THE EFFECT OF MATERIALISM MINDFULNESS AND FOOD SAFETY CONCERN ON CONSCIOUSNESS FOR SUSTAINABLE CONSUMPTION OF CONSUMERS PURCHASE ORGANIC FOOD IN THAILAND
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Abstract
The purposes of this research were 1) to study the levels of materialism, mindfulness, food safety concern, and consciousness for sustainable consumption among organic food consumers in Thailand, and 2) to examine the influences of materialism, mindfulness, and food safety concern on consciousness for sustainable consumption among organic food consumers in Thailand. Data were collected from 389 consumers who purchased organic food in Thailand using a 67-item questionnaire. The index of item-objective congruence (IOC) ranged from 0.8 to 1.0, and Cronbach’s alpha coefficient was 0.91. The data were analyzed using descriptive statistics and multiple regression analysis to test the research hypotheses.
The findings revealed that 1) consumers demonstrated the highest levels of mindfulness, food safety concern, and consciousness for sustainable consumption. Moreover, 2) materialism, mindfulness, and food safety concern significantly influenced consciousness for sustainable consumption among organic food consumers in Thailand (p < 0.01).
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บทความทุกเรื่องได้รับการตรวจความถูกต้องทางวิชาการโดยผู้ทรงคุณวุฒิ ทรรศนะและข้อคิดเห็นในบทความ Journal of Global of Perspectives in Humanities and Social Sciences (J-GPHSS) มิใช่เป็นทรรศนะและความคิดของผู้จัดทำจึงมิใช่ความรับผิดชอบของบัณฑิตวิทยาลัย มหาวิทยาลัยราชภัฏวไลยอลงกรณ์ ในพระบรมราชูปถัมภ์ กองบรรณาธิการไม่สงวนสิทธิ์การคัดลอก แต่ให้อ้างอิงแหล่งที่มา
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