FACTORS AFFECTING HERBAL PRODUCTS USE BEHAVIOR OF PEOPLE IN SUKHOTHAI PROVINCE
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Abstract
BACKGROUND: Thailand promotes systematic and comprehensive development of herbal products that will ensure the safety, quality, and standards of international acceptance by increasing the value of exports to foreign countries, as well as encouraging people to use more herbal products.
OBJECTIVE : To examine factors affecting the herbal product use behavior of people in Sukhothai Province.
METHODS : The samples for this descriptive research were 348 people in Sukhothai Province. They were selected by using a multistage random sampling technique. In this research, the questionnaire was employed for data collection between 1 May 2020 and 30 June 2020, with a response rate of 100.00%. The independent variables studied consisted of gender, age, education, occupation, income, congenital disease, electronic device use, information acquisition, knowledge, attitude, satisfaction, marketing mix, and confidence. The dependent variable studied was the herbal product use behavior of people. The data were analyzed using descriptive statistics and multiple logistic regression analysis with forward: LR.
RESULTS : The results revealed that knowledge and trustworthiness were at a high level, and attitudes, satisfaction, and marketing mix were at a moderate level. Factors affecting the herbal products use behavior of people found that the gender variable, with females 3.769 times more likely to use the herbal product than males (OR = 3.769; 95%CI: 1.524–9.323, p= 0.004), and the congenital disease variable, with the sample with a congenital disease being 0.314 times less likely to use herbal products than the sample without a congenital disease (OR = 0.314; 95%CI: 0.123–0.797, p= 0.015). These variables can predict the herbal product use behavior of people with an accuracy of 94.27%, with a significant level of 0.05.
CONCLUSIONS AND RECOMMENDATIONS: Gender and congenital disease variables affect people's herbal product use behaviors. Therefore, the key stakeholders should promote and support people to use herbal products continuously and regularly, focusing on responding to their needs based on gender and congenital disease.
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