A Thesis submitted in partial fulfillment of the requirements for the degree of Master of Agribusiness Management in Agribusiness Management

Thesis (M. Am.) - Asian Institute of Technology, 2022

Adoption of flexitarianism, plant-based foods, and superfood has grown globally due to increased awareness of health, environmental, animal welfare, sustainability, and food security among consumers. Further, Thailand will turn into an ageing society, which will necessitate better health-related behavior. The study aimed to analyze the current market, identify the adoption, and investigate the perception, attitude, and preference among consumers in different age ranges toward a plant-based superfood diet, which has not been examined in detail to date. Primary data were gathered from 277 consumers in Pathum Thani province by face-to-face interviews and an online questionnaire survey. Descriptive statistics were used to assess perceptions, attitudes, and preferences toward the superfood diet, while inferential and regression analyses were employed to investigate factors affecting the actual and potential adoption. The probit regression revealed that consumers aged 45-69 years were more likely to have higher awareness of plant-based diets and environments than the youngest segment (18-25 years). In the attitude aspect, consumers aged 25-45 years were more likely to have a higher positive attitude toward the diet than the youngest. Consumers aged 26- 45 years and 46-69 years both were more likely to prefer purchasing superfood products at supermarkets. Surprisingly, the eldest group was more likely to purchase online than the youngest. Female consumers aged 26-45 years were more likely to prefer a trial product than the youngest counterpart. Additionally, the most senior group had a higher opinion of the complexity of this diet than the youngest. In factors affecting the adoption, consumers aged 26-45 years had lower adoption of superfoods than the youngest segment. Perception toward plant-based diets and positive impacts on environments was positively linked to adoption of superfood. The adopters who felt that superfoods adoption was more complicated today would continue adopting less than those who thought it was not that complex. The youngest group was more intent to adopt this diet in the future than other groups. Among the adopters and non adopters{u2019} positive perception and attitude were related to the intention to the adoption. Natural products and meat analog preference were related to adoption among non adopters, while only natural products for among adopters. A plant-based superfood diet is feasible in the Thai market in which product availability and price adjustment need to be concerned.