อิทธิพลของการตลาดผ่านสื่อสังคมออนไลน์ การรับรู้คุณค่า และความไว้วางใจตราสินค้า ที่มีผลต่อความเต็มใจจ่ายบรรจุภัณฑ์อาหารเพื่อสิ่งแวดล้อม
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การวิจัยครั้งนี้มีวัตถุประสงค์ เพื่อ (1) ศึกษาความสัมพันธ์ระหว่างการตลาดผ่านสื่อสังคมออนไลน์ การรับรู้คุณค่าเพื่อสิ่งแวดล้อม ความไว้วางใจตราสินค้าและความเต็มใจจ่ายบรรจุภัณฑ์อาหารเพื่อสิ่งแวดล้อม และ (2) ศึกษาการรับรู้คุณค่าเพื่อสิ่งแวดล้อม และความไว้วางใจตราสินค้าเป็นตัวแปรส่งผ่านระหว่างการตลาดผ่านสื่อสังคมออนไลน์กับ
ความเต็มใจจ่ายบรรจุภัณฑ์อาหารเพื่อสิ่งแวดล้อม กลุ่มตัวอย่างในการศึกษาคือผู้ที่มีประสบการณ์ซื้อบรรจุภัณฑ์อาหารเพื่อสิ่งแวดล้อมในประเทศไทย จำนวน 320 คน ทำการสุ่มตัวย่างแบบไม่ใช้ความน่าจะเป็น ด้วยการสุ่มแบบกำหนดโควตาตามสัดส่วนประชากรรายภาค ใช้แบบสอบถามออนไลน์เป็นเครื่องมือเก็บข้อมูล และวิเคราะห์ข้อมูลด้วยสถิติเชิงพรรณนาและโมเดลสมการโครงสร้าง (SEM) ผลการศึกษาพบว่า โมเดลความเต็มใจจ่ายบรรจุภัณฑ์อาหารเพื่อสิ่งแวดล้อมของผู้บริโภคมีความสอดคล้องกับข้อมูลเชิงประจักษ์อย่างเหมาะสม โดยการตลาดผ่านสื่อสังคมออนไลน์ไม่มีอิทธิพลทางตรงต่อความเต็มใจจ่าย (p > 0.05) แต่มีอิทธิพลต่อการรับรู้คุณค่าเพื่อสิ่งแวดล้อมและความไว้วางใจตราสินค้า ซึ่งทั้งการรับรู้คุณค่าเพื่อสิ่งแวดล้อมและความไว้วางใจตราสินค้าส่งผลเชิงบวกต่อความเต็มใจจ่าย โดยเฉพาะอย่างยิ่งความไว้วางใจตราสินค้าเป็นปัจจัยที่มีอิทธิพลมากที่สุดที่ส่งผลต่อความเต็มใจจ่าย (Total Effect = 0.878) นอกจากนี้ ผลการศึกษาตัวแปรส่งผ่าน พบว่าการรับรู้คุณค่าเพื่อสิ่งแวดล้อมเป็นตัวแปรส่งผ่านบางส่วนระหว่างการตลาดผ่านสื่อสังคมออนไลน์กับความเต็มใจจ่ายบรรจุภัณฑ์อาหารเพื่อสิ่งแวดล้อม ในขณะที่ความไว้วางใจตราสินค้าเป็นตัวแปรส่งผ่านสมบูรณ์
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