Environmental Policy, Social Values and the Awareness of Environmentally Friendly Products that Influence Consumer Behavior in Choosing Packaging in The Digital Age in Nonthaburi Province
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Abstract
The objectives of this research were to study: 1) opinions on the level of promotion policy from government of social values and perception of environmentally friendly products, 2) the influence of government promotion policies, social values, and awareness of environmentally friendly products on consumer packaging choices in the digital era in Nonthaburi Province. The sample consisted of 400 consumers in Nonthaburi by multistage sampling, including stratified and convenience sampling. The instrument used is a questionnaire with a reliability coefficient of 0.821. Mean, standard deviation, and multiple regression analysis utilized for data analysis. Results found that opinions on the level of promotion policy from government of social values and perception of environmentally friendly products of customer in the digital era in Nonthaburi was at a high level in overall (=4.05, SD=0.37). The impact weights (Beta) of promotion policy from government (.357), perception of knowledge and understanding the environmental problems (.352), social values in using environmentally friendly products (.272), perception of behavior to environmentally friendly products (.190), and perception of sentiment to the environmental problems (.076), respectively affected on packaging selecting behavior of customer in the digital era in Nonthaburi with statistically significant at the .05 level. This could explain the variation of dependent variables with 73.3 percent and the remaining of 26.7 percent from other factors.
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