Factors which Influence Thai consumers’ perception on benefits of Cannabis contained products

Abstract

The objectives of this research were: 1) to study cognitive factors in various dimensions; 2) to study the structural relationship between the factors of cannabis healthy food choices and perceived food benefits for Thai consumers in choosing healthy food from cannabis, and 3) to prioritize consumer perception factors affecting cannabis-based healthy food choices using an Importance-performance map analysis (IPMA). The subjects used in the study were 300 working-age consumers aged 20 and over living in Thailand who had consumed cannabis-based healthy foods since 2022. The study tool was an online questionnaire. Statistics used in data analysis were percentage, mean, and standard deviation. Structural Model Assessment and Partial Least Square Structural Equation Model: PLS-SEM were used to analyze and find relationships between variables using the SMART-PLS package.

            The study found that most of the respondents were female, aged between 20-30 years old. Most of them had bachelor's degree education, worked as private employees, and earned more than 45,000 baht per month. From the results, it was found that 1) the respondents had positive opinions on social, emotional, value, and taste, respectively, and no positive opinions on safety on perceived benefits of food. 2) From the results of the structural equation analysis of consumer choice on the perceived benefits of cannabis healthy food, it was found that the social aspect had the second highest effect on the perceived benefits of cannabis healthy food. comes in terms of emotion, value, taste, and safety, respectively. 3) the priority of the factor of perceived benefit from the method IPMA results indicated that respondents value social aspects the most, followed by emotion, value, taste, and safety, respectively.