พฤติกรรมตามแนวคิดการบริโภคอย่างยั่งยืนของคนอำเภอ เมืองเชียงใหม่ต่อการบริโภคอาหารจานด่วนแบบตะวันตก

Abstract

Independent study aims to study behavior regarding to sustainable consumption concept of people in Mueang Chiang Mai towards western-style fast food. The questionnaire is used for collecting data from locals in total of 300 samples. Descriptive analysis was using as an analyzing tool to collect data statistically. Frequency, percentage, mean, and standard deviation shall be determined. Moreover, Chi-square and T-test techniques are used for analyzing correlation and difference of data respectively. The study presented that most respondents were male, age 15-20 years old, student, with bachelor’s degree and has income less than 10,000 Baht per month. The only reason of choosing the western-style fast food restaurant service was quickness. The finding also shows that KFC was the fast food restaurant that people like to visit most as well as fried chicken was their most favorite menu. In sense of consuming fast food, Quality and taste were the main reason. The respondents also confirmed that they made their own buying decision themselves and mostly visit the fast food restaurant during the weekend around 11 – 13 o’clock. The frequency of visiting was less than once a week when they were in a rush. Number for eating companions for each visited was 3-4 persons and spent approximately around 101–200 Baht per person a time. The payment usually made by cash and they are mostly eating-in at shopping mall nearby their workplace or studying campus. According to the statistical study, consumers can be divided into two groups; consumers who are aware of the concept of sustainable consumption and general consumers. The general consumers had an average to the behavior according to sustainable consumption less than 3.85 and the consumers who are aware sustainable consumption concept had an average more than or equal to 3.85 Referring to correlation analysis between general information and both groups of people who consumed western-style fast food, the finding presented that only sexual correlated with consumers who are aware of the concept of sustainable consumption and general consumers. Referring to the correlation analysis between the behavior according to sustainable consumption towards western-style fast food and these two groups of consumers, the finding presented that the influential people in deciding, occasion of western-style fast food consumption and the way to order western-style fast food was affected to both groups of consumers. According to the study on statistic test of difference of marketing mix of both consumer groups, the finding presented that the consumers who are aware of the concept of sustainable consumption focused on sub factors as container cleanliness, delivery service and discount coupon higher than general consumers significantly.