FACTORS INFLUENCING THE ADOPTION OF HOME-DELIVERED HEALTHY MEAL SERVICES: A STUDY ON FOOD SAFETY CONCERNS, HEALTH CONSCIOUSNESS, COOKING SKILLS, AND PERCEIVED TIME CONSTRAINTS
Keywords:
Home-Delivered Healthy Meal Services, Food Safety Concerns, Health Consciousness, Cooking Skills, Perceived Time ConstraintsAbstract
This study investigates the factors influencing urban consumers’ intention to use Home-Delivered Healthy Meal Services (HDHMS) by employing the Theory of Planned Behavior (TPB) as the conceptual framework. The independent variables examined include food safety concerns, health consciousness, cooking skills, and perceived time constraints. A quantitative research design was applied, using a structured questionnaire administered to 400 urban adults aged 22-45 years in Bangkok, who regularly use food delivery services. Participants were selected through convenience sampling, and data were analyzed using multiple regression analysis.
The results indicate that health consciousness (β = 0.510, p < 0.001), cooking skills (β = 0.199, p = 0.001), and perceived time constraints (β = 0.189, p = 0.001) significantly influence the intention to use HDHMS, while food safety concerns show no significant effect. The regression model explained 76.1% of the variance (R² = 0.761) in the intention to use HDHMS. These findings highlight the importance of health awareness, limited cooking proficiency, and time pressure as critical behavioral drivers shaping consumers’ adoption of HDHMS. This research contributes to the existing literature by extending TPB with context-specific variables. It also offers strategic implications for businesses, suggesting that providers should emphasize health-conscious marketing messages and time-saving service features, particularly targeting urban professionals with busy lifestyles. Overall, the findings underscore the growing trend toward health-conscious and convenience-oriented food choices and reflect the evolving priorities of modern urban consumers.
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