Influence of Social Media, Subjective Norms and Environmental Concern to Repurchase Intention for Eco-friendly Food Packaging
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Abstract
This research aimed to (1) develop and validate the relationship model of repurchase intention toward eco-friendly food packaging, and (2) investigate the influence of social media, subjective norms, and environmental concern on consumers repurchase intention toward eco-friendly food packaging. The sample consisted of 312 consumers who had experience purchasing eco-friendly food packaging. This research used non-probability sampling with accidental sampling and collected data from a sample group in the upper northern region of Thailand. Data were collected using a questionnaire and analyzed through descriptive statistics and structural equation modeling (SEM). The findings revealed that (1) the proposed model, comprising social media, subjective norms, and environmental concern, demonstrated a good fit with the empirical data; and (2) environmental concern exerted the strongest influence on repurchase intention (Total Effect = 0.610), followed by social media (Total Effect = 0.543), and subjective norms (Total Effect = 0.189), respectively. Together, the three factors accounted for 63.60% of the variance in repurchase intention (R² = 0.633).
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ประกาศคณะกรรมการนโยบายการบริหารงานจังหวัดและกลุ่มจังหวัดแบบบูรณาการ เรื่อง การจัดตั้งกลุ่มจังหวัดและกำหนดจังหวัดที่เป็นศูนย์ปฏิบัติการของกลุ่มจังหวัด (ฉบับที่ 3) พ.ศ.2560. (2560, 16 พฤศจิกายน). ราชกิจจานุเบกษา. เล่ม 134 ตอนพิเศษ 281 ง. หน้า 14-16.
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