A Study of Factors and Intentions in the Consumption of Plant-Based Foods Among the Silver Generation in Thailand by Extending the Theory of Planned Behavior with the Concept of Product Attributes

Abstract

This study aims to examine the factors and intentions in the to the consumption of plant-based foods among the Silver Generation in Thailand. The sample consisted of 400 individuals aged 50 and above and selected through convenience sampling. Data were collected via an online questionnaire (Google Forms) and analyzed using descriptive statistics. The respondents revealed that most were female (62.5%), aged 56–60 years (35.25%), held a bachelor's degree (38.75%), worked as civil servants (50.25%), had a monthly income exceeding 40,000 baht (58.75%), and were married (35.25%). A large majority (96%) had previously purchased or consumed plant-based foods, with plant-based milk being the most selected product (89%). Most respondents made their own purchasing decisions (93.75%), primarily for health-related reasons (90%). The study extended the Theory of Planned Behavior by incorporating the concept of product characteristics. Findings showed the highest agreement in attitude toward plant-based foods ( = 4.28), followed by perceived behavioral control ( = 4.15), internal product characteristics ( = 4.04), external product characteristics ( = 3.85), intention to consume ( = 3.84), and conformity to reference groups ( = 3.41). These findings offer insights for entrepreneurs and marketers seeking to develop effective strategies to promote plant-based food products among the aging population.