FACTORS AFFECTING HEALTHY FOOD CONSUMPTION OF BABY BOOM GENERATION CONSUMERS IN SAMUT PRAKARN PROVINCE

Abstract

The objectives of this research were to investigate (1) attitudinal and social factors affecting the healthy food consumption, (2) marketing mixed factors affecting the healthy food consumption, and (3) to the demand for food for health. Data were collected from 384 baby boomers using open-ended questionnaire, and analyzed using descriptive statistics such as frequency, percentage mean, standard deviation, and Stepwise Multiple Regression Coefficients Analysis.

The results of the research showed that overall the attitudinal and social and marketing mixed factors affecting healthy food consumption were at a high level. In addition, the overall demand for healthy food of the baby boom generation consumers in Samut Prakan province was at a high level. In terms of each category of healthy food, it was found that baby boom generation consumers need fruit, vegetable, meat, fish and starch respectively.  The factors affecting the demand for healthy food of the baby boom generation consumers in Samut Prakan province were marketing mixed product and social factors_. The regression coefficients were 0.371 and 0.161 respectively and the determination coefficients (R²) was 0.386.