พฤติกรรมตามแนวคิดการบริโภคอย่างยั่งยืนของผู้บริโภคในอำเภอเมืองเชียงใหม่ต่อการซื้อเฟอร์นิเจอร์สำหรับที่อยู่อาศัย

Abstract

The purpose of this research was to study consuming behavior based on the concept of sustainable consumption of consumers in Mueang Chiang Mai towards buying habitat furniture. Questionnaires were used to collect data and the sample size was roughly 400 subjects, divided into 2 sample groups. There was a group of general consumers and a group for consumer awareness based on the concept of sustainable consumption. Both groups that were tested were observed for their behaviors and differences. The result of the research found that most of the members in from both groups were between ages of 18-30, single status, bachelor degree holders; and students living with 3-4 family members. The group of general consumers lived in condominiums while the group of consumer awareness on the concept of sustainable consumption lived at home. Based on the analysis of the relationship between the 2 groups of consumers, it showed that the factors of gender, age, marital status, education level, occupation and income per household had no relationship between these two groups. But, there were 2 factors related which were the factor of residence and family member living together. As for the relationship between the 2 groups of consumers towards behavior in buying habitat furniture, the related parts were types of furniture, reason for buying furniture, duration (day) of buying furniture and frequency of buying. As for no relationship between 2 groups of consumer; there were source of furniture production, materials used in the manufacture of furniture, duration (year) of buying furniture, numbers of store to observe before buying, duration of making decision for buying, average value of buying furniture each time and person influenced purchasing decision The group of general consumers and the group of consumers awareness on the concept of sustainable consumption gave important insight to the factor of option to purchase, same as the factor of product wooden product; such as wooden product must be produced from wood planted by manufacturer itself and reputation of product brand. Besides, both 2 groups of consumer gave different importance to the rest factors. About the opinion toward the impact of furniture product to economic, social and environment factors, both groups gave a different importance to environment impact but gave the same importance to social and economic impacts.