An Application of The Theory of Planned Behavior to Predict the Purchase Intention Plant-Based Milk
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บทคัดย่อ
Fueled by the growing interest in its potential benefits, plant-based milk consumption has surged in the recent years. The purpose of this paper is to examine the influence among the factors: health consciousness, attitude and the purchase intention of plant-based milk.
Using the convenience sampling approach, this study collected data from 400 young adult consumers aging from 20-45 years old, living in Bangkok, who have experience in consuming plant-based milk. The data were then analyzed through descriptive and structural equation modeling analysis.
The findings show that individuals consume plant-based milk on a weekly basis and purchase plant-based milk in a retail store format such as supermarket or hypermarket. The results also indicate significant influence among the variables. Health consciousness significantly influences both attitude and purchase intention, while attitude also exerts a significant positive effect on purchase intention.
This study makes two key contributions. Theoretically, it enriches the understanding of consumer behavior in the context of plant-based milk by demonstrating the mediating role of attitude in the relationship between health consciousness and purchase intention. Practically, the study provides valuable insights for food marketers and product developers, suggesting that strategies emphasizing health benefits and shaping positive consumer attitudes can effectively drive purchase decisions.
However, the study’s focus on a single urban area and a limited set of psychological factors may limit generalizability. Future research is encouraged to examine other geographic regions and explore additional variables that may influence consumer intention toward plant-based milk.
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บทความที่จะตีพิมพ์เพื่อเผยแพร่ในวารสารการจัดการธุรกิจ มหาวิทยาลัยบูรพา จะต้องเป็นบทความที่ไม่เคยได้รับการตีพิมพ์เผยแพร่หรืออยู่ระหว่างการพิจารณาเพื่อตีพิมพ์เผยแพร่ในวารสารอื่น ๆ ทั้งนี้ หากพบว่ามีการละเมิดลิขสิทธิ์ ด้วยข้อคิดเห็นที่ปรากฏและแสดงในเนื้อหาบทความต่าง ๆ ให้ถือว่าเป็นความเห็นและความรับผิดชอบโดยตรงของผู้เขียนบทความนั้น ๆ มิใช่ความเห็นและความรับผิดชอบใด ๆ ของคณะบริหารธุรกิจ มหาวิทยาลัยบูรพา สำหรับในกรณีผู้ประสงค์จะนำข้อความในวารสารการจัดการธุรกิจ มหาวิทยาลัยบูรพา ไปเผยแพร่ต้องได้รับอนุญาตจากกองบรรณาธิการวารสารการจัดการธุรกิจ มหาวิทยาลัยบูรพา ตามกฎหมายว่าด้วยลิขสิทธิ์
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