THE INFLUENCE OF ONLINE MEDIA AND MARKETING MIX FACTORS TO PURCHASE INTENTION OF PLANT BASED MEAT CONSUMERS IN BANGKOK

Abstract

The objectives of this research paper were 1) To compare the purchasing intention of plant-derived meat of consumers in Bangkok classified by personal characteristics; 2) To study the relationship between online media exposure.  Perception of benefits, reference group, marketing mix factors and purchasing intention of plant-based meats of consumers in Bangkok 3) To study the influence of online media exposure. Perception of benefits, referral groups and marketing mix factors to the intention to buy meat from plants of consumers in Bangkok using a quantitative research model The population used in this study was plant-based meat eaters aged 20 years and over living in Bangkok.  A questionnaire was used as a tool for collecting data, amounting to 400 sets, using a random sampling method as per convenience. To analyze the descriptive statistical data for percentage, mean, standard deviation. The research hypothesis was tested by inferential statistical analysis using T-test, one-way ANOVA, Correlation coefficient analysis and Multiple regression analysis. The results of the research were as follows 1)Demographic characteristics in terms of gender, age, education level  2)The exposure to online media was positively correlated (r=0.454) with the purchase intention of plant-based meat positive (r=0.414) with purchase intent of plant-based meat 4)The reference group was positively correlated (r=0.621) with purchase intent of plant-based meat  5) Marketing mix was positively correlated (r=0.580) and intention to buy meat from plants 6)Reference group, perceived benefits and marketing mix factors the influence of plant-based meat purchase intention was statistically significant at the 0.05 level