HEALTH CONSCIOUSNESS AND ITS EFFECTS ON A PURCHASE INTENTION FOR DURIAN AMONG THAI CONSUMERS

Abstract

The purpose of this study is to look into health consciousness and how it effects on purchase intention for durian among Thai consumers. Furthermore, the study examined the significant association between the following variables (health consciousness, subjective norm, health behavior, health value, health literacy, and purchase intention). Responses were collected from 159 Thai consumers through an online survey approach. Data were analyzed by using correlation and multiple regression analysis from SPSS to evaluate the strength of relationship between the variables. The findings reported that attitude toward durian has a significant effect on consumers’ intention to purchase, following by health consciousness which partially supported consumers’ intention to purchase. For the other variables do not have a significant influence on the consumer's intention to purchase durian.