THE INFLUENCE OF HEALTH PERCEPTION AND PERCEIVED VALUE ON PURCHASE INTENTION FOR A HEALTHY TAMARIND DRINK: THE MEDIATING ROLE OF CONSUMER ATTITUDE

Abstract

This study aimed (1) to explain the mechanism underlying the purchase intentions of Thai consumers’ toward a healthy sweet tamarind drink by proposing
a causal model linking health perception (HP), perceived value (PV), consumer attitude (ATT), and purchase intention (PI), (2) to examine the direct effects of HP and PV on ATT and PI, and (3) to test the mediating role of ATT in the relationships between HP/PV and PI in the context of a sweet tamarind–based health beverage. Data were collected from 268 Thai consumers with experience in the consumption of healthy beverages using an online questionnaire with a 7-point Likert scale and convenience sampling. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) in SmartPLS with bootstrapping.

The results showed that HP has positive effects on PV and ATT, and that PV positively affects ATT and significantly predicts PI. In contrast, ATT does not significantly predict PI, so the mediating effects of ATT on the relationships between (1) HP and PI and (2) PV and PI are not supported because the 95% confidence intervals of the indirect effects include zero. Overall, the findings indicate that perceived value is the key mechanism translating health-related perceptions into purchase intention. Consumers rely more on evaluations of product quality, value for money, and credibility than on attitude alone when forming purchase intentions toward a healthy sweet tamarind drink. These findings enrich the understanding of consumer behavior toward healthy beverages made from sweet tamarind and provide practical guidance for business operators. Strategies that build perceived value through clear quality cues, value-for-money positioning, and credible health information are recommended to enhance consumers’ purchase intentions in the Thai health-beverage market.