พฤติกรรมตามแนวคิดการบริโภคที่ยั่งยืนของสตรีวัยทำงานในอำเภอเมืองเชียงใหม่ ต่อการซื้อเสื้อผ้าพื้นเมืองสำเร็จรูป

Abstract

This study was intended to study behavior according to sustainable consumption concept of working-age women in Mueang Chiang Mai district towards purchasing local ready-made clothing. Questionnaires were used to collect data from 300 working-age women which selected by quota sampling based on Generations of respondents. After that, the data was analyzed by descriptive and inferential statistics. The results of the study showed that all of the respondents were women who lived or worked in Mueang Chiang Mai district. The respondents were equally divided into 2 groups; 21-38 and 39-50 years old. Majority of the respondents were single with the bachelor’s degree and worked as government, state enterprise or university employees. Most of them had average monthly revenue of 9,001-20,000 baht. The majority of respondents purchased blouse for wearing at workplace. They used the information that they had to make a decision and also influenced by themselves. Most of them purchased from retail shops with uncertain time. The average purchasing per year was once per year. Respondents purchased one item per time with the average cost of less than 500 baht. This study also found out that most of respondents did not search information before purchasing, but there were some respondents who searched information and most of them received information from personal source. Majority of respondents satisfied with the previous purchasing and would repurchase from the same shop or same brand again. Moreover, if there were no campaigns to wear local dress, most of respondents would wear local dress at workplace occasionally. The marketing mix factors; product, price, place and promotion, according to sustainable consumption concept, which were the most important factors influenced the decision of respondents towards purchasing local ready-made clothing, were comfortable to wear, suitable price with product quality, easy access to channel, and human relations and service mind of salesperson respectively. Respondents agreed to the sustainable consumption concept with the mean of 3.77. This mean was used to classify respondents into 2 groups which were general consumers group and sustainable consumers group. Consumer profiles, consumer behaviors and marketing mix factors according to sustainable consumption concept of both consumer groups were almost similar to respondents’ results except occupation; private employee for sustainable consumers group, average purchasing per year; 2 times per year for sustainable consumers group, source of information; trade fairs or exhibitions for sustainable consumers group and internet, website or social network for general consumers group. This study found out that there were statistically significant relationship of consumer profiles; revenue after regroup, and consumer behaviors; source of information and consumers’ willing to wear local dress, between both consumer groups at a significance level of 0.05. Furthermore, there were also statistically significant difference in the importance of marketing mix factors according to sustainable consumption concept; quality of dressmaking, color and pattern, utility, maintenance, comfortable to wear, use of natural and local raw material, eco-friendly production process, employment of local people in production process and channel, price equal to market price, clarity of price tag, easy access to channel, facility, interior design, product placement, environment and nature conservation, energy conservation and saving, distribution through community channel, information provided by salesperson, human relations and service mind of salesperson, social and environmental responsibility, between both consumer groups at a significance level of 0.05