ปัจจัยที่ส่งผลต่อความสนใจในการบริโภคผลิตภัณฑ์อาหาร Plant-Based ของผู้ที่เป็น Omnivore Consumers =Factors Influencing Omnivore Consumers' Interest in Consuming Plant-Based Food Products

Abstract

This study examines the factors influencing omnivore consumers’ interest and behavioral intention to consume plant-based products in Bangkok and the metropolitan area. Omnivore consumers, who consume animal-based foods while remaining open to plant-based alternatives, represent an important transitional group in the development of sustainable food consumption. The study focuses on four key factors: ethical concern, health concern, convenience and price concern, and sensory appeal. A quantitative survey was conducted using an online questionnaire administered to 343 omnivore consumers aged 18 and above in Bangkok and its metropolitan areas. Descriptive statistics were used to analyze respondent characteristics and perceptions, while one-way ANOVA and multiple regression analysis were employed to examine demographic differences and factors influencing behavioral intention toward plant-based food consumption. Multiple regression analysis reveals that the overall model is statistically significant, although it explains a relatively small proportion of variance in behavioral intention (R² = 0.039). Among the four factors, only ethical concern has a statistically significant positive influence on behavioral intention to consume plant-based food. Health concern, convenience and price concern, and sensory appeal do not show significant individual effects. These findings suggest that while omnivore consumers demonstrate openness toward plant-based food, ethical values play a more critical role than health, taste, or convenience in shaping committed behavioral intention.