Abstract

The purpose of this research is to obtain a deeper understanding about purchase intention of herb for consumption and actual physiological wellbeing towards Thai traditional medicine in Chanthaburi, Thailand. This research used Simple Linear Regression and Multiple Linear Regression. The independent variables of the study consist of attitude, health consciousness, perceived value, herb knowledge, herb safety concern, perceived consumer effectiveness, and purchase intention of herb for consumption. The dependent variables include purchase intention of herb for consumption and actual physiological wellbeing. The questionnaire was spread out via online There were 385 respondents, collecting adopting convenience sampling and snowball sampling. The findings of this study showed that five out of six of the independent variables significantly affect purchase intention of herb for consumption, which are perceived consumer effectiveness, herb knowledge, attitude, health consciousness, and herb safety concern, excluding perceived value. Moreover, purchase intention of herb for consumption significantly influence actual physiological wellbeing. There are some limitations in this research such as limitations of online survey, target respondents, time and there is few research about Thai traditional medicine that study on purchase intention of herb for consumption. The research is about the important variables that influence purchase intention of herb for consumption and actual physiological wellbeing.