The Influence of Attitude towards Rubber Products and Health Consciousness on Intention to Purchase Rubber Products of Thai Consumer
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Abstract
Rubber product is derived from natural rubber that encountering intense competition in international markets. As a result, it is necessary to increase domestic consumption through product development that align with consumer attitudes to foster positive perceptions and interest in the products. This aligns with the growing health consciousness among consumers, who increasingly prioritize safe and healthy products. Thus, this research aims to study the health consciousness and attitudes towards rubber products of Thai consumers and to analyze the influence of attitudes towards rubber products and health consciousness on Thai consumers' purchase intentions of rubber products. Data were collected through self-administered questionnaires from a sample group of 457 respondents and were analyzed for the influence between variables using multiple regression analysis. The study found that respondents generally had a agree level of health consciousness, with the highest average of awareness of their own health. Meanwhile, overall attitudes towards rubber products were neither agree nor disagree, with the highest average of attitudes regarding rubber products being of good quality. Additionally, the overall intention to purchase rubber products was agree, with the highest average of willingness to buy rubber products. The results of the multiple regression analysis indicate that health consciousness and attitudes towards rubber products positively influenced the intention to purchase rubber products significantly at a statistical level of 0.05.
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