Social Media Exposure Affecting on Clean Food Consumption Behavior of Thai People in Bangkok Metropolitan Region

Abstract

        The objectives of quantitative research study was 1) to study about how health concern affected on Thai people’s behavior consumption, in Bangkok Metropolitan Region 2) to survey and analyze how social media affected on Thai people’s on clean-food consumption behavior, in Bangkok Metropolitan Region. The questionnaires were provided to 200 sampling targets, among age of 18-60 in Bangkok Metropolitan Region. The research found out that, most people used Facebook to watch VDOs about clean food cooking in high level. And food photos were relevant with marketing promotions in the highest level. Social media affected clean-food consumption by marketing promotions. Advertisement on Instagram should not be longer than 30 seconds. In Facebook, the most interesting advertisement for people was Page Post. In LINE, the most interesting advertisement for people was Sponsored Sticker. Moreover, consumers who were interested in clean-food, were health conscious, because they believed that, clean-food gave positive benefits to their health, and they preferred to purchase clean food via Facebook and paid by bank transferred.