Factors predicting frozen ready meal consumption behavior among undergraduate students in Naresuan University
Keywords:
Undergraduate students, Consumption behavior, Frozen ready mealAbstract
This cross-sectional research aimed to study frozen ready meal consumption behavior levels and identify factors predicting frozen ready meal consumption behavior among undergraduate students at Naresuan University. A stratified random sampling technique was used to recruit a sample of 410 undergraduate students. A self-administered questionnaire was used for data collection. Data were analyzed using descriptive statistics and stepwise multiple regression at a significance level of 0.05.
The results revealed that the samples had a moderate level of frozen ready meal consumption behavior ( = 3.63, S.D. = 0.65). Four factors could predict frozen ready meal consumption behaviors among undergraduate students, including social support, attitude, age, and the accessibility of frozen ready meals. All these factors accounted for 57.3% of predicting frozen ready meal consumption behavior. Therefore, relevant agencies in the study area should encourage individual social support and accurate advertising media on frozen ready meals. Additionally, they should provide the program or activities for promoting a precise attitude on frozen ready meal consumption behavior to encourage students to have proper and appropriate frozen food consumption behavior.
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