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Abstract

The objective of this research was to study factors that affected restaurants in Mueang Chiang Mai District towards using biodegradable food package. The samples were restaurant entrepreneurs who registered with Department of Business Development and used or had used biodegradable food package. The research was a combination of qualitative and quantitative research.

Part 1: Qualitative Study

           The data was collected from in-dept interview with 16 persons who were authorised to make purchase decision in their restaurants; 8 were people who had used biodegradable food package before and 8 people were those who had never used it. The data was analysed qualitatively based on comparison. The results showed that for those who had used biodegradable food package, they decided to use it to comply with their customers’ preference, and that they were aware of the danger of using styrofoam or plastic packages. They were also aware of the health and environmental benefits of using biodegradable food package. They realised that the long-term benefits of their customers was worth the extra cost. Biodegradable food package also created a good image for their business concerning customers’ health. However, biodegradable food package had some disadvantages, namely the material was not durable and tend to lose shape when containing hot food, some restaurants charged extra for the package, the product was not widely distributed and was difficult to buy, campaign for biodegradable food package use was done only at certain times and in certain areas, its benefits were not widely advertised, and it was more costly than styrofoam or plastic packages. Additionally, biodegradable food package was opaque so customers could not see the food inside, it was difficult to store, its shelf life was short as it tend to lose shape and its color went darker with long-term storage, and sometimes it was awkward to ask customers to pay extra for biodegradable food package.

Part 2: Quantitative Study

             The data was collected by using questionnaire distributed to 117 persons with authority to make purchase decision. The data was analysed using descriptive statistics, namely frequency, percentage and mean. The results of the study on internal organization factors that affected the use of biodegradable food package in Mueang Chiang Mai District, together with the highest ranked sub-factor in each category were in the following order. First, for personnel factors of authoritative person, the sub-factor was knowledge about biodegradable package. Second, for inter-personal factors, the sub-factor was ability to persuade staff in the organization to realize the importance of biodegradable food package.  Third, for inter-oranization factors, the sub-factor was goal concerning customers’ health. And forth, for environment factors, the sub-factor was customers’ preference for biodegradable food package. Marketing mix which affected the use of biodegradable food package, together with the highest ranked sub-factor in each category were in the following order. First, for product, biodegradable food package was hygienic and safe to contain food. Second, for place, biodegradable food package was easy to find and the location was convenient. Third, for marketing promotion, there were advertisements in the media such as in health/food magazines and environmental/health news. And forth, for price, the price was reasonable.