The Purchase Intention Model to healthy food of Customers In Bangkok Metropolitan

Abstract

Research Objectives: 1) To study the level of healthy food knowledge, health consciousness, attitude of healthy food and purchase intention healthy food of consumers in Bangkok Metropolitan 2) To study the influence of healthy food knowledge, health consciousness and attitude of healthy food those influence purchase intention healthy food of consumers in Bangkok Metropolitan. Quantitative research methodology is used. The sample group is people in the Bangkok Metropolitan area. Age between 20-60 years old, who agree to be a research volunteer. Sampling using the principle of probability, multi-stage sampling for 280 people. The research tool is a questionnaire. Data were analyzed using descriptive statistics and inferential statistics by analyzing structural equation models. The results of the research showed that 1) healthy food knowledge, health consciousness, attitude of healthy food and purchase intention healthy food is at a high level and 2) healthy food knowledge, health consciousness and attitude of healthy food has a direct influence on purchase intention healthy food of consumers in Bangkok Metropolitan, significantly at the level of .01. The results of the research are beneficial for those involved in the healthy food business. In determining guidelines for promoting healthy food knowledge to create health awareness and a positive attitude towards health. In addition, it promotes healthy food quality by setting healthy food standards to ensure safety for consumers, which will lead to more consumers buying healthy food in the future.