Factors Affect Intention Purchase Healthy Food of Consumers in Nonthaburi province

Abstract

This article aims were 1) To study buying decision to healthy food, marking mixed factors, social factors and healthy food buying behaviors of consumers in Nonthaburi province. And 2) to study a causal relationship of marking mixed factors, social factors and healthy food buying behaviors of consumers affect buying decision to healthy food of consumers in Nonthaburi province. The data collected by questionnaires, testing with 275 consumers who purchase healthy food in Nonthaburi province. The research sampling was connivance sampling. The reliability value was 0.951 of the questionnaires. The statistical analyzed data were percentage, mean, standard deviation and the confirmation component analysis.

Results of the research showed that 1) Overall, the buying decisions to healthy food was at a high level, the marketing mixed factors was at a high level, the social factors were at a high level and the healthy food buying behaviors of consumers in Nonthaburi province was at a high level. And 2) a causal relationship models of marking mixed factors, social factors and healthy food buying behaviors affect to the buying decision to healthy food of consumers in Nonthaburi province were congruent with the empirical data which an according of hypothesis. The three causal variables; the marketing mixed, the social factors and the healthy food buying behaviors were the most explained factors which could explain the variance at 49.2 percentage. The indicated that the entrepreneur should focused on developing diversified healthy foods, nutritious, reasonably priced and healthy food delivery marketing strategy to intimate or loved ones for expanded marketing opportunity and increasing sales.