新兴市场消费者在零售店使用环保购物袋的意向

IF 1.6 Q3 BUSINESS Transnational Corporations Review Pub Date : 2024-04-02 DOI:10.1016/j.tncr.2024.200050
S. Chatrakamollathas, T. Nuengchamnong
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引用次数: 0

摘要

本研究的目的是探讨在新兴市场经济国家泰国的零售商店中,消费者使用环保袋的意向的变量。研究以计划行为理论为基础。研究采用了调查研究设计,通过结构化问卷收集数据,采用 5 点李克特量表,研究样本通过便利抽样和目的抽样方法选出。样本人群包括 609 名 18 岁及以上曾在零售店购物的泰国消费者。研究采用多元线性回归分析法对数据进行分析。结果显示,环境态度、主观规范和感知行为控制对消费者在零售店使用环保购物袋的意向有积极影响。而主观规范对消费者在零售店使用环保购物袋的意向影响最大。本研究的结果有望帮助政府和私营部门制定适当的营销策略,如利用有影响力的人提高消费者对使用环保袋的意向。
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Emerging market's consumer intention towards the use of eco-friendly shopping bags in retail stores

The purpose of this study was to explore variables explaining consumers' intention toward the use of eco-friendly bags in retail stores in an emerging market economy, Thailand. The research was hinged on the Theory of Planned Behavior. The study adopted a survey research design where data was collected using a structured questionnaire on a 5-point Likert scale, with the study sample selected by convenience and purposive sampling methods. The sample population consisted of 609 Thai consumers aged 18 years and above who have shopped in retail stores. Multiple linear regression analysis was applied to analyze the data. The results revealed that environmental attitude, subjective norms, and perceived behavioral control had a positive effect on consumer intention towards the use of eco-friendly shopping bags in retail stores. Whereas subjective norms had the highest effect on consumer intention towards the use of the eco-friendly bag in retail stores. The findings of this study are expected to help the government and private sector to create an appropriate marketing tactics such as using influencers to increase consumer intention towards the use of an eco-friendly bag.

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来源期刊
CiteScore
5.20
自引率
5.70%
发文量
37
期刊最新文献
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