Factors Positively Affecting Purchase Intention of Vegetarian Ready Meals’ Customers in Supermarkets of Sukhumvit area in Bangkok

Abstract

The purpose of this research was to examine the independent factors positively affecting purchase intention of vegetarian ready meals’ customers in supermarkets of Sukhumvit area in Bangkok. Those independent factors were perceived availabilities, institutional trust, food shopping habits, agricultural practices concern, subjective norms, values, food safety, and attitude towards vegetarian ready meals. Total samples of 238 respondents were collected with survey questionnaire in supermarkets located in Sukhumvit area in Bangkok. The data sets utilized descriptive statistics and multiple regression analysis. The researcher found that only values accounted positively affecting purchase intention of vegetarian ready meals in supermarkets of Sukhumvit area in Bangkok with the statistical significance. There findings could be applied to vegetarian ready meals’ business that the business owners or marketers should emphasize on creating values for vegetarian ready meals’ products to increase sales.