Factors Affecting Intention to Use Environmentally Friendly Packaging of Entrepreneurs in the Wednesday Market, Kasetsart University Kamphaeng Saen Campus

Abstract

The objectives of this study were: 1) to study perception of policy, anxiety, participating in training, receiving advice, and concern in using environmentally friendly packaging; 2) to study self-efficacy, social support, environmental awareness, packaging strategy, and intention to use environmentally friendly packaging; 3) to compare the entrepreneurs’ intention to use environmentally friendly packaging of different personal factors; and 4) to study factors affecting to entrepreneurs' intention to use environmentally friendly packaging. The sample size of people studied in this research was 178 entrepreneurs based in Wednesday market at Kasetsart University Kamphaeng Saen Campus. They were selected using stratified random sampling. The research instrument was a questionnaire. Statistics for data analysis were gathered according to frequency, percentage, mean, standard deviation, independent sample t-test, F - test and stepwise multiple regression analysis. The research result of analysis revealed that: 1) entrepreneurs did not know the encouraging policy of using environmentally friendly packaging of the university, never participated in training or gained knowledge concerning the use of environmentally friendly packaging, concern in using environmentally friendly packaging is that this packaging has higher costs and perceived benefits of using environmentally friendly packaging in terms of helping to preserve the environment and reduce global warming; 2) self-efficacy, environmental awareness, and packaging strategy were rated at a high level. For social support and intention to use environmentally friendly packaging were rated at a moderate level; 3) entrepreneurs with different age, income, sales period and type of goods were affected intention to use environmentally friendly packaging with a statistically significant level of .05, except for gender and educational level; and 4) the factor of self-efficacy, social support, and packaging strategy affect entrepreneurs' intention to use environmentally friendly packaging with a statistically significant level of .05 except for the factor of environmental awareness. The predictive powers were at 48.90 percent (R² = 0.489).