องค์ประกอบแรงจูงใจที่มีอิทธิพลต่อการตัดสินใจซื้อผลิตภัณฑ์ที่ผลิตมาจากพลาสติกชีวภาพของผู้บริโภคในกลุ่มวัย Millennial : กรณีศึกษานักศึกษามหาวิทยาลัยสงขลานครินทร์ วิทยาเขตหาดใหญ่ จังหวัดสงขลา

Abstract

This research aims to study the motivational factors which affect the decision to purchase bioplastics products in the Millennial consumers. The data were collected from a sample group of 400 students aged between 17-33 years who have purchased bioplastics products. The questionnaire was used as a research tool. The data were analyzed by using descriptive statistics to find the percentage, frequency, mean, and standard deviation. The inferential static was analyzed by using exploratory factor analysis which Principal Component Analysis and Varimax Rotation were used. It's also used Multiple Regression Analysis which the significance level of 0.05 as well. The results of the study showed that 42 variables that were studied can be analyzed into 9 factors: promotion and distribution, psychology, properties of bioplastics, environmental responsibility behavior, product image, product benefits, perception, personality and consciousness in using the products. The results of the study on the influence of the motivation factors on the decision to purchase bioplastics products were found that environmental responsibility behavior, product benefits, and perceived have a positive influence on the purchase decision to purchase bioplastics products. The results of this research can be used as a guideline for government agencies, private sector, and interested parties to take these factors into consideration. Moreover, it can be applied to marketing strategies to determine the direction that is consistent with the target groups in order to motivate consumers to use bioplastics instead of conventional plastics.