The Impact oHealth Consciousness toward Dietary Supplements and Natural Extracted Products Buying Motivation in Thailand

Abstract

The purpose of the thesis is to aim to investigate and understand the impact of health conscious behavior toward dietary supplements and natural extracted products leading to buying intention in the Thai context. The qualitative method was adopted in the research by conducting in-depth interviews with 12 Thai participants from Bangkok and upcountry living in Bangkok through face-to-face interviews and phone call interviews. The research result shows that there are some patterns of interviewees that can be grouped to see motivations, both rational and emotional motivations, encouraging them to aware more of their health which leads to supplements and natural extracted products consumed and bought differently in each group divided by many factors. Also found that there are some factors that drive them to switch brands or change their behavior of the product consumption.