พฤติกรรมตามแนวคิดการบริโภคที่ยั่งยืนของผู้บริโภควัยทำงานต่อการเลือกศูนย์อาหารในศูนย์การค้าในอำเภอเมืองเชียงใหม่

Abstract

This independent study aimed to study the behavior according to sustainable consumption concept of working-age consumers towards selecting food courts in shopping malls in Mueang Chiang Mai District. Questionnaires were used as the tool to collect data. Data was, then, analyzed by the use of descriptive statistics, consisting of frequency, percentage, and mean. The findings presented that most respondents were single female, aged of 20-29 years old, with bachelor’s degree. The majority was the employee of private company and earned the monthly income at the amount of 10,001-15,000 Baht. According to the correlation analysis on general information of the working aged consumers of food courts in shopping malls, as divided into a group of working-aged consumers with sustainable consumption concept and a group of general working-aged consumers, the results presented that the difference of personal factors on education background, career, and average monthly income affected the correlation of these two groups. Nevertheless, the difference of personal factors on gender, age and marital status did not affect the correlation among these two groups. Based upon the study on behavioral classification on the sustainable consumption concept towards selecting food courts in shopping malls of these two groups of consumers, the results suggested that the consumer behaviors on regularity in receiving services, dates and time that they frequently came to receive services from the food courts, frequency in receiving service from the food courts, period in a month that they came to receive service, number of people to receive services in each time, and amount of expenses that they spent in each time affected to both groups of consumers. According to the study on statistic test of difference, the findings presented that both groups of consumers similarly paid an importance on the selection of food courts in shopping malls, as a part of product factor. They, however, differently paid importance to the following sub-factors: food arrangement, chemical-free and environmental friendly food, clear price tag, a part of food cost being allocated for public aids, clean restrooms, and effective sewerage system without causing any problems to community.