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การสำรวจความสัมพันธ์ระหว่างความรู้ทางสิ่งแวดล้อมและความตั้งใจซื้อของผู้บริโภคในการซื้อผลิตภัณฑ์ที่เป็นมิตรต่อสิ่งแวดล้อม

ผู้แต่ง

  • เอกธนัช โตงิ้ว สาขาวิชาบริหารธุรกิจ คณะพาณิชยศาสตร์และการบัญชี จุฬาลงกรณ์มหาวิทยาลัย
  • ณัฐพล อัสสะรัตน์ ภาควิชาการตลาด คณะพาณิชยศาสตร์และการบัญชี จุฬาลงกรณ์มหาวิทยาลัย

คำสำคัญ:

ความตั้งใจในการซื้อ , ความรู้เกี่ยวกับสิ่งแวดล้อม , ความไว้วางใจ , ฉลากเพื่อสิ่งแวดล้อม , ผลิตภัณฑ์ที่เป็นมิตรต่อสิ่งแวดล้อม ทฤษฎีพฤติกรรมตามแบบแผน

บทคัดย่อ

บทความวิจัยนี้มีวัตถุประสงค์เพื่อศึกษาหาปัจจัยที่ส่งผลต่อความตั้งใจในการซื้อผลิตภัณฑ์ที่เป็นมิตรต่อสิ่งแวดล้อม โดยอ้างอิงทฤษฎีของพฤติกรรมตามแผน (Theory of Planned Behavior) เพื่อทำนายแนวโน้มการซื้อผลิตภัณฑ์ที่เป็นมิตรต่อสิ่งแวดล้อมของผู้บริโภคในประเทศไทย ทำการรวบรวมข้อมูลด้วยช่องทางออนไลน์จำนวน 400 ตัวอย่าง โดยทำการสุ่มตัวอย่างแบบโควตา (Quota Random Sampling) ให้มีการกระจายอย่างเท่ากันตามเพศและอายุ และทำการวิเคราะห์ข้อมูลด้วยแบบจำลองสมการโครงสร้าง (Structural Equation Model) ซึ่งผลการวิจัยพบว่า ความรู้เกี่ยวกับสิ่งแวดล้อมมีอิทธิพลเชิงบวกอย่างมีนัยสำคัญต่อความรู้เกี่ยวกับฉลากเพื่อสิ่งแวดล้อมและความไว้วางใจของผู้บริโภค แสดงให้เห็นว่าต้องมีความรู้และความเข้าใจเพื่อที่จะส่งผลให้ฉลากเพื่อสิ่งแวดล้อมถูกใช้งานได้อย่างมีประสิทธิภาพและมีความน่าเชื่อถือในข้อมูลที่นำเสนอ โดยค่าที่ได้จากแบบจำลองโครงสร้างมีดังนี้ x2 /df = 2.405, GFI = 0.832, AGFI  =  0.804, CFI  =  0.917, NNFI =  0.867 และ RMSEA  =  0.059 ซึ่งบ่งบอกถึงคุณภาพและความเหมาะสมของโมเดลในงานวิจัย

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