Behavior of Consumers in Chiang Mai Province Towards Management of Post-used Beverage Packaging Disposal

Abstract

The issue of beverage packaging waste is a significant environmental concern, particularly in Chiang Mai, where high tourism activity contributes to increasing waste levels. This study aims to examine consumer behavior in managing post-consumed beverage packaging using the Theory of Planned Behavior (TPB) as the primary analytical framework. The study focuses on three key factors: Attitude Toward Behavior, Subjective Norms, and Perceived Behavioral Control influencing consumer intentions and actions. This research employs a qualitative approach through in-depth interviews with 30 consumers residing in Chiang Mai. Data was analyzed using Thematic Analysis, revealing that consumers with a positive attitude and social support are more likely to engage in proper waste management practices. Additionally, convenience and perceived behavioral control significantly influence actual behavior. Key challenges identified include the complexity of waste separation, lack of knowledge on recycling, and low confidence in waste management systems, leading some consumers to opt out of waste separation practices. The findings highlight opportunities to promote sustainable packaging waste management through education on the 3Rs (Reduce, Reuse, Recycle), improvements in waste management infrastructure, and encouraging businesses to adopt eco-friendly packaging. The insights from this study can inform public policy development and marketing strategies to enhance consumer participation in reducing beverage packaging waste.