DEVELOPMENT OF CONSUMER BEHAVIOR MODEL AND DECISION SUPPORT FRAMEWORK IN HEALTHY BEVERAGES FOR AN AGING SOCIETY.

The objectives of this research were 1) to analyze factors that influence consumer behavior on healthy beverages for an aging society and 2) to develop a consumer behavior model and decision support framework on healthy beverages for an aging society. Qualitative and quantitative approaches were used to collect data. The research tools were interview questions and questionnaires. The consultants for the in- depth interview were experts in healthcare and the beverage industry. The participants who answered the questionnaires were seniors who live in city and urban areas around Thailand. The data were analyzed using structural equation modeling. The results showed that the influential factors of consumer behavior on healthy beverages were composed of personal factors and psychological factors. Personal factors have a direct influence on psychological factors with a coefficient of 0.93 at a significance level of 0.05. Psychological factors have a coefficient to consumer behavior on healthy beverages of 0.84 at a significance level of 0.05. [ABSTRACT FROM AUTHOR]