Causal Factors Affecting Consumer Purchase Decisions for Cannabis-Infused Food and Beverages in Mueang District, Songkhla Province
DOI:
https://doi.org/10.55164/ecbajournal.v18i1.282554Keywords:
Cannabis-infused Food and Beverages, Purchase Decision, Attitude, Health Awareness, Social Risk PerceptionAbstract
This research aimed to investigate the factors influencing consumers’ purchasing decisions of food and beverages containing cannabis in Mueang District, Songkhla Province, an area with high economic and social growth, where the number of restaurants and beverage shops using cannabis as an ingredient has been increasing. The sample consisted of 250 consumers residing in Mueang District who had experience purchasing and consuming cannabis-infused food or beverages, selected using a purposive sampling method. The research instrument was a questionnaire that had been tested for validity and reliability. Subsequently, the data were analyzed using statistical methods and causal relationship analysis through Partial Least Squares Structural Equation Modeling (PLS-SEM) to investigate the cause-and-effect relationships among the variables. The findings revealed that health consciousness, product factors, perceived financial risk, and perceived social risk significantly influenced consumers’ purchasing decisions regarding cannabis-infused food and beverages. The results of this study provide valuable insights for marketing strategy formulation and product development, allowing cannabis-infused food and beverage businesses to effectively address consumer needs. In addition, the findings enhance competitive advantage and promote sustainable income generation for businesses as well as the local economy.
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