บทบาทของภาพลักษณ์แบรนด์สีเขียวที่มีต่อความภักดีต่อแบรนด์ร้านกาแฟที่มุ่งเน้นแนวปฏิบัติที่เป็นมิตรต่อสิ่งแวดล้อม ด้วยแบบจำลองความรู้ความเข้าใจ ความรู้สึก และพฤติกรรม
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บทคัดย่อ
การวิจัยนี้มีวัตถุประสงค์เพื่อเปรียบเทียบระดับความภักดีต่อแบรนด์ร้านกาแฟของผู้บริโภคที่มุ่งเน้นแนวปฏิบัติที่เป็นมิตรต่อสิ่งแวดล้อม จำแนกตามแบรนด์ร้านกาแฟ และเพื่อศึกษาปัจจัยที่มีอิทธิพลต่อความภักดีต่อแบรนด์ร้านกาแฟที่มุ่งเน้นแนวปฏิบัติที่เป็นมิตรต่อสิ่งแวดล้อม การวิจัยนี้เป็นการวิจัยเชิงปริมาณ เก็บรวบรวมข้อมูลโดยใช้แบบสอบถาม สุ่มตัวอย่างแบบแบ่งชั้นภูมิ จำนวน 2,198 คน จากผู้บริโภคที่ใช้บริการร้านกาแฟในประเทศไทย เพื่อตอบแบบสอบถามและวิเคราะห์ข้อมูลด้วยวิธีการวิเคราะห์ความแปรปรวนทางเดียว และการวิเคราะห์แบบจำลองสมการโครงสร้าง ผลการวิจัย พบว่า แบรนด์ร้านกาแฟมีความแตกต่างกันในทุกมิติของการสร้างแบรนด์ ตั้งแต่แนวปฏิบัติที่เป็นมิตรต่อสิ่งแวดล้อมไปจนถึงความภักดีต่อ
แบรนด์ของผู้บริโภค โดยที่แบรนด์ A มีประสิทธิภาพสูงสุดในทุกปัจจัย ในขณะเดียวกัน กลุ่มผู้บริโภคที่มีช่วงอายุต่างกันก็แสดงความแตกต่างอย่างมีนัยสำคัญเช่นกัน โดย Gen X และ Gen BB จะมีการรับรู้เชิงบวกและระดับความผูกพันต่อแบรนด์ ความรักในแบรนด์ ความไว้วางใจในแบรนด์ และความภักดีต่อแบรนด์ที่สูงกว่ากลุ่ม Gen Z และ Gen Y และปัจจัยที่ส่งผลต่อความภักดีต่อแบรนด์ร้านกาแฟของผู้บริโภคในประเทศไทย อย่างมีนัยสำคัญทางสถิติ ประกอบด้วย ความไว้วางใจในแบรนด์ ความรักในแบรนด์ และความผูกพันต่อแบรนด์ ประโยชน์ที่ได้รับธุรกิจร้านกาแฟสามารถใช้ข้อมูลผลการวิจัยเป็นแนวทางในการพัฒนาแนวปฏิบัติด้านสิ่งแวดล้อมและการสร้างประสบการณ์แบรนด์ที่ดี เพื่อสร้างความผูกพันทางอารมณ์อันจะนำไปสู่พฤติกรรมการสนับสนุนแบรนด์และความภักดีต่อแบรนด์ในระยะยาว
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