ผลกระทบของความใส่ใจสุขภาพและความรู้ด้านสุขภาพต่อความตั้งใจซื้ออาหารเพื่อสุขภาพของกลุ่มเจนเนอเรชั่นวายในอำเภอหาดใหญ่จังหวัดสงขลา

Abstract

Since the last decade, the value of healthy food around the world has a tendency to increase constantly. It is resulted from health conscious trend and the desire to have a fair body of the customers, expecting that food will balance the well-being of the body. This brought worry for Thai Y-generation members who have less health consciousness, on contrast to Western Y-generation members who are actual health conscious and share health-caring consuming behavior. Furthermore, Health knowledge is another factor that influences healthy food consuming behavior. . The samples of this study are 397 of Generation Y in Hat Yai, Songkhla. Data was collected by questionnaires and was analyzed by frequency, percentage, mode, average and standard deviations. The Influence was analyzed based on multiple regression analysis at statistical significance level of 0.05. The result the research shows that there is a high level of health consciousness and a high level of health knowledge as well as a high level of the intention to purchase healthy food. Furthermore according to the multiple regression analysis, the health consciousness (Beta = 0.43) altogether with health knowledge (Beta = 0.27) can be predicted to be Generation Y’s intention to purchase healthy food factor in Hat Yai, Songkhla at 29 percent (R2 = 0.29) showing that the value of health consciousness and health knowledge positively influences the Generation Y’s Intention to Purchase Healthy Food in Hat Yai, Songkhla. Therefore, healthy food entrepreneurs shall present and stimulate the customers to have more health consciousness and knowledge in order to get more market share in the future.