The Factors Influencing Clean Food Purchase Intentions of Generation Y in Bangkok
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Abstract
The objectives of this research were to: 1) study behaviors of clean food purchase; 2) study important level of previous experiences, behavior beliefs, attitudes and intentions of clean food purchase; 3) study the influence of previous experiences and behavior beliefs influencing toward cognitive, affective, and behavioral attitude of clean food purchase; and 4) study the influence of attitudes towards clean food purchase intentions of Generation Y in Bangkok. This quantitative research conducted survey on persons who intended to or acknowledge clean food products in Bangkok. The confidential level was set at 95 percent. Since the exact number of populations was unknown, the data was compiled from 400 cases of sample group. The questionnaire was used as tool for gathering data. The descriptive statistics, including percentage, mean, standard deviation, were employed for data analysis. And multiple regression analysis was applied for hypothesis test.
The results found that the majority of respondents were female; aged between 21 and 30 years; education level was Bachelor’s degree and undergraduate students; and income between 10,000 and 20,000 Baht. The perception level of previous experiences, behavior beliefs, cognitive attitudes, affective attitudes, behavioral attitudes and purchasing intention were all important at high level.
The hypothesis test results showed that previous experiences and behavior beliefs had positive relationship with three aspects of attitudes. In addition, three aspects of attitudes influenced purchasing intention of clean food with statistical significance at level of 0.05
Article Details
The articles published in the journals are the authors' opinions, not the opinion of the editorial team or administrative staff. The articles published is copyright of the Journal of Business Administration and Accounting, Khon Kaen University.
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