Sustainable Consumption Behavior Factors Affecting Phitsanulok Municipality Consumers
Keywords:
consumption behavior, sustainable consumption, Phitsanulok Municipality, Phitsanulok master plan, happiness cityAbstract
The purpose of this study was to determine the impact of factors facilitating sustainable consumption behavior on consumers' sustainable consumption patterns in Phitsanulok Municipality. The information was gathered through 384 sets of questionnaires distributed to Phitsanulok Municipality residents. The inferential statistics were used to test hypotheses using structural equation modeling (SEM). The findings revealed that the model was consistent with the empirical data by considering the harmonious evaluation statistics, and the consumer value (VP) was an important factor contributing to sustainable consumption behavior affecting the purchasing decisions for environmentally friendly products and reducing lavishness (GD), which was the key consumers' sustainable consumption pattern in Phitsanulok Municipality. This research can be used as a guideline for the development of factors contributing to changes in sustainable consumption patterns, which is consistent with the development plan for Phitsanulok Province to be "Happiness City".
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บทความที่ได้รับการตีพิมพ์ในวารสารวิทยาการจัดการมหาวิทยาลัยราชภัฏพิบูลสงคราม เป็นลิขสิทธิ์ของมหาวิทยาลัยราชภัฎพิบูลสงคราม
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