CONSUMER PURCHASE INTENTION ON HEALTH FOOD IN TAIWAN

Abstract

Nowadays, people are getting more health conscious and paying more attention on healthy diet than ever before. As a result, more healthy food products are now available in the market and it had driven the healthy food industry to grow at an exponential rate. This particular study aims to explore the factors that influence the consumers' purchase intention of healthy food. The fundamental underlying theory for consumer purchase intention with regards to the research topic would be Theory of Planned Behavior (TPB), which focuses on explaining how consumers’ purchase intention is influenced by external environmental factors. With that, it is identified that the independent variables (IVs) in this research would be Brand Awareness, Perceived Quality and Perceived Price and the dependent variable (DV) is Consumer Purchasing Intention. Apart from that, the research methodology of this study would be designed using correlation design and adopting the quantitative framework. In another word, the methodology involves data collection through a survey and analyzed by SPSS to measure the relationship between the variables of the research. Finally, this thesis concludes the research results and provides some reasonable suggestions to health food marketing in the last section of the research paper.