ความตระหนักและเจตคติของผู้บริโภคต่อสิ่งบ่งชี้ทางภูมิศาสตร์: กรณีศึกษา ส้มโอนครชัยศรี จังหวัดนครปฐม
DOI:
https://doi.org/10.55164/ecbajournal.v15i3.261716คำสำคัญ:
ความตระหนัก, เจตคติ, สิ่งบ่งชี้ทางภูมิศาสตร์, ส้มโอนครชัยศรีบทคัดย่อ
การวิจัยครั้งนี้มีวัตถุประสงค์เพื่อศึกษาความตระหนักและเจตคติของผู้บริโภคต่อสิ่งบ่งชี้ทางภูมิศาสตร์ กรณีส้มโอนครชัยศรี เก็บรวบรวมข้อมูลด้วยแบบสอบถามจากกลุ่มตัวอย่างผู้บริโภคส้มโอในกรุงเทพมหานครและปริมณฑล ที่ได้จากการสุ่มตัวอย่างตามความสะดวก จำนวน 385 คน และวิเคราะห์ข้อมูลด้วยสถิติเชิงพรรณนาและการวิเคราะห์องค์ประกอบเชิงสำรวจ ผลการศึกษาพบว่า ผู้บริโภคส่วนใหญ่ไม่รู้จักสิ่งบ่งชี้ทางภูมิศาสตร์มาก่อน และส่วนใหญ่ที่ตระหนักไม่ทราบว่าส้มโอนครชัยศรีได้รับการขึ้นทะเบียนสิ่งบ่งชี้ทางภูมิศาสตร์แล้ว ผู้บริโภคมีเจตคติเชิงบวกอยู่ในระดับมากทั้งในภาพรวมและรายข้อ องค์ประกอบของเจตคติ คือ 1) การอนุรักษ์ การส่งเสริม และการรับประกัน และ 2) ความเป็นของแท้และการสนับสนุนเศรษฐกิจ
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