Factors Affecting Purchase Intention and Consumption of Plant-Based Food Products for the Elderly and Product Development Guidelines: Bangkok Metropolitan
Article Sidebar
Main Article Content
Abstract
Background and Aim: From the results of the study, the researchers proposed guidelines for developing plant-based food products by focusing on meeting the motivation of the elderly, emphasizing nutritional value, safety, appropriate packaging, providing clear information, and setting prices that were consistent with purchasing power. In addition, marketing communication strategies were used to create awareness and stimulate confidence in the product in the long term. Materials and Methods: The sample group consisted of 400 elderly people aged 60 years and over living in Bangkok. The sampling method employed was quota sampling, which was a non-probability sampling technique. The instrument used was a questionnaire. The statistics used for analysis included frequency, percentage, mean, standard deviation, F-test, and multiple regression analysis. Results of the Study: Factors of purchasing motivation, product confidence, attitude, price, distribution channels, and products were all statistically associated with the purchasing intention of the elderly (p < .05). The regression model could explain the behavior by 89.10 percent (R2 = .891). In addition, it was found that factors of status and average monthly income had significantly different effects on purchasing intention. The study showed that marketing mix and psychological factors were strongly associated with plant-based food purchase intentions among surveyed elderly people in Bangkok. The results offered guidance for developing nutritious, affordable, and trusted products for Thailand’s aging consumers.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Views and opinions appearing in the Journal it is the responsibility of the author of the article, and does not constitute the view and responsibility of the editorial team.
References
Anjani, A., & Perdhana, M. (2021). Green marketing mix effects on consumers’ purchase decision: A literature study. Diponegoro Journal of Management, 10(5), 1–8. Retrieved from http://ejournal-s1.undip.ac.id/index.php/db
Arunsangsuri, P. (2015). Attitudes and marketing mix affecting purchase intention of plant-based meat substitutes(Independent study). Thammasat University. DOI: 10.14457/TU.the.2015.166
Chalermsri, C., Herzig van Wees, S., Ziaei, S., Ekström, E. C., Muangpaisan, W., & Rahman, S. M. (2020). Exploring the experience and determinants of the food choices and eating practices of elderly Thai people: A qualitative study. Nutrients, 12(11), 3497. https://doi.org/10.3390/nu12113497
Chinthiraphap, N. (2022). Factors affecting the decision to consume plant-based food in Bangkok and its vicinity(Master’s thesis). Thammasat University. DOI: 10.14457/TU.the.2022.311
Daengpathiu, H. (2018). Marketing mix factors, attitudes and motivations affecting the decision to purchase skin whitening supplement products of teenagers in Bangkok(Master’s thesis). Bangkok University. Retrieved from http://dspace.bu.ac.th/jspui/handle/123456789/2800
Department of Older Persons. (2021). The current aging society and the economy in Thailand. Retrieved from https://www.dop.go.th/th/know/15/926
Khamkaew, P. (2014). Factors positively influencing consumers’ intention to consume healthy food in Bangkok(Independent study). Bangkok University. Retrieved from http://dspace.bu.ac.th/jspui/handle/123456789/1885
Kanuk, L., & Schiffman, L. G. (1994). Consumer behavior (5th ed.). Englewood Cliffs, NJ: Prentice-Hall.
Mueanpho, S. (2017). Application of the concept of creative economy using the SCPD Integrated Model: A case study of the Sanam Chan Community Enterprise Group, Nakhon Pathom Province. Veridian E-Journal, Silpakorn University (Humanities, Social Sciences and Arts), 10(1), 1698-1711. Retrieved from https://he02.tci-thaijo.org/index.php/Veridian-E-Journal/article/view/89486/70414
Nangam, W., & Phothongsaeng-arun, R. (2019). The influence of causal factors on consumers’ repurchase intention to clean food in Bangkok. Journal of the Institute of Suvarnabhumi Technology, Humanities and Social Sciences, 5(1), 81–95. Retrieved from https://so04.tci-thaijo.org/index.php/svittj/article/download/194545/136883
Orji, M. G., & Goodhope, O. (2013). Major classic consumer buying behaviour models: Implications for marketing decision-making. Journal of Economics and Sustainable Development, 4(4), 164–172. https://www.iiste.org/Journals/index.php/JEDS/article/view/4844?utm_
Piyarangsri, P. (2011). A comparison of consumer behavior in consuming factory liquor and community distilled liquor in Chiang Mai province(Master’s thesis). Chiang Mai University. DOI: 10.14457/CMU.res.2011.346.
Rattanakay, W. (2011). Shopping behavior on Facebook social network(Master’s thesis). Silpakorn
University. Retrieved from http://www.thapra.lib.su.ac.th/thesis/showthesis_th.asp?id=0000007093
Setthapanich, S., & Buranawittayaporn, S. (2021). Factors affecting purchase intention of alternative plant-based protein foods in the form of dry foods and snacks for the elderly in Bangkok and product development guidelines(Master’s thesis). Dusit Thani College. Retrieved from https://shorturl.asia/HN8Su
Thippala, K. (2012). Consumer decision-making process in Muang Chiang Mai district in purchasing digital single-lens reflex cameras(Master’s thesis). Chiang Mai University. DOI: 10.14457/CMU.res.2012.8
