พฤติกรรมบริโภคผลิตภัณฑ์สีเขียวของแม่บ้าน ในเมืองคุนหมิง มณฑลยูนนาน สาธารณรัฐ ประชาชนจีน

Abstract

The independent study focused on Green Product Consumption Behavior of Housewives in Kunming City Yunnan Province, People's Republic of China. The purpose of this study was to 1) study green products consumption behavior of housewives in Kunming Yunnan Province, People's Republic of China and 2) study guidelines for promoting green product consumption in Kunming Yunnan Province, People's Republic of China. This study was survey research. The data were collected from 120 samples by a group of housewives shopping at the Parkson Department Store Golden Eagle Mall and WangFuJing Department Store of Nanpingjia Community, Kunming City, People's Republic of China. Questionnaires were used for data collection and data record. Copyright by Chiang Mai University 1. The results indicated that most of samples had the green products consumption behaviors reasons to help protect the environment, had habit of not choosing to consume green products because of the expensive price, have received information about green products though internet. A factor in choosing to buy the green products was when all the used things were out of stock, broken, or lost. Most of samples did not know for sure when they started to use the green product. They decided to consume the green products by themselves, with a frequency of every week. Most of them selected green product from shopping malls or supermarkets. The proportion of the use of green products in everyday life was 21-50% and the samples were mostly happy to recommend others to buy green products and most of samples had knowledge of green products at a high level. 2. The promotion of green products in Kunming City Yunnan Province, People's Republic of Chin was neededs to be done at three levels:policy, enterprise and society. 1) In policy promotion green product market and establish a tax reduction policy for green products. 2) In the organization promotion guideline, organizations should reduce the cost of green products, improve production technology, increase the quality of green services, create advertising strategies and create a data collection platform for green products 3) In the way of promoting society, communities should educate people via social media, set an example of green product consumption, set up environment curriculum in schools and give importance to green products for consumers and general public.