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:	Khongtong, Jatuporn
Format:	Thesis
Language:	English
Published:	2016
Subjects:	Consumer behavior Street food - Thailand
Online Access:	http://psasir.upm.edu.my/id/eprint/69422/1/FSTM%202016%205%20-%20IR.pdf
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id	my-upm-ir.69422
record_format	uketd_dc
spelling	my-upm-ir.694222019-07-10T00:50:21Z Factors affecting consumers’ decision making process in Purchasing safe street food in Nakhon Si Thammarat Province, Thailand 2016-02 Khongtong, Jatuporn 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. Consumer behavior Street food - Thailand 2016-02 Thesis http://psasir.upm.edu.my/id/eprint/69422/ http://psasir.upm.edu.my/id/eprint/69422/1/FSTM%202016%205%20-%20IR.pdf text en public doctoral Universiti Putra Malaysia Consumer behavior Street food - Thailand
institution	Universiti Putra Malaysia
collection	PSAS Institutional Repository
language	English
topic	Consumer behavior Street food - Thailand
spellingShingle	Consumer behavior Street food - Thailand Khongtong, Jatuporn Factors affecting consumers’ decision making process in Purchasing safe street food in Nakhon Si Thammarat Province, Thailand
description	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.
format	Thesis
qualification_level	Doctorate
author	Khongtong, Jatuporn
author_facet	Khongtong, Jatuporn
author_sort	Khongtong, Jatuporn
title	Factors affecting consumers’ decision making process in Purchasing safe street food in Nakhon Si Thammarat Province, Thailand
title_short	Factors affecting consumers’ decision making process in Purchasing safe street food in Nakhon Si Thammarat Province, Thailand
title_full	Factors affecting consumers’ decision making process in Purchasing safe street food in Nakhon Si Thammarat Province, Thailand
title_fullStr	Factors affecting consumers’ decision making process in Purchasing safe street food in Nakhon Si Thammarat Province, Thailand
title_full_unstemmed	Factors affecting consumers’ decision making process in Purchasing safe street food in Nakhon Si Thammarat Province, Thailand
title_sort	factors affecting consumers’ decision making process in purchasing safe street food in nakhon si thammarat province, thailand
granting_institution	Universiti Putra Malaysia
publishDate	2016
url	http://psasir.upm.edu.my/id/eprint/69422/1/FSTM%202016%205%20-%20IR.pdf
_version_	1747812695313219584

Factors affecting consumers’ decision making process in Purchasing safe street food in Nakhon Si Thammarat Province, Thailand

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