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

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.