Consumer Attitudes and Purchase Intentions towards Functional Foods in Bangkok
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Abstract
The objective of this research was to study factors affecting consumer attitudes and purchasing intentions towards functional foods in Bangkok Metropolitan Area (BMA). The data were collected through online surveys from 400 people who had experience of functional foods. The results of the study showed that the information and knowledge of consumers about functional foods and consumer experience positively affect consumer attitudes and transmit to the purchase intentions of functional food, whereas beliefs about nutrition and health and beliefs about functional foods have no influence on the attitude of consumers and do not pass on to the purchase intentions of functional food. Also, perceived behavioral control affects purchase intentions of functional foods but the subjective norm factor has no effect on purchase intentions of functional foods.
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