พฤติกรรมตามแนวคิดการบริโภคอย่างยั่งยืนของคนวัยทำงาน ในอำเภอเมืองเชียงใหม่ต่อการบริโภคอาหารแช่แข็งพร้อม รับประทาน

Abstract

This independent study aimed to examine the behavior according to the sustainable consumption concept of working-age population in Mueang district, Chiang Mai towards consuming ready-to-eat frozen food. The consumer behavior and sustainable concept concerned with the effect of economic, social and environment in consumption are framework of this study. The study involved collecting data from a sample of 350 participants by using questionnaires. The data was then analyzed by using descriptive statistics including frequencies, percentages and averages and inferential statistics. The result of the study showed that most of working-age in Mueang Chiang Mai district were single women aged between 25 and 34, graduated bachelor degree, worked in private sector and average income between 10,001 and 15,000 baht per month. Regarding, the consumption behavior towards consuming ready-to-eat frozen food, the respondents ate ready-to-eat frozen food more than once a week as the main meal for breakfast. The product were produced in Thailand. The cost for the food was 51-100 baht per person per meal. Reason for buying was convenience. The respondents made purchasing decisions by themselves and consume the frozen food during office hour. Ready-to-eat frozen food brand that the respondents ate the most was Ezygo (CP) as its variety. The respondents purchased the foods from convenience stores (7-Eleven) because they were close to their workplace or their home. In terms of marketing mix affecting consumer buying behavior towards ready-to-eat frozen food, the study showed that the overall importance level of the marketing mix was high. The high importance levels of the marketing mix factors ranked from the highest were of distribution, of price and of product respectively. The importance level of the promotion factors was rated at a moderate level. Moreover, in the respondents’ opinions, how ready-to-eat food affected the environment wasn’t very important to them. In terms of behavior according to the sustainable consumption concept, the study found that the respondents agreed with the overall idea of the sustainable consumption concept with the average value of 3.75. Respondents’ opinion about sub-behaviors that they agreed on, ranked according to the average value, were the opinion about organizational behavior towards the environment, the opinion about organizational behavior towards economy and society, the opinion about personal behavior towards the environment, and the opinion about personal behavior towards society. The opinion about personal behavior towards economy was inconclusive. These average values were used to split the consumers into two groups; consumers who were aware of the sustainable consumption concept and general consumers.