The Main Factors that Influence Consumer Intention Toward to Healthy Food Consumption in Thailand

Abstract

The study aimed to explore the factors of perceived price, reference group, nutrition efficacy, and healthy consciousness influencing consumer’s intention of healthy food in Bangkok. The questionnaire was used to collect data with the 250 consumers who used to consume healthy food in Bangkok and the content validity was testing by the experts. The statistic method were descriptive statistics method by using the percentage, mean, standard deviation, single and multiple linear regression analysis by using the SPSS program. The research study results that the majority of respondents were single female who aged 18 – 34 years old. They were employee. The analysis results found that factors of nutrition self-efficacy and health consciousness which is attitude toward behavior factor influence their intention toward to healthy food consumption in Thailand at the significance level of 0.05.