THE INFLUENCE OF FACTORS BASED ON THE THEORY OF PLANNED BEHAVIOR TO THAI CONSUMER’S PURCHASE INTENTION OF PLANT-BASED HEALTHY FOOD
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Abstract
Introduction: In the present time, Thai consumers consume plant-based healthy food increasingly with healthy trend and green consumption trend. However, less papers have been tested the relationship with theory of planned behavior. Objective: This study aims to investigate the factors, which are attitude toward plant-based food, subjective norms and perceived behavior control, influencing to Thai consumer’s purchase intention of plant-based healthy food based on the theory of planned behavior (TPB), which includes attitude, subjective norm, and perceived behavioral control. Method: A quantitative method was employed using questionnaires collected from 400 Thai consumers. The convenience sampling is employed. Descriptive statistics and multiple regression analysis were used for data analysis. Results: The findings show that all three factors, which are attitude, subjective norms, and perceived behavioral control, positively and significantly influence to purchase intention. Conclusion: The findings confirms that the theory of planned behavior can explain the purchase intention for plant-based healthy food significantly. In addition, the findings provide guidance for promoting consumer behavior and developing effective marketing communication strategies.
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