พฤติกรรมผู้บริโภควัยทำงานในอำเภอเมืองเชียงใหม่ ในการซื้อผลิตภัณฑ์ที่เป็นมิตรต่อสิ่งแวดล้อม

Abstract

The purpose of this independent study was to study the behavior of working-aged consumers in Mueang Chiang Mai District towards purchasing environmental friendly products household cleaning. The questionnaire was used to collect data from working-aged consumers in Mueang Chiang Mai District. Descriptive statistics as frequency, percentage and mean were also used to analyze the data. The study revealed that most of the respondents were in the age between 35 – 44 years, educated at bachelor degree level, and were employed by private companies. The product that most of the respondents purchased the most was dishwashing liquid Bergamot flavor named “Lipon F”, following by dishwashing liquid hygiene named “Lipon F”. Most of the respondents realized that those products were environmental friendly product, whereas another 47 percent did not realize it. The reasons that the respondents did not realize that those are environmental friendly product were because: first, they considered the price that is suitable to the quality; second, the quality of the product was higher than others. The person who affected the decision to purchase the environmental friendly product was husband/wife. Mostly, the respondents purchased the products from department stores such as Tops Market and Rimping Supermarket. The reason that the respondents chose to purchase from those stores was because there were various kinds of products. The media that introduced the environmental friendly product the most was television. The two criteria that the respondents used to purchase the products were the product’s quality and the brand. Also, the respondents would purchase 2 – 3 units of environmental friendly product each time, which was approximately 100 – 300 Baht. Then, the respondents would compare the expense between environmental friendly product and general product, and found that it was close to each other. After using the product, the respondents were satisfied.