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Factor Affecting the Decision in Consuming Vegetarian Foodof People in Bangkok |
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| รหัสดีโอไอ | |
| Creator | Pakavadee Jaroenrat |
| Title | Factor Affecting the Decision in Consuming Vegetarian Foodof People in Bangkok |
| Publisher | Faculty of Management Science Nakhon Pathom Rajabhat University. |
| Publication Year | 2565 |
| Journal Title | Journal of Management Science Nakhon Pathom Rajabhat University |
| Journal Vol. | 9 |
| Journal No. | 1 |
| Page no. | 341-351 |
| Keyword | Marketing Mix Factors, Making Decision, Attitude, Vegetarian Restaurant |
| URL Website | https://so03.tci-thaijo.org/index.php/JMSNPRU/issue/view/17221 |
| Website title | https://so03.tci-thaijo.org/index.php/JMSNPRU/index |
| ISSN | 2392-5823 |
| Abstract | The objective of this research 1) To compare the average differences about vegetarianfood consumption decisions in restaurants of the working-age population in Bangkok whichwere classified by personal factors 2) Study the marketing mix factors (7Ps) toward vegetarianfood consumption decisions in restaurants of the working-age population in Bangkok and 3)To study the psychological factors affecting the decision to consume vegetarian food inrestaurants among working age populations in Bangkok.Methods of this research is quantitative research using secondary data and primarydata. The sample group used in this research consisted of 400 working-age vegetarianconsumers living in Bangkok. The research instrument was a questionnaire with accuracy andvalidity. The statistics used for data analysis were frequency distribution, percentage andstandard deviation, One-Way ANOVA, and Pearson's correlation analysis at a level of statisticalsignificance of 0.05The results of the research were found that (1) the average of vegetarian foodconsumption decisions in restaurants of the working-age population in Bangkok wassignificantly different on demographic factors; genders, ages, education levels, incomes, andmarriage status (2) the marketing mix factors (7Ps) which influence vegetarian foodconsumption decisions in restaurants of the working-age population in Bangkok consisted ofphysical area, personnel factor, product factor, process factor, marketing promotion factor,channel of distribution factor, and pricing factor, respectively. (3) attitude factors also influencevegetarian food consumption decisions in restaurants of the working-age population inBangkok which were considered on cleanness, reducing animal cruelty, remainingenvironmental resources, food's high quality and safety. |
