FACTORS AFFECTING PURCHASE INTENTION FOR VEGETARIAN DIET OF ELDERS IN NORTHEASTERN THAILAND

Abstract

This research aims to study the factors affecting purchase intention of vegetarian diet of elders in northeastern Thailand. The research methodology of this research is mixed method approach: qualitative and quantitative research, respectively. Primarily, in-depth interviews are conducted with 7 nutritionists and dietitians, and 7 business persons. The data obtained used to create questions for the questionnaire. The sample size of quantitative research are 400 elders in northeastern Thailand. The statistical tools used are percentage, mean, frequency, Independence sample t-test, ANOVA F-test, and Multiple Regression Analysis. The results show that product attribute (brand, packaging, price, claim, appearance, smell and taste) and perceived value (perceived acquisition value and perceived transaction value) have significant effects on purchase intention. However, label and texture have no significant effect on purchase intention. In addition, there is a significant different purchase intention between elders who never purchase vegetarian diet and those who used to purchase before.