Intention to purchase herbal toothpaste among dental patients in Bangkok, Thailand | |
| Author | Saran Khumrat |
| Call Number | AIT Thesis no.AB-17-09 |
| Subject(s) | Dental caries--Prevention Toothpaste--Thailand Nutrition and dental health--Thailand Consumer behavior |
| Note | A thesis submitted in partial fulfillment of the requirements for the degree of Master of AgriBusiness Management |
| Publisher | Asian Institute of Technology |
| Abstract | The study attempts to investigate consumers’ intention and the factors which influence the consumer’s intention to purchase herbal toothpaste in Bangkok city, Thailand. Theory of Planned Behavior (TPB) and incorporated additional variables (oral health awareness, perceived herbal toothpaste properties, perceived packaging, perceived product price and value, and perceived brand) were developed to understand consumer’s intention to purchase herbal toothpaste. The data were collected from 457 dental patients by using convenience sampling approach and the data were analyzed by using Structural Equation Modeling (SEM) to evaluate the strength of relationship between the variables. The results have shown that perceived product properties and perceive product price and value were constructs which had a significant positive effect on attitudes. Moreover, all variables of TPB (attitude, subjective norm, perceive behavioral control) had a positive effect to intention to purchase herbal toothpaste and perceived herbal toothpaste properties was additional construct which also had an effect to purchase intention. The study has shown that not only TPB and some additional constructs can predict the intention to purchase herbal toothpaste but also can improve the predictive power of the proposed framework in determining consumer's intention to purchase herbal toothpaste. |
| Year | 2017 |
| Type | Thesis |
| School | School of Environment, Resources, and Development |
| Department | Department of Food, Agriculture and Natural Resources (Former title: Department of Food Agriculture, and BioResources (DFAB)) |
| Academic Program/FoS | Agribusiness Management (AB) |
| Chairperson(s) | Soni, Peeyush |
| Examination Committee(s) | Kuwornu, John K.M.;Salin, K.R. |
| Scholarship Donor(s) | Royal Thai Government Fellowship |
| Degree | Thesis (M. Am.) - Asian Institute of Technology, 2017 |