Consumption behavior and factors affecting purchase intention of goat meat of consumers in Southern Thailand

Abstract

This research aimed to study 1) goat meat consumption behavior, 2) the relationship between personal factors and consumption behavior, and 3) factors affecting purchase intention of goat meat among consumers in Southern Thailand. Using a quantitative research methodology, data were collected through questionnaires from 1,000 consumers in 14 southern provinces and were analyzed using descriptive and inferential statistics. The results showed that most consumers did not consume goat meat at every meal (56.20 %), instead, they consumed 1 kilogram per week (42.80 %), purchased it for family consumption (63 %), and used quality as the main criterion for purchase (34.90 %). The main purchase channel was community markets (55.10 %). Personal factors including age, religion, and income were significantly related to consumption behavior (p<.01). The perceived benefits and value of goat meat were positively correlated with health consciousness (r=0.492, p<.01) and were the strongest predictors of attitude (β=0.813) and purchase intention (β=0.551). Consumers agreed with quality value perception (mean 3.41) but were neutral towards emotional, price, and social values. Regarding attitudes, consumers agreed that goat meat was expensive and had no harmful effects. These findings can be applied to develop marketing and communication strategies to enhance value perception and positive attitudes towards goat meat, as well as improve the goat meat industry in Southern Thailand.