A Study of Factors and Intentions of Craft Beer Consumption among Generation X and Generation Y in Thailand: An Extension of the Theory of Planned Behavior with Concepts of Self-identity and Desire for unique consumer products.
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Abstract
This research aimed to investigate the factors influencing craft beer consumption intention among Generation X and Generation Y in Thailand, extending the Theory of Planned Behavior with concepts of identity and the need for unique products. The study employed purposive sampling, collecting data from 500 consumers of Generation X and Generation Y in Thailand, born between 1965 and 1996. Data were collected via a Google Forms questionnaire, and descriptive statistical techniques were utilized for data analysis.
The results showed that the majority of the sample were female (57.80%), aged between 31 and 35 years old (22.80%), with a bachelor's degree or equivalent (83.60%), employed in the private sector (50.40%), having a monthly income of 30,001 - 45,000 baht (41.40%), and residing in the central region of Thailand (63.40%). The investigation into factors and intentions influencing craft beer consumption among Thai Generation X and Y consumers, extending the Theory of Planned Behavior to incorporate the concepts of Self-identity and Desire for unique consumer products, revealed that respondents exhibited a high level of agreement regarding Attitude, Subjective norms, Perceived behavioral control, Self-identity, Desire for unique consumer products, and intention to consume craft beer (mean = 3.89, 3.83, 3.96, 3.63, 3.84, and 3.78, respectively). These results provide valuable insights for businesses to enhance and innovate their craft beer offerings to align with consumer preferences.
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