Factors Affecting Superstitious Food Consumption Behavior of Pilgrims in the Sacred Area of Phra Nakhon District, Bangkok

Abstract

This quantitative research aimed to investigate superstitious beliefs, attitudes toward superstitious food consumption, environmental factors, and superstitious food consumption behavior among pilgrims; to compare personal factors with this behavior; and to study the factors affecting the behavior of pilgrims in the sacred area of Phra Nakhon District, Bangkok. A questionnaire was used to collect data from a sample of 400 individuals aged 20-60. Statistical analyses included frequency, percentage, mean, standard deviation, t-Test, One-Way ANOVA, and Multiple Regression Analysis. The results revealed that the level of superstitious beliefs was high, while attitudes toward consumption, environmental factors, and the consumption behavior itself were all rated at a moderate level. Furthermore, demographic differences in education level, occupation, marital status, average monthly income, religion, and residence significantly affected the superstitious food consumption behavior at the $.05$ level, whereas gender, age, and chronic diseases did not show a significant difference. Finally, the study identified two factors that significantly affected the superstitious food consumption behavior of pilgrims at the .05 level: attitudes toward superstitious food consumption and environmental factors influencing consumption.