How health-conscious trend effects consumption of organic and functional food in Thailand.

Abstract

Now a day health conscious trend plays an important role on stimulated consumption of healthy products. Many firms rush into this industry with new products and new implication techniques to gain consumers attention and market share. Even Thai people have high awareness in health conscious trend and have positive attitude toward healthy products, but the consumption rate of these products are lower than other countries. This paper conducts a qualitative research with in-depth interview to consumers which provides insight of consumer perception and consumer behavior toward healthy products, organic, and functional foods. The result shows that there are correlative relationship between health conscious trend and consumer behavior. Health conscious trend stimulated positive attitudes to consumers which enhance purchasing decision among consumers. The primary aim is to examine the factors of health consciousness that influence food consuming behavior of Thai consumer to help firms to understand and develop new implication in the future. KEY WORDS: Organic foods / Functional foods / Consumer behavior