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An empirical study of factors influencing on workers' purchase intention towards organic diet capsule in Bangkok, Thailand

by Sompratana Cornford; Nathaya Pupat

Title:

An empirical study of factors influencing on workers' purchase intention towards organic diet capsule in Bangkok, Thailand

Author(s):

Sompratana Cornford
Nathaya Pupat

Issued date:

2019

Publisher:

Bangkok : Assumption University

Citation:

AU-GSB e-JOURNAL 12, 1 (June 2019), 26-38

Abstract:

Thailand is one of the biggest health supplement markets in Southeast Asia, and the trend for organic products is popular. Therefore, the main objective for this study was to understand and to find out the factors influencing of purchase intention towards Organic Diet Capsule in Bangkok, Thailand. The factors that were studied were health consciousness, green brand positioning, green brand knowledge, attitude toward purchasing green apparel products, subjective norms, and external perceived behavioral control. The survey method is applied, and questionnaires were distributed, and the data was gathered from a total of 400 respondents who are working at top 3 businesses area namely Bangrusk district, Klongtoey district and Huaykwang district in Bangkok, Thailand. The researcher applied both descriptive and inferential analysis to analyze the general information and to test the hypotheses. As the result, the most influencing factor is external perceived behavior and it shows that health consciousness, green brand positioning, green brand knowledge, attitude toward purchasing green apparel products, subjective norm, and external perceived behavioral control have significant influence on purchase intention toward Organic Diet Capsule in Bangkok, Thailand.

Subject(s):

AU-GSB e-Journal
AU-GSB e-Journal -- 2019

Keyword(s):

Organic diet capsule
Purchase intention
Organic supplement

Resource type:

Journal Article

Extent:

13 pages

Type:

Text

File type:

application/pdf

Language:

eng

Rights:

This work is protected by copyright. Reproduction or distribution of the work in any format is prohibited without written permission of the copyright owner.

Rights holder(s):

Assumption University

URI:

http://repository.au.edu/handle/6623004553/22347
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  • AU GSB: Vol. 12, No. 1 (June 2019) [3]


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Copyright © Assumption University.
All Rights Reserved.

Contact Us

The St. Gabriel's Library   
Hua Mak Campus  
Ramkhamhaeng 24, Hua Mak  
Bangkok Thailand 10240  
Tel.: (662) 3004543-62 Ext. 3402  
Fax.: (662) 7191544  
E-Mail Library : library@au.edu  


The Cathedral of Learning Library
Suvarnabhumi Campus
Bang Na-Trad Km. 26 Bangsaothong
Samuthprakarn Thailand 10540
Tel.: (662) 7232024, 7232025
Fax.: (662) 7191544
E-Mail Library : library@au.edu
 

 

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