When Food is More Than Just Taste: Food Consumption Behavior and Risk Perception of Non-Communicable Diseases on Behavioral Modification Intention in Thai Society
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Abstract
This research aimed to: 1) examine the levels of food consumption behavior, risk perception of non-communicable diseases (NCDs), and behavioral modification intention among Thai population, and 2) investigate the relationships between food consumption behavior, risk perception of NCDs, and behavioral modification intention among Thai population. A cross-sectional quantitative survey design was employed. The sample consisted of 400 Thai individuals aged 15 years and above residing in Bangkok, stratified into four generational groups: Gen Z, Gen Y, Gen X, and Baby Boomers, selected through stratified quota sampling. Data were collected using a questionnaire and analyzed using frequency, percentage, mean, standard deviation, and Pearson's correlation coefficient. The results revealed that food consumption behavior at risk for NCDs was at a high level ( = 3.91), risk perception of NCDs was at a high level (
= 3.86), and behavioral modification intention was at a moderate level (
= 3.45). Furthermore, both food consumption behavior at risk for NCDs and risk perception of NCDs showed statistically significant positive relationships with behavioral modification intention at the .01 level.
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References
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