Factors Affecting the Intention Consumer Samui Island Local Food
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Abstract
The research article consisted of the following objectives: 1) to study the consumption behavior of Samui Island local food; 2) to explore the level of factors affecting the intention to consume Samui Island local food; 3) to compare personal factors affecting the intention to consume Samui Island local food; and 4) to find the correlation between factors affecting the consumption of local food and the intention to consume. The study used a mixed-method approach that included qualitative as well as quantitative methods. The population and a group sample were 400 people who used to eat Samui Island local food and were chosen by accidental sampling. The statistics used were frequency, percentage, mean, standard deviation, t-test, One-Way ANOVA, and Pearson correlation coefficient.
From the study, the following results are found: 1) The top three main foods consumed by a group sample on Samui Island were Moo Kho, Sarai Khor, and Wai Khua. Sweet dishes were Kalamae, Khanom Kho, and To Won. Fruits were Lukfai Ka, Luk Toh and Luk Khee Kwang. Due to their unique flavor, a group sample preferred to dine at well-known restaurants on Samui Island. They also liked to buy raw food from people in the community to cook their food; 2) Factors on food identity, food quality, attitude, and convenience affected the intention to consume local food at the highest level; 3) Personal factors on ages and incomes were different with a statistical significance of 0.05; and 4) Factors on food quality, attitude, convenience, and food identity were correlated with the intention to consume local food with a statistical significance of 0.05.
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