Factors Affecting Consumers’ Purchasing Decisions of Almond Protein Noodles in Bangkok

Abstract

This research article aimed to (1) study the behavior, knowledge, and attitudes of consumers toward the decision to purchase almond protein noodles in Bangkok and (2) study the factors influencing consumers' decision to purchase almond protein noodles in Bangkok. This research was a quantitative study using questionnaires as a data collection tool from a sample of 300 people who had purchased or consumed healthy alternative noodle products within the past year. Data were analyzed using descriptive statistics and logistic regression analysis. The results showed that (1) most consumers were female, aged between 25–34 years, had a bachelor's degree, were private sector employees, and had an average monthly income between 15,001–30,000 baht. Their overall health behavior was at a frequent level, with consumers prioritizing the selection of nutritious food and following health information through online media. They had a good level of knowledge about almond protein noodles and had a positive attitude towards the product, viewing it as a healthy and worthwhile food to consume. (2) The results of the logit model analysis showed that the level of knowledge, attitude, and health behavior of consumers had a statistically significant influence on the decision to purchase almond protein noodles at the 0.01 level, while gender, age, occupation, and income did not show a significant influence. The model achieved a prediction accuracy of 74.7%. The study results indicate that purchasing decisions for healthy food products in urban areas are more influenced by behavioral factors, including knowledge, attitudes, and health behaviors, than by demographic factors. This aligns with the Knowledge–Attitude–Practice Model (KAP), which explains that positive knowledge and attitudes can effectively lead to positive consumption behaviors towards healthy products.