ความสัมพันธ์ระหว่างการรับรู้กับพฤติกรรมการซื้อผลิตภัณฑ์อาหาร ที่มีสัญลักษณ์ทางเลือกสุขภาพของนักศึกษามหาวิทยาลัยเชียงใหม่
Year: 2025
Type: article
Study design: Observational Study
Abstract: This quantitative research aimed to investigate the relationship between perception, attitude, and understanding regarding the purchasing behaviors of food products bearing the Healthier Choice logo among students at Chiang Mai University. A total of 412 undergraduates, ages 18-25 years, at Chiang Mai University participated in the study. This study employed stratified random sampling and an online questionnaire. The results of this study found that 22.60% of respondents looked for this logo when purchasing food products, and 50.20% of the respondents had positive attitudes toward the label. They agree that the Healthier Choice logo helps them to choose and buy healthy food conveniently and quickly. 57.50% of respondents have experienced purchasing behavior for food products with the Healthier Choice logo. A majority of respondents (62.10%) selected the simulated beverage products that displayed the Healthier Choice logo, despite these products having higher sugar content than those without the logo. In conclusion, the perception and attitude factors were significantly related to the purchasing behavior of food products with the Healthier Choice logo (p < 0.01). Conversely, no significant relationship was found between the understanding factor and purchasing behaviors for food products with the Healthier Choice logo (p < 0.01).
Institution: Sukhothai Thammathirat Open University
Language: English
Field: Medicine
Domain: Health Sciences
SDG: Zero hunger
Open Access status: diamond
OpenAlex ID: W7220599017