Factors Affecting Purchase Intentions of Plant-Based Food Products in Mueang Lampang
Keywords:
Plant-Based, Purchase Intentions, Muang LampangAbstract
The world is facing climate change problems, which have many causes to contribute to them. One is meat production, which contributes to large amounts of greenhouse gases that cause global warming. There has been reduced consumption in developed countries and a growing market in Thailand. This led to the recommendations for reducing meat consumption and moving toward plant-based consumption. This study looked at the effects of each factor on the purchase intention of plant-based food products in Mueng Lampang, a smaller and less developed area, than in cities like Chiang Mai or Bangkok. The result reveals that environmental concerns, subjective norms, and perceived consumers' effectiveness factors affect the purchase intention of plant-based food products. The firms that produce plant-based products should communicate to consumers clearly and truthfully about how their products are better for the environment than those from animals. Also, promote the consumers' engagement program. Consumers are a part of helping and improving the environment
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