การแบ่งกลุ่มผู้บริโภคสินค้าที่เป็นมิตรกับสิ่งแวดล้อมในแนวทางของการรับรู้คุณค่าต่อสิ่งแวดล้อม
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Abstract
The research aims to extract the demographic features of environmental-friendly consumption behavior. The study sample was 342 people with aged 20 years or over in Bangkok metropolitan area. The questionnaire was conducted to measure environmental issues of three perceived values: (1) symbolic image (2) functional image as product usage and (3) emotional value caused by perceptions of environmentally friendly purchase such as happiness and being praised. Consumer segmentation was based on environmentally-friendly buying behavior by using K-Mean technique and then the characteristics of each consumer segment were extracted using ID Tree. Man Whitney was used to test the different level of three perceived eco-friendly
products valued aspect: characteristics of each consumer segment were extracted using ID Tree. Man Whitney was used to test the different level of three perceived eco-friendly products valued aspect: symbolic, functional and emotional value. The analysis has found that consumers can be divided into 2 groups: active and non-active of environmentally friendly products. With ID Tree technique, there are 14 rules for classifying the demographic characteristics of each group and the active group was highly significant level (1%) on the eco-friendly products’ value.
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