Motivation for Consumption and Factors Influencing Customer Satisfaction towards the Sustainable Food Purchase

摘要

Today, there are extremely increasing number of those whose sickness is caused by food consumption, together with the unsafe from pesticide and chemical contamination in food raw materials. In addition, global warming from farming and ranching is also the main reason for people to consume more of sustainable food. Sustainable food shop, therefore, becomes the alternative for this group of consumers to conveniently and confidently select whatever products that they want. However, the research involving this issue is still scarce; this research; therefore, was conducted in order to discover the consumers‘ motivation towards the sustainable food purchase, to investigate the important factors the consumers expect to receive and their satisfaction levels towards those factors under the sustainable food purchase. Finally, the results are to become the suggestions for the government‘s policy development and the entrepreneurs‘ business strategies.Data obtained from the in-depth interviews with the sustainable-food-shop owners and the survey in 400 sustainable food consumers was analyzed qualitatively and quantitatively using Factor Analysis, ANOVA, and Chi-square. The information regarding the sample‘s age range and monthly income seems to be lower than those found in previous research conducted abroad. While motivation for having good health is still number one and congruent with the previous research, environmental motivation becomes increasingly important for sustainable food purchase in this group.Even though the consumers expected most for the place or store factor, followed by the service process and personnel factor, their satisfaction levels regarding the first two factors still have room to be more developed.Policy makers can use the outcomes from this research as the guidelines for developing policy to promote both production and consumption sectors while business entrepreneurs can apply the results in developing the better marketing strategies, store, and the service quality.