พฤติกรรมของผู้บริโภคในจังหวัดเชียงใหม่ในการการซื้อถุงผ้าที่เป็นมิตรต่อสิ่งแวดล้อม

Abstract

The independent study on the topic of Behavior of Consumers in Chiang Mai Province Towards Purchasing Eco-friendly Cloth Shopping Bags has the objective of exploring the behavior of consumers in Chiang Mai province in purchasing eco-friendly cloth shopping bags. This research was used a questionnaire to collect data from a sample of 385 people, then analyzed the data with descriptive statistics such as frequency, percentage, mean and inferential statistical analysis such as the Pearson Chi-Square Test and one-way ANOVA. The study found that the most of questionnaire respondents were female, aged 25 - 40 years or Generation Y, with married status. They have a bachelor's degree or equivalent. Their main occupation is as an employee of a private company with an average monthly income of more than 25,001 Baht. The results show that the consumer behavior in Chiang Mai Province has eco-friendly bags 2 - 4 bags. The material of the eco-friendly bags chosen is natural fibers produced from plants such as cotton, linen, jute, and hemp, replacing the use of plastic bags. Because they are aware of the material of bags to reduce global warming issue. Moreover, they know about natural fibers from plants such as cotton, linen, flax, hemp, pineapple, and kapok. After buying eco-friendly bags, they feel that using it helps reduce the amount of plastic waste. Most of them choose to use general cloth bags, not specific brands. The usage method is to carry the bag by wearing it over the shoulder. They considered the price of eco-friendly bags per bag at a price of 101 - 399 Baht. Most of them gave the reason for purchasing more than 2 bags, namely, that they liked the design style, which was different from the existing ones and can hold a lot of things. They have the objective of using eco-friendly bags to reduce global warming issue and want to campaign to use it instead of plastic bags (Reuse). They give the opinion that if everyone uses eco-friendly bags instead of plastic bags just 1 day a week, it will help to reduce the amount of waste from plastic bags is more than 100 million bags per year. Because it can wash and clean for reuse. However, they decided to buy eco-friendly bags by themselves from accidentally encountering the product at department stores for using in daily life. According to studied result on marketing mix factors, the respondents had opinions on the overall marketing mix factors at the highest level. The factor with the highest average value is the price factor, followed by the place factor and the product factor. The factor with the lowest average value is the promotion factor. The top 10 sub-factors that respondents gave the highest importance to were helping to reduce the amount of plastic waste, followed by being able to reuse them. The price is suitable for the design. There is a price reduction or promotion. The store and product displays are interesting. Prices are clearly displayed. The product can give a feeling of participation in helping reduce global warming issue. The design is convenient to use, can be folded and carried easily. It is easy to maintain and clean. In the abnormal product, it can be exchanged within the specified period or according to the specified conditions. Moreover, eco-friendly bags have a beautiful design and are made from recycled materials. Finally, testing the relationship between personal factors and behavior in purchasing eco-friendly bags by the Pearson Chi-square test at the statistical significance level of 0.05, it can be concluded that age are related to the behavior of purchasing eco-friendly bags at 0.05 significance level.