Nutritional Beliefs of the New Generation Toward the Consumption of Thai Desserts Originating in the Ayutthaya Period by Thao Thong Kip Ma (Marie Guimar)
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Abstract
This research article aimed to (1) examine the nutritional beliefs about Thai desserts originating in the Ayutthaya period and attributed to Thao Thong Kip Ma among the new generation, (2) study the consumption of these Ayutthaya-period Thai desserts among the new generation, and (3) investigate the influence of nutritional beliefs on their consumption. This quantitative study employed a survey research design. The sample consisted of 400 Generation Z and Millennial participants aged 18–42 years, selected through convenience sampling. A questionnaire was used as the research instrument. Data were analyzed using frequency and percentage, mean and standard deviation, and multiple regression.
The findings revealed that (1) most respondents were female, aged 18–22 years, held a bachelor’s degree, were students, earned less than 15,000 baht per month, originated from Bangkok and its metropolitan area, and had no chronic diseases. Most had visited Ayutthaya Province three to four times. Regarding awareness of Thao Thong Kip Ma, most had heard her name but were unsure of the details, with information primarily obtained from social media. When asked about Thai desserts originating from Thao Thong Kip Ma, they correctly identified their origin. (2) Overall, the new generation held nutritional beliefs about Thai desserts from the Ayutthaya period at a high level. Considering individual dimensions, beliefs about cultural and historical value ranked highest, followed by beliefs about health impacts, while beliefs regarding the specific properties of each dessert ranked lowest. (3) Consumption of these Thai desserts was also at a high level. Respondents demonstrated the highest ability to identify the names and characteristics of Ayutthaya-era Thai desserts, followed by their intention to recommend traditional Thai desserts to others. Consumption during ceremonies, auspicious events, or essential festivals showed the lowest mean score. (4) Regarding the influence of nutritional beliefs on consumption, multiple regression analysis indicated that all seven belief dimensions were highly correlated with dessert consumption. Three variables significantly influenced consumption at the .05 level: (1) beliefs about nourishing bodily elements according to traditional wisdom, which showed the most substantial positive influence; (2) comparative beliefs between traditional and modern desserts, which showed a moderate positive influence; and (3) beliefs about health impacts, which showed a negative influence.
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