Factors affecting purchase intention toward almond milk: a case study of Thai experienced and inexperienced consumers

Abstract

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.