FACTOR AFFECTING LOCAL FOOD CONSUMPTION INTENTION OF THAI TOURIST WITH FOOD NEOPHOBIA AS A MEDIATOR

Abstract

The objective of this research was to study the factors affecting the local food consumption intention with food neophobia as a mediator. The conceptual framework developed by the planned behavioral theory. The data were collected from 477 samples which were suitable for data analysis with STATA program by using Random Effects Regression technique by Stratified Sampling from Thai tourist. A questionnaire was used as a tool to collect data online. The research results were found that: 1) Perception from food review was affecting to the local food consumption intention 2) Food involvement was affecting to the local food consumption intention and 3) Food neophobia was affecting to the local food consumption intention. Food neophobia was a mediator between knowledge of local food, experience of local food, perception from review, and food involvement to the local food consumption intention.