พฤติกรรมของผู้บริโภคในอำเภอเมืองเชียงใหม่ในการซื้อบรรจุภัณฑ์ที่เป็นมิตรต่อสิ่งแวดล้อม

Abstract

The purpose of this independent study was to study the behavior of consumers in Mueang Chiang Mai District towards purchasing of environmental friendly packaging. In this study, questionnaire was used to collect data from consumers in Mueang Chiang Mai District 200 consumers. Descriptive statistics as frequency, percentage and mean were also used to analyze the data. Descriptive statistics as frequency, percentage and mean were also used to analyze the data. The results of the study showed that most questionnaire respondents were female, not over 30 years old, with Bachelor’s degree. They were civil servants/state enterprise employees /state employees with the average salary of 10,001-20,000 baht per month. Most were single. The definition of identity as consumers spending rationally. From the study of their behaviors towards purchasing of environmental friendly packaging, it was found that most respondents had purchase frequency 1-5times/year. They purchased for use in everyday life. The reason for purchase was a part of environmental conservation. There was a tendency to purchase in the future, certainly. Some consumers were not sure or not to purchase because the price was too high. From the study of marketing mix factors, it was found that most respondents ranked all factors at the high level, in the following order: price, product, place and promotion. The first ranked sub-factor in each category was: for price, reasonable prices with the benefits to the environment and consumer, for product, product no carcinogens and chemicals harmful to health, for place, convenience for buying the product, for promotion, given the correct knowledge and understanding about environmental friendly packaging.