FACTORS AFFECTING PURCHASE INTENTION TOWARD ALMOND MILK: A CASE STUDY OF THAI EXPERIENCED AND INEXPERIENCED CONSUMERS

The healthy trend has been grown rapidly in Thailand market since a few years ago. There are many kinds of healthy products which provided to the consumers. Also, almond milk is one of a new face to the market. The objective of study this research is to examine the factor of affecting Thai people’s purchase intention toward almond milk. The researcher used an online and offline survey to develop and distribute questionnaires to the sample of the Thai population. The target populations were both Thai people who ever purchased and never purchase almond milk before. The researcher reached the data 386 respondents by conducting the simple linear regression, the multiple linear regression and independent sample t-test to analyze the hypotheses. The results showed that health consciousness and environmental attitude have a positive influence on attitude toward almond milk in the first model. The second model, the result showed attitude toward almond milk also has a positive influence to purchase intention. Furthermore, the result of the independent sample t-test was significant between people who ever purchased and people who never purchase for attitude toward almond milk in the third model. But, the result of the independent sample t-test was no significant different in purchase intention between people who ever purchased and people who never purchase almond milk before in the last model.