The term of Social enterprise, it known as the new business model that widely spread all around the world and was accepted that it will truly sustain both economic and social value. Currently, social enterprise becomes booming in Thailand by supporting of the government. In order to sustain social enterprise in Thailand, understanding consumer is a key success factor that unable to disregard.
In this empirical study, it attempt to examine Thai consumer perception toward product attribution from social enterprise by using Cue Evaluation Theory toward their purchase intention. In addition, the study also investigates the factors influencing the values perceived by consumers using the AMC perspective by adapting the perceived functional and social values as motivators that would be affected by moderators which are Social awareness (awareness), Buddhist religiosity (awareness) and Price consciousness (capability) as they intend to purchase from a social enterprise.
This study surveyed and collected 499 Thai respondents from paper and web based, it reveals that perceive social value of a product is the major concern to Thai consumer. Interestingly, price consciousness make Thais more likely take social value of a product in to account in making decision prior buying social enterprise product. Additionally, the research found out that Buddhism religiosity tends to less perceived social value through purchasing while social awareness did not influence in this study as a result of research limitation which broadens product and its value and it might create different perception for Thai respondent.
This study suggests social entrepreneurs market in social value on purchasing product and more specify solving related social issue which related to consumer awareness in order to influence their making decision. Government and private sector might need to build more understanding the purpose toward social enterprise and created a proper cause-related marketing highlight the business ‘goal in order to increase supporting from Thai Buddhist.

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