Factors Affecting Clean Food Purchase Behavior of the Population In the area Pattaya Municipality, Chonburi province

  • Norrapat Satansatit Rajabhat Rajanagarindra University
  • จรรยา วังนิยม อาจารย์ประจำสาขาวิชาการจัดการธุรกิจการค้าสมัยใหม่ คณะวิทยาการจัดการ มหาวิทยาลัยราชภัฏราชนครินทร์
  • สุพาพร ลอยวัฒนากุล อาจารย์ประจำสาขาวิชาการจัดการธุรกิจการค้าสมัยใหม่ คณะวิทยาการจัดการ มหาวิทยาลัยราชภัฏราชนครินทร์
Keywords: Marketing Mix, Clean Food, Purchasing behavior, Consumer behavior


The study of factors causing the behaviors of consuming healthy food (Clean Food) of people in the Pattaya Municipality, Chonburi province. There were 400 samples who used to consume healthy food and were living in that area. The statistics were used as percentage, frequency, mean, standard deviation and chi-square test.

            The results of research found that the majority of single 265 female respondents aged between 18-39 years old, with height between 161-170 centimeters, with weight between 51-60 kilograms working as employees of a private company with monthly income around 10,001 - 30,000 baht and with a bachelor’s degree. The results show that most of them used to buy healthy food (Clean Food) for themselves with the instant package approximately 1-4 times per month which mostly it was for one meal with the price of 100 baht. In addition, they bought from the local market and the main purpose was for themselves such as to reduce the weight, also they would keep continuously buying.       

In terms of marketing mix, the products with the five food groups, with reasonable prices, with the convenience to buy, with the marketing promoting were the most important factors. All in all, the results showed that the factors of demography and consuming behaviors significantly influenced on healthy food purchasing at a level of 0.05 and the factors of marketing mix significantly influenced on healthy food purchasing at a level of 0.05.


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