Demand for the Consumption of Plant-based Alternative Protein Products among Residents in Hat Yai District, Songkhla Province

Abstract

     This research aimed to study: (1) personal, economic, and social factors; (2) consumption behaviors; (3) perceived benefits; and (4) marketing mix (4Ps) requirements, as well as to (5) compare factors influencing the demand for plant-based protein consumption among the population in Hat Yai district, Songkhla province. The sample consisted of 400 residents selected through accidental sampling. Data were collected using a questionnaire and analyzed using frequency, percentage, mean, standard deviation, t-test, One-way ANOVA (F-test), and Least Significant Difference (LSD) for post-hoc pairwise comparisons. The results indicated that the majority of respondents were female (71.3%), aged 29 years or younger (38.0%), held a bachelor’s degree (45.8%), and were employed in private companies (22.0%). Regarding consumption behavior, most plant-based protein consumers preferred alternative milk products for weight control, while non-consumers reported that preference for the taste of real meat was the main barrier to adoption. Perceived benefits of consuming plant-based protein were rated at a high level, particularly in the economic and social dimensions (Mean = 0.86). Regarding marketing mix requirements, price was the most important factor (Mean = 4.78), with respondents indicating a preference for prices to be comparable to or lower than conventional meat, followed by product attributes (Mean = 4.67), particularly taste and safety standards. Hypothesis testing revealed that differences in personal factors, consumption behaviors, and perceived benefits significantly affected the demand for plant-based protein products at the 0.05 and 0.01 levels of statistical significance.