ปัจจัยด้านจิตวิทยาที่มีผลต่อการตัดสินใจซื้อสินค้าที่ติดฉลากลดโลกร้อนในประเทศไทย
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เผยแพร่แล้ว:
ม.ค. 17, 2018
คำสำคัญ:
Green Consumption Behavior Carbon Footprint Reduction Labe Psychological Factors Purchasing Decision
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บทคัดย่อ
จากวิกฤตปัญหาภาวะโลกร้อน สินค้าที่ติดฉลากลดโลกร้อนเป็นเครื่องมือที่ช่วยในการแก้ไขปัญหาดังกล่าว แต่ในประเทศไทยมีการศึกษาเรื่องนี้ค่อนข้างน้อย ดังนั้นงานวิจัยนี้จึงมีวัตถุประสงค์เพื่อศึกษาผลกระทบของปัจจัยด้านจิตวิทยาที่มีต่อการตัดสินใจซื้อสินค้าที่ติดฉลากลดโลกร้อน 3 ประเภทคือ ผลิตภัณฑ์แบรนด์ น้ำมันพืชกุ๊ก และน้ำยาล้างจานไลปอนเอฟ โดยใช้สถิติการถดถอยโลจิสติกส์ทวิ เก็บข้อมูลจากผู้ที่มีประสบการณ์ในการซื้อผลิตภัณฑ์ลดโลกร้อน 400 คนในทุกภูมิภาค ผลการศึกษาพบว่าทัศนคติด้านสิ่งแวดล้อมเป็นปัจจัยเดียวที่มีผลกระทบเชิงบวกต่อการตัดสินใจซื้อสินค้าที่ติดฉลากลดโลกร้อน ในขณะที่จิตสำนึกด้านสิ่งแวดล้อม
ความตระหนักหรือห่วงใยผลกระทบด้านสิ่งแวดล้อมและการให้ความสำคัญกับความสัมพันธ์ระหว่างมนุษย์กับธรรมชาติไม่มีผลต่อการตัดสินใจซื้อ ดังนั้นการสื่อสารทางการตลาดที่มุ่งเน้นเพื่อสร้างทัศนคติที่ดีให้กับผู้บริโภคจะสามารถทำให้เกิดการตัดสินใจซื้อสินค้าที่ติดฉลากลดโลกร้อนได้
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บทความวิจัย (Research article)
References
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31. Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y. and Podsakoff, N. P. (2003). Common method biases in behavioral research:A critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5), 879-903.
32. Rettie, R., Burchell, K. and Riley, D. (2012). Normalising green behaviours: A new approach to sustainability marketing. Journal of Marketing Management, 28(3/4), 420-444.
33. Ritter, Á. M., Borchardt, M., Vaccaro, G. L. R., Pereira, G. M. and Almeida, F. (2015). Motivations for promoting the consumption of green products in an emerging country: Exploring attitudes of Brazilian consumers. Journal of Cleaner Production, 106(November 2015), 507-520.
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35. Rovinelli, R. J. and Hambleton, R. K. (1977). On the use of content specialists in the assessmentof criterion-referenced test item validity. Dutch Journal of Educational Research, 2(March 1977), 49-60.
36. Samarasinghe, R. (2012). The influence of cultural values and environmental attitudes on green consumer behaviour. International Journal of Behavioral Science, 7(1), 83-98
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38. Schiffman, L. G. and Kanuk, L. L. (2004). Consumer behavior (8th ed). NJ: Pearson Prentice Hall.
39. Schlich, M. and Schlich, E. (2011). Consumer response to the Product Carbon Footprint (PCF). Retrieved March 8, 2015, from https://goo.gl/CjrTnZ
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41. Sheth, J. N., Newman, B. I. and Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of Business Research, 22(2), 159-170.
42. Shuai, C., Yang, X., Zhang, Y., Shuai, C. and Ding, P. (2014). Consumer behaviour on low-carbon agri-food purchase: A carbon labelling experimental study in China. Agricultural Economics / Zemedelska Ekonomika, 60(3), 133-146.
43. Sinnappan, P. and Rahman, A. A. (2011). Antecedents of green purchasing behavior among Malaysian consumers. International Business Management, 5(3), 129-139.
44. Song, K. (2008). The influrence of Chinese cultural values on consumer perceptiions and behavioral intention towards and apparal mass custermization website. Iowa: Iowa state University.
45. Thailand Greenhouse Gas Management Organization. (2012). Carbon footprint for organization or corporate carbon footprint. Retrieved October 24, 2016, from https://goo.gl/qTCTuZ
46. Thogersen, J. and Zhou, Y. (2012). Chinese consumers’ adoption of a ‘green’ innovation-the case of organic food. Journal of Marketing Management, 28(3/4), 313-333.
47. Vanclay, J., Shortiss, J., Aulsebrook, S., Gillespie, A., Howell, B., Johanni, R., et al. (2011). Customer response to carbon labelling of groceries. Journal of Consumer Policy, 34(1), 153-160.
48. Vlosky, R. P., Ozanne, L. K. and Fontenot, R. J. (1999). A conceptual model of US consumer willingness-to-pay for environmentally certified wood products. Journal of Consumer Marketing, 16(2), 122-140.
49. Zhao, H., Gao, Q., Wu, Y., Wang, Y. and Zhu, X. (2014). What affects green consumer behavior in China? A case study from Qingdao. Journal of Cleaner Production, 63(15 January 2014), 143-151.
50. Zhao, R. and Zhong, S. (2015). Carbon labelling influences on consumers’ behaviour: A system dynamics approach. Ecological Indicators, 51, 98-106.
51 Zhu, Q., Li, Y., Geng, Y. and Qi, Y. (2013). Green food consumption intention, behaviors and influencing factors among Chinese consumers. Food Quality and Preference, 28(1),
279-286.
2. Biswas, A. and Roy, M. (2015). Green products: An exploratory study on the consumer behaviour in emerging economies of the East. Journal of Cleaner Production, 87(15 January 2015), 463-468.
3. Borin, N., Cerf, D. C. and Krishnan, R. (2011). Consumer effects of environmental impact in product labeling. Journal of Consumer Marketing, 28(1), 76-86.
4. Chan, R. Y. K. (2001). Determinants of Chinese consumers' green purchase behavior. Psychology and Marketing, 18(4), 389-413.
5. Chan, R. Y. K. and Lau, L. B. Y. (2000). Antecedents of green purchases: A survey in China. Journal of Consumer Marketing, 17(4), 338-357.
6. Chekima, B., Syed, A. W., Igau, O. A., Chekima, S. and Sondoh, J. S. L. (2016). Examining green consumerism motivational drivers: Does premium price and demographics matter to green purchasing?. Journal of Cleaner Production, 112(Part 4), 3436-3450.
7. Cheng-Jui, T. and Shuo-Chang, T. (2011). Effect of consumer environmental attitude on green consumption decision-making. Pakistan Journal of Statistics, 27(5), 699-708.
8. Cochran, W. G. (1953). Sampling Techiques. New York: John Wiley and Sons.
9. Costa, S., Ibanez, L., Loureiro, M. L. and Marette, S. (2009). Quality promotion through eco-labeling: Introduction to the special issue. Journal of Agricultural and Food Industrial Organization, 7(2), 1-8.
10. D' Souza, C., Taghian, M., Lamb, P. and Peretiatko, R. (2007). Green decisions: Demographics and consumer understanding of environmental labels. International Journal of Consumer Studies, 31(4), 371-376.
11. Eagly, A. H. and Chaiken, S. (1993). The psychology of attitudes. Orlando: Harcourt Brace Jovanovich College Publisher.
12. Environet. (2013). Dept information adaptive: What is low carbon society?. Retrieved Febuary 5, 2014, from http://www.environnet.in.th/archives/1390
13. Fishbein, M. and Ajzen, I. (1975). Belief, attitude, intention and behavior: An introduction to theory and research. Reading, Mass. Ontario: Addison-Wesley.
14. Gadema, Z. and Oglethorpe, D. (2011). The use and usefulness of carbon labelling food: A policy perspective from a survey of UK supermarket shoppers. Food Policy, 36(6), 815-822.
15. Genc, E. (2013). The impact of value orientations on the relative preference of environmental, functional and price attributes of products. Deger egilimlerinin urunlerin cevresel, fonksiyonel ve fiyat ozelliklerinin goreceli tercihlerindeki etkisi, 42(2), 254-275.
16. Government Gazette. (2016). National economic and social development plan No. 12. Retrieved December 22, 2016, from https://goo.gl/7eb5EP
17. Green the Earth. (2008). Global warming impacts. Retrieved January 5, 2014, from https://goo.gl/IDxSnW
18. Hartikainen, H., Roininen, T., Katajajuuri, J. M. and Pulkkinen, H. (2013). Finnish consumer perceptions of carbon footprints and carbon labelling of food products. Journal of Cleaner Production, 73(2014), 285-293.
19. Huang, H. C., Lin, T. H., Lai, M. C. and Lin, T. L. (2014). Environmental consciousness and green customer behavior: An examination of motivation crowding effect. International Journal of Hospitality Management, 40(July), 139-149.
20. Kalafatis, S. P., Pollard, M., East, R. and Tsogas, M. H. (1999). Green marketing and Ajzen's theory of planned behaviour: A cross-market examination. Journal of Consumer Marketing, 16(5), 441-460.
21. Kalumpabut, W. (2010). Attitudes and subjective norms of generation Y consumers in Bangkok that sffect purchase intention of green products. Independent Study M.S, Faculty of Commerce and Accountancy Thammasat University, Bangkok.
22. Laroche, M., Bergeron, J. and Barbaro-Forleo, G. (2001). Targeting consumers who are willing to pay more for environmentally friendly products. Journal of Consumer Marketing, 18(6), 503-520.
23. Lin, P. C. and Huang, Y. H. (2012). The influence factors on choice behavior regarding green products based on the theory of consumption values. Journal of Cleaner Production, 22(1), 11-18.
24. Mostafa, M. M. (2007). A hierarchical analysis of the green consciousness of the Egyptian consumer. Psychology and Marketing, 24(5), 445-473.
25. Natural Resources Defense Council. (2010). Climate change, water and risk current water demands are not sustainable. Retrived July 17, 2012, from https://goo.gl/4udK8R
26. Nunnally, J. C. (1978). Psychometric theory (2nd ed.). New York: McGraw-Hil.
27. Nunnally, J. C. and Bernstein, I. H. (1994). Pshchometric theory (3rd ed). New York: McGraw-Hill.
28. Paco, D. A. and Raposo, M. (2009). Green segmentation: An application to the Portuguese consumer market. Marketing Intelligence and Planning, 27(3), 364-379.
29. Paco, A., Alves, H., Shiel, C. and Filho, W. L. (2013). Development of a green consumer behaviour model. International Journal of Consumer Studies, 37(4), 414-421.
30. Pinto, D. C., Herter, M. M., Rossi, P. and Borges, A. (2014). Going green for self or for others? Gender and identity salience effects on sustainable consumption. International Journal of Consumer Studies, 38(5), 540-549.
31. Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y. and Podsakoff, N. P. (2003). Common method biases in behavioral research:A critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5), 879-903.
32. Rettie, R., Burchell, K. and Riley, D. (2012). Normalising green behaviours: A new approach to sustainability marketing. Journal of Marketing Management, 28(3/4), 420-444.
33. Ritter, Á. M., Borchardt, M., Vaccaro, G. L. R., Pereira, G. M. and Almeida, F. (2015). Motivations for promoting the consumption of green products in an emerging country: Exploring attitudes of Brazilian consumers. Journal of Cleaner Production, 106(November 2015), 507-520.
34. Roos, E. and Tjarnemo, H. N. (2011). Challenges of carbon labelling of food products: A consumer research perspective. British Food Journal, 113(8), 982-996.
35. Rovinelli, R. J. and Hambleton, R. K. (1977). On the use of content specialists in the assessmentof criterion-referenced test item validity. Dutch Journal of Educational Research, 2(March 1977), 49-60.
36. Samarasinghe, R. (2012). The influence of cultural values and environmental attitudes on green consumer behaviour. International Journal of Behavioral Science, 7(1), 83-98
37. Sanchez, M. J. and Lafuente, R. (2010). Defining and measuring environmental consciousness. Revista Internacional de Sociologia, 68(3), 731-755.
38. Schiffman, L. G. and Kanuk, L. L. (2004). Consumer behavior (8th ed). NJ: Pearson Prentice Hall.
39. Schlich, M. and Schlich, E. (2011). Consumer response to the Product Carbon Footprint (PCF). Retrieved March 8, 2015, from https://goo.gl/CjrTnZ
40. Sharp, A. and Wheeler, M. (2013). Reducing householders’ grocery carbon emissions: Carbon literacy and carbon label preferences. Australasian Marketing Journal (AMJ), 21(4), 240-249.
41. Sheth, J. N., Newman, B. I. and Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of Business Research, 22(2), 159-170.
42. Shuai, C., Yang, X., Zhang, Y., Shuai, C. and Ding, P. (2014). Consumer behaviour on low-carbon agri-food purchase: A carbon labelling experimental study in China. Agricultural Economics / Zemedelska Ekonomika, 60(3), 133-146.
43. Sinnappan, P. and Rahman, A. A. (2011). Antecedents of green purchasing behavior among Malaysian consumers. International Business Management, 5(3), 129-139.
44. Song, K. (2008). The influrence of Chinese cultural values on consumer perceptiions and behavioral intention towards and apparal mass custermization website. Iowa: Iowa state University.
45. Thailand Greenhouse Gas Management Organization. (2012). Carbon footprint for organization or corporate carbon footprint. Retrieved October 24, 2016, from https://goo.gl/qTCTuZ
46. Thogersen, J. and Zhou, Y. (2012). Chinese consumers’ adoption of a ‘green’ innovation-the case of organic food. Journal of Marketing Management, 28(3/4), 313-333.
47. Vanclay, J., Shortiss, J., Aulsebrook, S., Gillespie, A., Howell, B., Johanni, R., et al. (2011). Customer response to carbon labelling of groceries. Journal of Consumer Policy, 34(1), 153-160.
48. Vlosky, R. P., Ozanne, L. K. and Fontenot, R. J. (1999). A conceptual model of US consumer willingness-to-pay for environmentally certified wood products. Journal of Consumer Marketing, 16(2), 122-140.
49. Zhao, H., Gao, Q., Wu, Y., Wang, Y. and Zhu, X. (2014). What affects green consumer behavior in China? A case study from Qingdao. Journal of Cleaner Production, 63(15 January 2014), 143-151.
50. Zhao, R. and Zhong, S. (2015). Carbon labelling influences on consumers’ behaviour: A system dynamics approach. Ecological Indicators, 51, 98-106.
51 Zhu, Q., Li, Y., Geng, Y. and Qi, Y. (2013). Green food consumption intention, behaviors and influencing factors among Chinese consumers. Food Quality and Preference, 28(1),
279-286.