Underlying Factors Towards the Willingness to Use Functional Drinks in Bangkok, Thailand

Main Article Content

Dissatat Prasertsakul
Thitarat Worawitphinyo

Abstract

There has been a greater health concern among people around the world in the past several years. This results in an increasing demand of functional foods and drinks. Despite this demand’s growth, there is still a controversy among scholars in such a research stream with regards to the factors affecting consumers’ willingness to use functional foods and drinks. The major objective of this research is to examine the factors influencing consumers’ willingness to use functional drinks in Bangkok, Thailand. The model of this study was developed from synthesizing the models used in the previous relevant research studies. There were four independent constructs being proposed in the ‘Functional Drinks Acceptance’ model. A structured questionnaire was used to collect the data from 403 respondents using multi-stage sampling undertaken at major public areas in Bangkok. Structural Equation Modelling (SEM) was employed to test hypotheses in the model through AMOS 23.0. Most hypotheses were statistically significant and supported. Consumers’ attitude towards functional drinks, products’ health claimed, and credibility of information source had a significant influence on the willingness to use functional drinks; whilst consumers’ health concern showed insignificant results. This research benefits both food and beverage companies and nutritionists to help them develop the right functional drinks for Thai consumers.

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How to Cite
Prasertsakul, D., & Worawitphinyo, T. (2020). Underlying Factors Towards the Willingness to Use Functional Drinks in Bangkok, Thailand. Executive Journal, 40(2), 51–63. Retrieved from https://so01.tci-thaijo.org/index.php/executivejournal/article/view/241535
Section
Research Articles

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