Factors Influencing Consumer Behaviour for Purchasing Plant-Based Food and Beverage in Bangkok

Abstract

The purpose of this study was to investigate the demographic and logistics activity factors in five areas (customer service, product quality, payment methods, packaging and labeling, and product information perception) that influence Bangkok consumers' purchasing behavior of plant-based foods and beverages. The participants were 400 people. The research instrument for the data collection was a questionnaire. Frequency, percentage and hypothesis testing with chi-square statistics were used for the data analysis. The results towards the testing revealed that regarding the relationship between demographic factors and consumer purchasing behavior of plant-based food and beverages in Bangkok, the results indicated that sex, age, occupation, and educational level were the strongest predictors, while monthly income was related to consumer purchasing behavior. However, the relationship between weekly purchase frequency and solely monthly income was statistically significant at the 0.05 level, supporting the hypothesis. It also showed that the relationship between the five factors of logistics activities and the purchasing behavior of plant-based food and beverages of consumers in Bangkok revealed that customer service, product quality, payment channels, packaging and labeling, and perception of product information were related to consumer's purchasing behavior of plant-based food and beverages, which was statistically significant at the 0.05 level, confirming the original hypothesis.