Influential Factors on Clean Food Purchasing Decisions: A Case Study of Consumers in the Lower Northeastern Region of Thailand

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Abstract
This study examines the determinants influencing clean food purchasing decisions among consumers in the lower northeastern region of Thailand. It addresses the significant research gap in understanding the interplay between product attributes, cultural background, and healthy eating behaviors. Using the Theory of Planned Behavior, this study employs a questionnaire survey with 392 valid responses, analyzed through structural equation modeling. Results indicate that both product attributes and cultural background significantly impact healthy eating behaviors, which, in turn, mediate their effects on clean food purchasing decisions. Specifically, healthy eating behaviors were found to partially mediate the relationship between product attributes and purchasing decisions, as well as between cultural background and purchasing decisions. The findings underscore the importance of promoting product attributes and cultural awareness to enhance healthy eating behaviors, thereby encouraging clean food purchases. This research provides valuable insights for policymakers and marketers aiming to foster healthier eating habits through targeted interventions and culturally sensitive marketing strategies.

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