มุมมองของผู้ประกอบการไทยต่อการขอรับรองเครื่องหมายฉลากเขียว (The Perspectives of Thai Entrepreneurs Toward the Green Label Certification)

This research aimed to study: 1) The buying decision process of Thai green label certification; 2) The opinions toward the perspectives of the entrepreneurs about the process and benefits; and 3) The opinions toward the perspectives of entrepreneurs who never requested for the certification. This quantitative research surveyed 100 companies, 47 companies had continued certification and 53 companies never requested. Purposive sampling was applied for the continuing group and convenience sampling was applied for the group those never requested the certification. The data were analyzed by descriptive statistics and tested hypotheses by F-test. The research instrument was the qualified questionnaire, verified by the expert of Thailand Environment Institute. The results revealed that: 1) The buying decision process of Thai entrepreneurs who had continued certification needed good image for the company, contacted directly to Thailand Environment Institute and its website. They considered the worthy of investing, and decision was made immediately. After purchasing, they felt satisfied and spreaded good words about the green label, and intended to continue certification. 2) Most of them had the same opinions that the process of certification, the fees, criteria, and conditions were suitable, and benefits were as expected. 3) Most of entrepreneurs who never had certification had moderate knowledge about green label and were interested to get certification, expected consumer’s satisfaction. They did not request for certification yet because they never perceived about the detail of the certification, and afraid of high cost. The channel they need the information were facebook and website.

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