Factors Influencing Consumers’ Decision-Making in Purchasing Healthy Food in Bangkok for Sustainable Health and Well-Being

Abstract

This study aimed to 1) examine the personal characteristics of healthy food consumers in Bangkok, 2) investigate consumers’ opinions regarding the marketing mix and their purchasing decisions toward healthy food, and 3) analyze the factors influencing healthy food purchasing behavior among consumers in Bangkok. Data were collected using a questionnaire administered to 400 healthy food consumers in Bangkok, selected through simple random sampling. The data were analyzed using descriptive statistics, including mean and standard deviation, as well as inferential statistics, namely t-test, one-way analysis of variance (ANOVA), Scheffé’s post hoc comparison, and multiple regression analysis. The results revealed that the majority of respondents were female, aged between 30 and 39 years, single, held a bachelor’s degree, had an average monthly income of 25,001–35,000 baht, and were employed in the private sector. Overall, respondents reported their opinions toward the marketing mix at the highest level, while their purchasing decision toward healthy food was at a high level. Hypothesis testing indicated that gender did not result in significant differences in purchasing decisions. However, differences in age, marital status, educational level, monthly income, and occupation significantly affected healthy food purchasing decisions at the .05 level. Furthermore, the marketing mix factors were found to significantly influence consumers’ healthy food purchasing decisions in Bangkok. The marketing mix variables were able to explain a moderate level of variance in healthy food purchasing decisions, accounting for 54.9 percent (Adjusted R² = .549), with statistical significance at the .05 level.