การรับรู้คุณค่าด้านสิ่งแวดล้อม และการรับรู้ความสำคัญของส่วนประสมทางการตลาด สีเขียวที่มีผลต่อความตั้งใจซื้อผลิตภัณฑ์เพื่อสิ่งแวดล้อมฉลากเขียว ของผู้บริโภคในจังหวัดสงขลา

Abstract

The purposes of this study were to explore green perceived value that consumers have towards green label products and perception of importance of green marketing mix toward purchase Intention of green label products; and to test the influence of green perceived value that consumers had on green label products and perception of importance of green marketing mix affecting purchase intention of green label products. The instrument of this survey research was a questionnaire to collect data from 400 consumers who were 18 years old and over that never purchased green label products but had received information about green label products. The subjects were purposively selected using convenience sampling from various modern trades in Hatyai city, Songkhla province. The statistics used for data presentation and data analysis were percent, mean, standard deviation, and variables influencing purchase intention were tested using multiple regression coefficient. The results reveal that most of the participants view green label products reflect a good image as part of green perceived value. Additionally, the perception of the importance of green marketing mix represents the reliable standard certification, reasonable prices in terms of quality and quantity, were easily purchased, widely available and enhanced the image from environmentally conscious consumers. The hypothesis testing results present that for green perceived value significantly affect the purchase intention of green label products, the variables affecting purchase intention were reliability in being environmentally-friendly (B=0.18). For the perception of the importance of green marketing mix directly influence purchase intention of green label products, the variables affecting purchase intention were the price (B=0.34), marketing promotion (B-0.24), and the product (B=0.18), respectively.