ปัจจัยด้านประชากรศาสตร์และปัจจัยทางจิตวิทยาที่มีอิทธิพลต่อความเต็มใจจ่ายและความตั้งใจซื้อผลิตภัณฑ์น้ำดื่มในบรรจุภัณฑ์ที่เป็นมิตรกับสิ่งแวดล้อม

Chalearmyut Puangkeaw; Jedsarid Sangkapan; Chutima Wangbenmad

Authors

Chalearmyut Puangkeaw Hatyai University
Jedsarid Sangkapan Hatyai University
Chutima Wangbenmad Hatyai University

Keywords:

Demographic Factors, Psychological Factors, Willingness to Pay, Purchase Intention

Abstract

This research aimed: 1. To examine the demographic factors influencing consumers’ willingness to pay and purchase intentions for drinking water products in environmentally friendly packaging, and 2. To study the psychological factors affecting willingness to pay and purchase intentions for such products among consumers in Hat Yai District, Songkhla Province. The study employed a survey research design using a questionnaire. The samples in this study consisted of 385 consumers who had previously purchased drinking water in environmentally friendly packaging. This refered to packaging that was biodegradable, recyclable, or made from materials that are not harmful to the environment. Data were collected using questionnaires in both paper-based and online formats via Google Form.

The results revealed that 1. Demographic factors, such as having a secondary education level, positively influenced willingness to pay and purchase intention. In contrast, being male, aged between 20-29 years, having an income of less than 10,000 baht per month, and being employed by a private company negatively affected these behaviors. 2. Regarding psychological factors, motivation, learning, and attitude were found to influence both willingness to pay and purchase intention, with predictive capabilities of 42.7% and 54.8%, respectively, at the .001 significance level. Additionally, perception had a direct and statistically significant effect on purchase intention. The findings support the theoretical proposition that both demographic and psychological factors can effectively explain and predict eco-friendly consumption behavior. These results can be applied to the development of marketing strategies and policies that promote sustainable consumer behavior in the future.

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