Factors Influencing Consumer Purchase Intention of Thai Dried Fruit Product Based on The Theory of Planned Behavior

Abstract

Thai dried fruit product is one of Thailand's important export products. As a result, consumer demand for storable food has increased, and it will continue to grow in the future. This study aims to develop an extended theory of Planned Behavior (TPB) research model, which includes cognitive evaluation and environmental concern to predict consumers’ purchase intention. The empirical results indicate that attitude and perceived behavioral control were the main predictor of purchase intention, subjective norm was not significant predictors of intention. These findings provide important insights for Thai dried fruit and useful recommendations for marketing channels, suggesting that the promotion of Thai dried fruit may be the key to potential business.