Marketing Strategies and Psychological Factors Affecting Consumers' Purchasing Decisions for Healthy Food in the Municipality, Mueang District, Khon Kaen Province

Abstract

This study aimed to: 1) examine the purchasing decision behavior of consumers regarding healthy food in the municipal area of Mueang District, Khon Kaen Province; 2) investigate marketing strategies and psychological factors influencing consumers’ decisions to purchase healthy food in the municipal area of Mueang District, Khon Kaen Province and 3) propose marketing strategies that affect consumers’ purchasing decisions for healthy food                       in the municipal area of Mueang District, Khon Kaen Province. A quantitative research approach was employed. The sample consisted of 399 consumers. Data were collected using questionnaires and analyzed using descriptive statistics, one-way analysis of variance (ANOVA), and multiple regression analysis.

The findings revealed that marketing strategies, particularly pricing, and psychological factors, especially attitudes, had a significant influence on consumers’ decisions to purchase healthy food. Consumers demonstrated a very high level of purchase intention, primarily due to long-term health benefits. Purchasing decisions differed significantly by age and income, but not by gender, education, or occupation. Therefore, entrepreneurs should design marketing strategies that are appropriate for target groups and consider consumers’ attitudes toward healthy food.