Factors Affecting Consumer’s Purchasing Behavior To Functional Foods

Abstract

This thesis looks at what variables people use to decide whether or not to purchase functional foods, as well as what that means for the functional food sector. The demographics of the target audience are first investigated, including the distribution of gender, age groups, occupations, socioeconomic position, geographical backgrounds, and principal household shoppers. This information gives context for understanding the functional food market in the studied area. Everyone now has increased health worries once the epidemic has passed. Meeting the demands of customers and influencing their purchasing behavior is a tremendous opportunity for any company or organization involved in the functional food market. The participants in this study, who might be from anywhere in the world and were currently residing and working in Ho Chi Minh City, were surveyed using a Google Form with 43 questions and 216 replies. PLS-SEM, which analyzes the data using the Smart-PLS approach, is the form that is employed so that the outcomes may be assessed precisely.