A Confirmation Factor Analysis Subjective Norm of the Behavior in Consuming Food from Polystyrene Foam Container
Article Sidebar
Main Article Content
Abstract
This quantitative research aimed to analyze the components of subjective norm of the behavior in consuming food from polystyrene foam container and examine the structural validity of the model and empirical data. The sample was 280 consumers who had experience in consuming foam-packed food in Hatyai district, Songkhla province. A probability sampling method. Self - administered questionnaires based on the theory of planned behavior were used for general information and the opinion about subjective norm of the behavior in consuming food from polystyrene foam container. The value of the Cronbach's Alpha was .88. The statistical methodology was divided into two categories: a descriptive statistic which refer to percentage, mean and standard deviation, and validated model by confirmatory factor analysis.
The research result and confirmatory factor analysis that the subjective norm about consuming food form polystyrene foam container consisted of 3 domains: behavior in reference group family, friends and social community. The model in accordance was fit with the empirical data with χ2= .25, df = 1.00, p-value = .61, RMSEA = .00, RMR = .00, CFI = 1.00, GFI = 1.00. Factor loadings of the three domains were between .50 and .95 internal consistency reliability (R2) were between .25 and .91. The factor that has the highest weight value is the reference group family and the least is reference group social community. The recommendations from this study are that the related agencies should act as an important role model in their promote polystyrene-free communities and deny polystyrene-made products. The government should develop policies or effective activities campaign for changing healthy behavior being a role model creates a society without polystyrene. Similarly, promote knowledge and understanding for change attitude towards consuming foam packed food for sustainable change in the appropriate consumption behavior.
Article Details
References
World Health Organization. World health statistics 2017: monitoring health for the SDGs, Sustainable Development Goals. Switzerland: L’IV Com Sàrl, Villars-sous-Yens; 2017.
Ministry of Public Health. Mortality rate per population (100,000 people) classified by cause of death and gender, Songkhla Province, 2007 – 2014 [Internet]. 2014 [cited 2017 Sep 18]. Available from: http://service.nso.go.th/nso/web/statseries/statseries09.html (in Thai)
Factory Environmental Management Group. Environmental management for the plastic packaging industry. Bangkok: Department of Industrial Works; 2013. (in Thai)
Rossida C. Risk assessment from polystyrene monomers moving from polystyrene foam food containers into food [Dissertation]. Khon Kaen: Khon Kaen University; 2009. (in Thai)
Boriboon U. Data from laboratories about polystyrene. Paper presented at: the academic exchange meeting on silent threat from foam food containers. Nonthaburi: Ministry of Public Health; 2015. (in Thai)
Songkhla Provincial Public Health Office. Mortality situation data [Internet]. 2017 [cited 2018 Feb 6]. Available from: http://www.skho.moph.go.th/dataservice (in Thai)
Songkhla Provincial Public Health Office. Liver cancer patients [Internet]. 2018 [cited 2018 Mar 30]. Available from: http://chronic.skho.moph.go.th/chronic/rep_ptcaliver.php (in Thai)
Schiffman LG, Kanuk LL. Consumer behavior. 9th ed. New Jersey: Pearson Prentice Hall America; 2007.
Ajzen I. The theory of planned behavior. Organ Behav Hum Decis Process 1991;50(2):179-211.
Ajzen I. Constructing a TPB questionnaire: conceptual and methodological considerations [Internet]. 2006 [cited 2017 Sep 1] Available from: http://people.umass.edu/aizen/pdf/ tpb.measurement.pdf
Jamornmann U. Educational tests and measurements. 3th ed. Bangkok: Funny Publishing; 2001. (in Thai)
Joseph F Hair Jr, William CB, Barry JB, Rolph EA. Multivariate data analysis. 7th ed. New York: Pearson New International Edition; 2010.
Tirakanan S. Construction of variable measuring instrument in social science research: a guide to practice. Bangkok: Chulalongkorn University; 2007. (in Thai)
Wiratchai N. Lisrel: analytical statistics for research. 3rd ed. Bangkok: Chulalongkorn University; 1999. (in Thai)
Euromonitor international. Eco worriers: global green behavior and market impact. London: Euromonitor international; 2015.
Chokenukul P. A causal relationship model of fish processing product purchasing behavior of consumer in Thailand [Dissertation]. Songkhla: Prince of Songkhla University; 2017. (in Thai)
Hawkins DI, Mothersbaugh DL. Consumer behavior building marketing strategy. 12th ed. New York: MaGraw-Hill; 2013.
Philip K, Keller KL. Marketing management. 13th ed. New Jersey: Prentice-Hall; 2009.
Sobal J, Bissogni CA, Devine CM, Jastran M. A conceptual model of the food choice process over the life course. In: Shepherd R, Ratts M, editors. The psychology of food choice; UK: AMA DataSet; 2006. p. 1-18.
Qi X, Ploeger A. Explaining consumers’ intentions towards purchasing green food in Qingdao, China: the amendment and extension of the theory of planned behavior. Appetite 2019;133(1):414-22.
Shih-Chih C, Chung-Wen H. Elucidating the factors influencing the acceptance of green products: an extension of theory of planned behavior. Technological Forecasting and Social Change 2016;112(1):155-63.