Green food has been introduced into the market for several years. Nevertheless, most Thai consumers do not commonly purchase green food in their daily routine. This research article aims to identify the market segments and significant factors affecting green food purchase intention in Thailand based on the theory of planned behavior. It employed a sample of 458 green food consumers in five regions of Thailand. Based on the Food-Related Lifestyle model, we used cluster analysis to classify the market segments. Additionally, we employed a multi-group structural equation modeling technique to explore and compare customers’ behaviors in different segments. The results demonstrated two primary market segments for green food products, including (1) non-green consumers and (2) green consumers. The findings indicate that green consumers’ self-realization related to environmental issues positively affects their attitude and purchase intention, while non-green consumers reveal none of these relationships. Surprisingly, social norms related to green food consumption influence non-green consumers’ attitudes toward green food more than it does toward green consumers. This research paper enlarges the understanding of Thailand’s green food market regarding the market segments (non-green and green consumers). Furthermore, it points out implications on how marketing practitioners may penetrate those segments.

Food waste represents an economic, environmental, and social threat, which makes it an important subject of investigation. Food waste behavior has a crucial effect on everyone’s food security, food safety, economic growth, and the environment; hence, it requires further analysis. The article’s objective is to study the food waste reduction behavior of individual consumers and to examine factors which can explain the intention to reduce food waste. The study’s conceptual foundation is the Theory of Planned Behavior (TPB), which aims to explain the relationship between an individual’s attitudes, subjective norms, and perceived behavioral control. The paper extends the TPB by including new factors such as environmental concern, perceived ascription of responsibility, marketing addiction, moral norm, and waste preventing behavior. The data were collected via quota sampling and examined using the structural equation modeling (SEM). The study employed a sample of 369 people in Thailand. The results show that waste preventing behavior, attitude, and perceived behavioral control significantly impact the intention to reduce food waste. The subjective norm and environmental concern positively affects the attitude, which subsequently impacts the intention to reduce food waste. Marketing addiction negatively impacts perceived behavioral control and, hence, increases food waste. This research paper enlarges the understanding of the intention to minimize food waste. Moreover, it points out the implications on how consumers and the government may improve the desire to decrease food waste.

Thailand has a problem with fruit and vegetable waste because consumers have a negative attitude towards fruit and vegetables with imperfect shapes; however, those imperfections have no impact on nutritional quality. Young adults are most aware of the problem of food waste. Here, we study factors influencing consumer’ intention to adopt an e-commerce platform that commercializes imperfect vegetables (ugly veggies). In all, 390 respondents from four provinces of Thailand were enrolled in the study. Cluster analysis, structural equation modeling, and multigroup moderation analysis approaches were used. The main conceptual framework was adapted from the unified theory of acceptance and the use of technology. Respondents were classified into low, moderate, and high health-conscious segments. We found that performance expectancy positively influences the behavioral intention of highly health-conscious consumers. For consumers in the moderate health-consciousness segment, effort expectancy and social influence positively affect behavioral intention. None of the hypothesized factors influence the low health-consciousness segment’s behavioral intention. This paper expands the understanding of consumer’ attitudes toward accepting an imperfect vegetable e-commerce platform. Additionally, the research can guide platform development and marketing efforts.

Introduction: This quantitative research investigates the determinants of behavioral intentions to use mobile banking in the post-COVID-19 era. The study extends the Unified Theory of Acceptance and Use of Technology (UTAUT) framework by incorporating two key characteristics of AI, i.e. perceived intelligence and perceived anthropomorphism.Methods: It uses the UTAUT as a theoretical framework, and extends it by integrating core features of AI. Data has been collected from 412 respondents in Thailand, and structural equation modeling has been employed for the data analysis.Results: The findings reveal significant positive effects of performance expectancy, effort expectancy, social influence, facilitating conditions, trust, perceived privacy, perceived intelligence and anthropomorphism of AI on users’ behavioral intentions to use mobile banking. Price value, habits, and perceived security do not significantly influence behavioral intentions. The results highlight the transformative potential of AI technology in the mobile banking industry as consumers’ behaviors are greatly influenced by perceived intelligence and anthropomorphism.Discussion: The positive impact of perceived intelligence and anthropomorphism indicates that consumers value advanced, human-like interactions with AI. M-banking platforms may focus on developing AI systems that offer intuitive, intelligent, and emotionally engaging experiences. Financial institutions may invest in AI that can analyze user data to offer personalized financial advice, predict future needs, and automate routine tasks effectively.