Bamrungphong Phongphanich

Type of the article: Research Article

Abstract
Functional food plays an essential role in enhancing strong health and preventing the risk of diverse infectious diseases. This study examines the determinants influencing consumers’ functional food purchase intention in the Southern region of Thailand. The Theory of Reasoned Action (TRA) is employed as a research model. The survey is conducted using a quantitative method, while 420 consumers’ responses are obtained employing questionnaire at convenience and department stores from February to March 2025. The target sample comprised consumers in three provinces with large economies, including Phuket, Songkhla, and Surat Thani, who knew about functional food and were interested in purchasing it. Structural Equation Modeling (SEM) is used to analyze the research hypotheses. The results indicate that product innovation adoption (β = 0.528, p < 0.001) and influencers (β = 0.518, p < 0.001) have a significant positive influence on purchase intention. On the other hand, brand trust (β = –0.094, p = 0.316) and health consciousness (β = –0.046, p = 0.456) demonstrate insignificant negative impacts on purchase intention. Influencers (β = 0.505, p < 0.001) and health consciousness (β = 0.392, p < 0.001) have a significant positive effect on product innovation adoption. Moreover, influencers (β = 0.266, p < 0.001) and health consciousness (β = 0.207, p < 0.001) positively influence purchase intention indirectly through significant product innovation adoption. The findings will be beneficial and provide managerial implications for manufactures, marketers and state agencies to conduct relevant strategies, which can increase consumers’ functional food purchase intention efficiently.