Factors Affecting the Eating of Phuket Local Foods for Young People in Phuket

Abstract

This research examines factors influencing the consumption of Phuket local food among youth in Phuket Province. The study focuses on personal factors, attitudes and perceived value toward local food, the marketing mix, eating behavior, comparisons of personal factors with eating behavior, and variables affecting overall consumption. A quantitative method was used, and data were collected through questionnaires from 400 youths aged 14–25, selected by multi-stage random sampling. Statistical tools included frequency, percentage, mean, standard deviation, t-test, one-way ANOVA, and multiple regression analysis.

The findings show that most respondents were male (68.7%), aged 17–19 years (52.25%), and studying at the vocational certificate level (49.25%). Attitudes toward Phuket local food were at a high level ( = 4.44), and perceived value was similarly high ( = 4.43). The marketing mix was also rated highly across product, price, place, and promotion. Eating behavior indicated that youth frequently chose their preferred Phuket dishes ( = 4.26).

The comparison of personal factors revealed differences in eating behavior across gender, age, and education level. Additionally, attitudes, perceived value, and the marketing mix had a positive and statistically significant effect on Phuket local food consumption among youth at the 0.05 level.