Browsing by Subject "Health consciousness"
  • Item
    Factor influencing green food purchase intentions and health consciousness during COVID-19 pandemic in Bangkok, Thailand
    (Bangkok : Assumption University Press, 2022) Satreerat Katpia ; Chompu Nuangjamnong
    The study examines the variables that influence attitude, subjective norm, perceived behavioral control, and the impact of COVID-19 on green food purchase intention and health consciousness during COVID-19 in Bangkok, Thailand. The study proposed exploring the factors that affect green food purchase intention and health consciousness by using the secondary data method of archival research. This study initiated a unique conceptual framework by combining four frameworks from previous studies. The researcher uses the non-probability sampling method by applying convenience sampling, snowball sampling, and purposive methods with a sample size of 447 as the target respondents. The statistical software in social science was used to analyze and collect data. Moreover, the findings of this research indicate that independent variables of health consciousness, attitude, subjective norm, perceived behavioral control, and impact of COVID-19, only perceived behavioral control was not statistically significant to influence green food purchase intention. After the descriptive analysis and linear regression analysis, the results showed that attitude, subjective norm, health consciousness, and impact of COVID-19 positively influenced green food purchase intention. Thus, the perceived behavioral control negatively toward green food purchase intention, which means all variables accepted perceived behavioral control significantly influenced green food purchase intention.
  • Item
    The factors affecting healthy lifestyle and attitude towards organic foods: a case study of people living in Bangkok, Thailand
    ( 2018) Aunchisa Charoenpanich ; Rawin Vongurai
    Nowadays, people worldwide are more aware of agricultural residues in foods. Consumers start to find an alternative way in food purchase. Health and wellness are the new lifestyle status for Asian consumers who are more health-conscious and interested in organic foods. China and India are two of the fastest growing markets for organic foods. Thailand is known as food basket of Asia and kitchen of the world due to an abundance of natural resources, and has increasingly emphasized on organically grown foods. The Thai government has introduced regulations and standards for organic agriculture and food, and encouraged Thai farmers to do organic farming. This opens a market opportunity for organic foods that are free from chemicals. Knowing the consumers’ attitudes towards organic foods and factors affecting the attitudes are necessary for product development to meet the demands, increase customer satisfaction, and gain the market share in this sector. This study targeted people living in Bangkok who have experienced organic foods. There were 400 respondents of the survey. The result reveals that health consciousness, environmental concern, food safety concern, and subjective norm have positive impacts on the attitude towards organic foods. On the other hand, healthy lifestyle does not have an impact on an attitude. Raising an awareness of chemical-free foods and the environmentally friendly practice of an organic farming will be key strategies to develop the food market in Thailand’s urban society.
  • Item
    The factors affecting on customers purchase intention of white kidney bean products
    (Bangkok : Assumption University, 2019) Naluchat Kitburin ; Preecha Methavasaraphak
    The research aims to study the factor affecting on purchase intention of white kidney bean product. In healthy market, the people are more concern about health food. The trend towards purchasing healthy products is growing among people. However, the white kidney bean is containing high nutrition, but it is not well known among Thai peoples. The white kidney bean is not popular in Thailand because almost the white kidney bean in Thailand are import from other country and hardly to find white kidney bean products in the market. So, there seems lacking in marketing research on the topic in preparation for new market of white kidney bean product. So, the quantitative questionnaires were conducted and also distributed 400 sets of questionnaires to the people who know the white kidney bean in Bangkok, Thailand. The respondents are both experience and unexperienced in white kidney bean. The descriptive analysis and multiple linear regression were used to confirm the results. A study of factors that affect the purchase intention include health consciousness, perceived product knowledge, perceived product quality, perceived product price, and subjective norm. The result affirmed that all the factors are effect in purchase intention of white kidney bean product which is perceived product knowledge is the highest effect and perceived product quality is the lowest effect on purchase intention of white kidney bean product.
  • Item
    Factors affecting purchase intention toward almond milk: a case study of Thai experienced and inexperienced consumers
    (Assumption University Press, 2020) Soonthorn Pibulcharoensit ; Sutthisak Inthawadee ; Wu, Yongqiang ; Yang, Xiannong ; Peng, Fangzhi ; Feng, Engxu
    The healthy trend has been grownrapidly in Thailandmarketsince a few years ago. There are many kindsof healthy products which provided to the consumers. Also,almond milk is one of a new face to themarket.The objective of study this research is to examinethe factor of affecting Thai people’spurchase intentiontoward almond milk. The researcher used an online and offline survey to develop and distributequestionnaires to the sample of theThai population. The target populations wereboth Thai people who ever purchased andnever purchase almond milkbefore. Theresearcher reachedthe data 386respondents by conductingthesimplelinear regression, the multiple linear regressionand independent sample t-test toanalyze the hypotheses. The results showedthat health consciousness and environmental attitudehave a positive influence onattitude toward almond milkin the first model. Thesecond model, the result showedattitude toward almond milk alsohasa positive influence to purchase intention. Furthermore, the result of the independent sample t-test wassignificant between people who ever purchased and people who never purchasefor attitude toward almond milk in the third model. But, the result of the independent sample t-test was no significantdifferent in purchase intention between people who ever purchased and people who never purchasealmond milk before in the last model.
  • Item
    Factors influencing repurchase intention toward dairy products in generation y in Bangkok, Thailand
    (Bangkok : Assumption University Press, 2022) Jakkarin Klaiklung ; Chompu Nuangjamnong ; Supaporn Phengpis
    The study aims to determine the effect of purchase intention in dairy products in generation Y consumers. Attitude, brand loyalty, perceived value, health consciousness, subjective norm, and purchase intention are investigated in the study. The sample (384 respondents) was collected from an online survey using a non-probability sampling method by using convenience sampling technique and snowball sampling technique. The data were analyzed by descriptive analysis, simple linear regression, and multiple linear regression to examine the hypotheses with a five-point Likert scale analysis. The study revealed that attitude, brand loyalty, perceived value, and subjective norm significantly influence purchase intention. Health consciousness has a significant influence on attitude. The finding found that perceived value and attitude are the key factors that impact customer purchase intention. Additionally, the study proposes that to increase customer purchase intention is to understand the attitude and perceived value of generation Y customers. The study’s weakness is the small sample size, and the sample size is in Bangkok, Thailand. In conclusion, form research may not be like other locations and does not represent Thai customers.
  • Item
    The Impact of Environmental Advertisement, Health Consciousness and Personal Norm on Organic Food Consumption in Shanghai, China
    ( 2012-06) Bing, Zhu
    The consumption of organic food has risen due to consumers’ concerns over issues regarding the environmental problems, food safety and health. This study explores the effects of factors (environmental advertisements, health consciousness, and personal norms) on organic food consumption in Shanghai. The data was collected from 400 consumers at 4 Carrefour supermarkets in Shanghai who purchased organic food. All hypotheses were analyzed by SEM (structural equation model). The research outcomes revealed that organic food consumption was positively related with environmental advertisement (β=0.56 p<0.001), health consciousness (β=0.19, p<0.01), and personal norm (β=0.22, p<0.001). The results imply that environmental advertisement is the chief factor for consumers to purchase organic food, and it is the most effective tool to reach those consumers who are aware of environmental and health issues.
  • Item
    A study of purchase intention of imported organic cosmetic in Thailand
    ( 2018) Pan, Qi ; Chittipa Ngamkroeckjoti
    The research determines in which factors that impact on purchase intention of imported organic cosmetics in Thailand. This research used mixed method designed by Creswell (2011) which includes two phases. The first phase is explanatory sequential design; and the second phase is exploratory sequential design. The researcher has started an interview with two Thais who have had experienced at least once in purchasing imported organic product. Accordingly, three variables have confirmed. In the second phase, researcher designed a questionnaire and distributed via Google Form and analyze the collected data by using SAS software. This research selected Multiple Linear Regression (MLR) Analysis. The results of MLR analysis show that health consciousness and environmental attitude impact on attitude towards imported organic cosmetic; attitude towards imported organic cosmetic and health consciousness impact on purchase intention of imported organic cosmetic. This research will help researchers and practitioners of organic cosmetic understand the determinants factors that impact on purchase intention of imported organic cosmetic and give inspiration to practitioners when formulating market strategies.