Factors of Communication Affecting the Rejection of Plastic Bags Usage among Young People in Chiang Rai.

Abstract

The objectives of this research are to examine the consumption behavior of single-use plastic bags, and also investigate the factors of communication that influenced the rejection of using plastic bags among young people in Chiang Rai. The study is based on Quantitative Research using questionnaire as a tool to collect data from 421 representatives. The samples of the research were Generation Z aged between 16 – 23 years old in Chiang Rai. The data were analyzed by using descriptive statistic, which includes frequency, percentage, mean and standard deviation. Multiple Regression Analysis was used as an inferential statistic in order to explore the best independent variable that can predict the behavior of plastic-bag-free usage among young people in Chiang Rai. The results showed that receiver factors (X4), channel factors (X3) and message appeal factors (X2) had positive relation with the behavior of plastic-bag-free usage among Generation Z in Chiang Rai (Y). These three communication factors consisted of receiver factors, channel factors and message appeal factors could forecast the behavioral intention of not receiving plastic bags from the shops among Generation Z in Chiang Rai with the highest percentage at 48.5%