Factors affecting consumers’ decision making process in Purchasing safe street food in Nakhon Si Thammarat Province, Thailand
Nakhon Si Thammarat (NST) province is one of the cities in Thailand that offers various types of street foods. However, the number of street vendors that the food was certified safe is very low, and there are many consumers who still purchase street food because of their lifestyle. As a result, t...
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| Main Author: | |
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| Format: | Thesis |
| Language: | English |
| Published: |
2016
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| Online Access: | http://psasir.upm.edu.my/id/eprint/69422/1/FSTM%202016%205%20-%20IR.pdf http://psasir.upm.edu.my/id/eprint/69422/ |
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| Summary: | Nakhon Si Thammarat (NST) province is one of the cities in Thailand that offers
various types of street foods. However, the number of street vendors that the food was
certified safe is very low, and there are many consumers who still purchase street food
because of their lifestyle. As a result, the consumers may get effect from food risk.
Therefore, this research aims to evaluate the significant factors that influence
consumers’ decision-making process on safe street food purchasing.
The objectives of this research are to identify the individual factor that influences their
decision making process, to examine the effects of each variables on each level of
consumers’ decision making process, and to evaluate the effectiveness of food safety
certification on consumers’ purchasing. Quantitative method was used to examine the
influence of various factors on decision making process based on the decision making
model of Engel-Miniard-Blackwel (EMB) as well as the Utility Function Theory.
Structural Equation Model (SEM) results showed all factors affected the variables in
consumers’ decision-making process; the consumers’ motivation (MOTI) affected
every stage of the process, the consumers’ food safety knowledge (KNOW) affected
the consumers’ need recognition in purchasing safe street food (NEED) and the
consumers’ pre-purchase evaluation (PREP) and the consumers’ convenience foodpurchasing
lifestyle (LIFE) affected only consumers’ safe food purchasing (PURC). In
addition, the variable of the decision making in one stage also affected each variable in
the next stage, such as, NEED→PREP, and PREP→PURC. Furthermore, the
consumers’ attitude towards food safety certification (CERT) could not moderate
PREP→PURC.
This study can be utilized by the authorities in order to understand the significant
factors when developing strategies that may encourage consumers to purchase safe
street food, including effective procedures to promote the food safety certificate. Future study can examine what other factors that might influence consumers’ safe street food
purchasing. |
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