Factors Influencing Purchase Intentions of Functional Foods Containing Turmeric among the Elderly in Mueang District, Surat Thani Province
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Abstract
The objective of this study was to investigate the factors influencing the intention to purchase functional foods containing turmeric among the elderly in Muang District, Surat Thani Province. The factors examined included attitudes towards purchasing functional foods, conformity to reference groups, perceived behavioural control, and health consciousness. The study employed a quantitative research design. The sample consisted of 200 individuals aged 60 years and above who intended to purchase functional foods containing turmeric. The sample was selected through convenience sampling. Data were collected using questionnaires and analysed using descriptive statistics (frequency, percentage, mean, and standard deviation) and inferential statistics (multiple linear regression analysis) to test the hypotheses.
The results showed that most respondents were female, aged between 60 and 69 years, married, and had an income between 10,001 and 15,000 baht. In addition, 19.50% reported having prior purchasing experience. The hypothesis testing revealed of factors affecting the intention to purchase functional foods containing turmeric among the elderly in Mueang District, Surat Thani Province revealed that the factor of conformity to reference groups (β = 0.31) and the factor of perceived behavioural control (β = 0.48) significantly influenced the purchase intention of functional foods containing turmeric among the elderly in Muang District, Surat Thani Province at the 0.05 level of statistical significance. However, the factors of attitudes towards purchasing functional foods and health consciousness did not affect the intention to purchase functional foods containing turmeric among the elderly in Muang District, Surat Thani Province.
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