Factors of Purchasing Food Containing Marijuana as an Ingredient at Restaurants in Khon Kaen

Authors

  • Dr.Chompoonut Suttikun Assistant Professor, Faculty of Business Administration and Accountancy, Khon Kaen University
  • Napassanun Namkhun Student, Master of Business Program in Hospitality and Event Business, Faculty of Business Administration and Accountancy, Khon Kaen University
  • Niracha Phonnan Student, Master of Business Program in Hospitality and Event Business, Faculty of Business Administration and Accountancy, Khon Kaen University
  • Pongpanot Anuchon Student, Master of Business Program in Hospitality and Event Business, Faculty of Business Administration and Accountancy, Khon Kaen University

Keywords:

Cannabis-based dishes, Consumers' purchasing intentions, Social media

Abstract

This research aims to study Factors of purchasing food containing marijuana as an ingredient at restaurants in Khon Kaen. This study is quantitative research which an online questionnaire was a tool used for collecting the data from 400 participants. The data underwent inferential statistical analysis. The results of the current study revealed that social media is the primary influential factor in consumers' purchasing intentions in cannabis-based dishes in restaurants following by social environment and personal norms respectively.  Furthermore, restaurant entrepreneurs would benefit from the results of this research. They would be able to create efficient marketing strategies and promote their cannabis-based dishes through social media in order to increase consumers’ recognition such as providing menu items with pictures.

References

Bangkok Business. "Free Marijuana" policy, free under boundaries [Internet]. 2022 [updated 2022 Nov 8; cited 2022 Sep 4]. Available from: https://www.bangkokbiznews.com/social/1013405. Thai.

Hfocus Insights into the health system. Warnings and marijuana requirements in restaurants [Internet]. 2022. [updated 2022 Jun 15; cited 2022 Sep 5]. Available from: https://www.hfocus. org/content/2022/06/25308. Thai.

JOINALIFE. Cream factory revealed “Hemp Extract – Hemp” is hot in the beauty industry. A new option that many people accept. Start first, sell first, get more profit!! [Internet]. 2022. [cited 2022 Sep 3]. Available from: https://www.joinalifethailand.com. Thai.

Chansawang S. 'Zen Group' launches Thai food menu to receive cannabis fever [Internet]. 2021 [updated 2021 Mar 21; cited 2022 Sep 4]. Available from: https://www.bangkokbiznews.com/ business/928481. Thai.

TNN ONLINE. 14 benefits of "marijuana" overflowing properties can cure what disease? [Internet]. 2020. [cited 2022 Sep 4]. Available from: https://www.tnnthailand.com/news/tnnexclusive/63354/. Thai.

Bangkok Business. When "free marijuana" is unlocked, there is a policy vacuum. Who will be responsible? [Internet]. 2021. [cited 2022 Sep 4]. Available from: https://www.bangkokbiznews. com/news/1008910. Thai.

Piyatharathibet M. Factors affecting the purchase intention of food products containing hemp among consumers in Bangkok and surrounding areas [Master’s thesis]. Bangkok: Mahidol University; 2021. Thai.

Yamungkhun N, Hiransomboon K. Marketing Mix Factors Influencing the Purchasing of Cannabis Food and Beverages by Consumers in the Central Region. Journal Business Administration. 2022; 12(1): 70-81. Thai.

Kaimook S. Factors influencing to purchase cannabis-hemp drink in cafes for Thai consumers [Master’s thesis]. Bangkok: Thammasat University; 2021. Thai.

Dontumphrai P, Panma P, Norkaew M, Bodeerat C. Free Cannabis as a Medical Plant [PhD thesis]. Phitsanulok: Pibulsongkram Rajabhat University; 2021. Thailand.

Veena M. What is social media? Include social media that should be used in your business [Internet]. 2021. [updated 2021 Sep 8, cited 2022 Sep 3]. Available from: https://digimusketeers. co.th/blogs/online-marketing/what-is-social-media. Thai.

Bilgihan A, Peng C, Kandampully J. Generation Y's dining information seeking and sharing behavior on social networking sites: An exploratory study. International Journal of Contemporary Hospitality Management. 2014 Apr 8; 26(3): 349-66.

Fox G, Longart P. Electronic word-of-mouth: Successful communication strategies for restaurants. Tourism and hospitality management. 2016 Nov 18; 22(2): 211-23.

Chankaew K. Environmental education [PhD thesis]. Bangkok: Kasetsart University; 1993. Thai.

Promma N. Factors Affecting Consumer’s Purchase Intention for Healthy Food in Bangkok Area [PhD thesis]. Bangkok: Bangkok University; 2013. Thai.

Pankham S, Naowaratthanakorn P, The Causal Factors Affecting the Behavior of Using social media in Communication Within the Organization of Personnel of the Energy Regulatory. Journal of Multidisciplinary in Humanities and Social Sciences. 2022; 5(3): 1009-1025. Thai.

Chen HR, Tseng HF. Factors that influence acceptance of web-based e-learning systems for the in-service education of junior high school teachers in Taiwan. Evaluation and program planning. 2012 Aug 1; 35(3): 398-406.

Metcalf DA, Wiener KK, Saliba A, Sugden N. Evaluating the acceptance of hemp food in australian adults using the theory of planned behavior and structural equation modelling. Foods. 2021 Sep 2; 10(9): 2071.

Watthanathanakorn C, Panturamporn B. Factors affecting the purchase decision of cannabis-cannabis-containing beverages consumer brew in Bangkok [Master’s thesis]. Bangkok: Ramkhamhaeng University; 2022. Thai.

Downloads

Published

2023-12-31

How to Cite

Suttikun, D., Namkhun, N. ., Phonnan, N., & Anuchon, P. (2023). Factors of Purchasing Food Containing Marijuana as an Ingredient at Restaurants in Khon Kaen. KKU Research Journal (Graduate Studies) Humanities and Social Sciences, 11(3), 39–52. Retrieved from https://so04.tci-thaijo.org/index.php/gskkuhs/article/view/262119

Issue

Vol. 11 No. 3 (2023)

Section

บทความวิจัย (Articles)

License

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.