A STUDY OF COFFEE CONSUMPTION BEHAVIOR OF LOCAL RESIDENTS IN CHANTHABURI PROVINCE: AN APPLICATION OF THE THEORY OF PLANNED BEHAVIOR AND MENTAL ACCOUNTING CONCEPT
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Introduction: Despite the rapid expansion of the Thai coffee market, in-depth studies on local residents remain scarce. This research applies the Theory of Planned Behavior (TPB) integrated with the concept of Mental Accounting to analyze the psychological factors and mechanisms influencing coffee consumption among the local population in Chanthaburi Province. Objectives: To investigate consumption behavior, analyze the influence of TPB-based factors on coffee consumption intention, and examine the role of mental accounting in both the intention and actual coffee consumption behavior. Method: The sample consisted of 441 consumers who have resided, worked, or studied in Chanthaburi Province for at least six consecutive months and have previously consumed coffee. The sample was obtained using convenience sampling, and data were collected via an online questionnaire that met standard criteria for content validity and reliability. The data were analyzed using Structural Equation Modeling (SEM) in the form of a Partially Latent Structural Regression Model. Results: The model demonstrated a good fit with empirical data (χ²/df = 2.190, RMSEA = 0.052, CFI = 0.967). Attitude, subjective norms, and mental accounting significantly and positively influenced coffee consumption intention (β = 0.369, 0.249, and 0.411, respectively), with mental accounting exerting the strongest influence. Conversely, perceived behavioral control had no significant influence. Intention positively affected actual behavior (β = 0.232), while mental accounting directly exerted a negative effect on actual behavior (β = -0.094), reflecting an inconsistent mediation. The model explained 84.20% of the variance in intention and 2.50% of the variance in actual behavior. Conclusion: Mental accounting serves a dual function: it stimulates intention through a hedonic account while inhibiting actual behavior through a mental budgeting mechanism. However, this research is limited by sample representativeness due to the use of convenience sampling, which resulted in a disproportionately high number of students.
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