ปัจจัยที่ส่งผลต่อความตั้งใจบริโภคอาหารวีแกนของกลุ่มคนวัยทำงานในกรุงเทพมหานคร

The purposes of this research study were to study the level of opinion in terms of attitude towards behavior, aspects of conforming to the reference group, perceived ability to control behavior and the intention to consume vegan food among working-age adults in Bangkok. and to study factors affecting the intention to consume vegan food among working-age adults in Bangkok. Using quantitative research, which collected data from a group of 400 working people in various areas of Bangkok. The results of the study found that the working-age adults were strongly agree on the behavioral attitude factor. Conformity to the reference group, perceived behavioral control and intention to consume vegan food and also found that the factors of attitude towards behavior conformity to the reference group and perceived behavioral control affects the intention to consume vegan food among working- age adults in Bangkok with a statistical significance at the 0.05 level. And the factor that had the greatest effect on the intention to consume vegan food among working-age adults in Bangkok was the attitude factor towards behavior, followed by the factor of perception of behavioral control and factors of conformity to the reference group with the statistically significant at the 0.05 level.

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