    4.2. Confirmatory Factor Analysis (CFA)
    4.3. Structural Equation Model (SEM)
    4.4. Research Hypothesis Testing
    4.5. Direct, Indirect and Total Effects ofRelationships
5. Conclusion, Recommendation andLimitation
    5.1. Conclusion
    5.2. Recommendations
    5.3. Limitation and Further Study
References

• Rawin VONGURAI(Innovative Technology Management, Graduate School of Business, Assumption University) Corresponding Author