Factors Affecting Healthy Food Consumption Behavior of Working-age People in Bangkok
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Abstract
This research aimed (1) to study attitude towards healthy food, marketing mix factors, and healthy food consumption behaviors, (2) to compare personal factors to healthy food consumption behaviors, (3) to study attitudes, marketing mix factors affecting healthy food consumption behaviors. The study was conducted using a quantitative research design. A questionnaire was used to collect data from 400 working-age people. The sample was selected using a multi-stage sampling method. Statistics in the study consisted of mean ( ), standard deviation (S.D.), t-Test, One-way ANOVA, and multiple regression analysis.
The study results revealed that (1) attitudes of working-age people in Bangkok towards healthy food were at a high level ( =4.36), (2) marketing mix factors for healthy food of working-age people in Bangkok were at a high level ( =4.45). Consideration of each aspect, product was at the highest level ( =4.53), and (3) aspects vat a high level were at a high level were price ( =4.47), place ( =4.30), and promotion ( =4.50). Healthy food consumption behaviors of working-age people in Bangkok were at a high level ( =4.37). Hypothesis testing indicated that (1) different age and monthly income had an effect on healthy food consumption behaviors of working-age people in Bangkok in a different way, with the statistical significance level of .05 while there were no differences of gender and career affecting healthy food consumption behaviors of working-age people in Bangkok, and (2) attitudes and marking mix factors regarding product, place, and promotion had a positive effect on healthy food consumption behaviors of working-age people in Bangkok, with the statistical significance level of .05.
The equation of raw score is
= 0.671 + 0.222(Attitude) + 0.208(Product) + 0.226(Place) + 0.097(Promotion)
The equation of standard score is
= 0. .228(Attitude) + 0. .201(Product) + .270(Place) + 0.111(Promotion)
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