The Role of Consumer Knowledge in Purchase Intention of Broiler Feed with Hemp through Trust : A Multi-group Analysis of Gender
Keywords:
Consumer Knowledge, Trust, Price, Purchase Intention, Broiler Feed with Hemp, Multi-group Analysis, Gender DifferencesAbstract
The main objectives of this study were to examine the role of consumer knowledge about broiler feed containing CBD extracted from hemp in intention to purchase broiler feed containing CBD extracted from hemp through trust in the product. Additionally, it aimed to compare differences between male and female consumers. The sample consisted of 239 consumers involved in raising broilers and/or broiler feed, including farmers, veterinarians, and animal husbandry professionals. The data were collected using questionnaires. The data analysis was conducted using the Partial Least Squares-Structural Equation Modeling (PLS-SEM), and the multi-group analysis was conducted using the Partial Least Squares-Multi-group Analysis (PLS-MGA). The main results of the study revealed that consumer knowledge about broiler feed containing CBD extracted from hemp has a significantly positive indirect impact on purchase intention through trust in the product. However, this impact did not significantly differ between male and female consumers.
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ข้อความ ข้อคิดเห็น ข้อมูล เนื้อหา รูปภาพ แผนภูมิ แผนผัง เป็นต้น ที่ปรากฏและแสดงในบทความต่างๆ ในวารสารบริหารธุรกิจเทคโนโลยีมหานคร ถือเป็นความรับผิดชอบโดยตรงของผู้เขียนบทความนั้นๆ มิใช่เป็นความรับผิดชอบใดๆ ของวารสารบริหารธุรกิจเทคโนโลยีมหานคร และมหาวิทยาลัยเทคโนโลยีมหานคร
บทความที่ตีพิมพ์ในวารสารบริหารธุรกิจเทคโนโลยีมหานคร ถือเป็นลิขสิทธิ์เฉพาะของคณะบริหารธุรกิจ มหาวิทยาลัยเทคโนโลยีมหานคร หากบุคคลหรือหน่วยงานใดต้องการนำทั้งหมดหรือส่วนใดส่วนหนึ่งไปเผยแพร่ต่อหรือเพื่อกระทำการใดๆ จะต้องได้รับการอนุญาตเป็นลายลักษณ์อักษรจากคณะบริหารธุรกิจ มหาวิทยาลัยเทคโนโลยีมหานครก่อนเท่านั้น
