ปัจจัยที่มีอิทธิพลของผู้บริโภคต่อการยอมรับอาหารใหม่ประเภทเนื้อสัตว์เพาะเลี้ยง

Abstract

This research aims to study factors influencing consumers' Marketing mix factors affecting the acceptance of Novel food in the category of Cultured Meat. Using Ajzen's Theory of Planned Behavior as a framework for research. The sample group of the research is consumers aged 18 years and over who live at Khonkaen University, Khonkaen. The province, totaling 400 people, used questionnaires as a research tool. The statistics used to analyze the data were descriptive statistics, including frequency, percentage, mean, standard deviation, and inferential statistics using multiple regression analysis. The results of the analysis found that Planned Behavior Factors The aspect of attitude towards consumption had the highest level of opinion (=4.23), followed by the aspect of perceived behavioral control (=4.09) and the aspect of subjective norms (=3.81) in the marketing mix factors section The communication aspect had the highest level of opinion (=4.39), followed by The consumer wants and needs   (=4.36),the convenience to buy (=4.27),and the consumer’s cost to satisfy (=4.24). The results of the hypothesis testing found that 1) Planned Behavior Factors Attitude towards consumption aspects of conforming to the reference group and the perceived behavioral control positive influence the intention to consume Novel food in the category of Cultured Meat. 2) Marketing mix factors consumer needs and the cost aspect of consumers positive influence the intention to Novel food in the category of Cultured Meat with a statistical significance of 0.05.