An investigation of the antecedents of purchase intention in Thailand’s mixed vegetable smoothies market

In the current growing health and wellness global market, Thailand is one of the countries to embrace this trend. People generally take care not only of their physical strength but also of their intake to their body. These consumers are browsing and purchasing what is best for them, and the healthy drink market,specifically mixed-vegetable smoothies, is one of the highest attention-gaining. Several stakeholders and players are interested in this opportunity market to attract more customers to purchase their products and obtain higher revenue. Consequently, this study conducts the antecedents of mixed-vegetable smoothies in the Thailand market. Besides, it covers brand credibility as a moderator. The main purpose of this research is to discover what are the main drivers of purchase intention in this market. The findings are that attitude, perceived behavioural control, and perceived quality have correlated significantly with purchase intention. The attitude among all predictors has the strongest influence on the purchase intention. While subjective norms and eWOM have no effect towards the intention. The brand credibility also has a reduction impact on the attitude and purchase intention; whereas, it has no alternation to the perceived quality and purchase intention. This situation implies that the stakeholders should improve and increase the positive perspective of the customers towards product dimensions such as benefits, quality perceptions, awards, assurances, and availability to increase the buying chance.