Purchase Intention and Attitude Toward Community Products in Sing Buri Province: The Role of Perceived Authenticity from Local Wisdom for Sustainable Economic Growth And Reduced Inequalities

Abstract

Objective: This comprehensive research aims to study the factors contributing to constructing a structural equation model for marketing, providing a reliable foundation for promoting consumers’ purchase intention towards community products in Sa Chaeng Subdistrict, Bang Rachan District, Sing Buri Province: The Role of Perceived Authenticity from Local Wisdom for Sustainable Economic Growth and Reduced Inequalities. Method: The study synthesizes relevant factors from a literature review, identifying key components in the structural equation model, including perceived authenticity of the product, attitudes towards the product, and the level of purchase intention. The study employs the structural equation modeling process for analysis and hypothesis testing. The study population comprises potential consumers interested in local community products and general consumers. Data was collected using a questionnaire, with a total sample size of 400 participants. Results: The study results indicate that the structural equation model aligns with empirical data (CMIN/df = 3.448, GFI = 0.955, NFI = 0.961, RFI = 0.915, IFI = 0.972, TLI = 0.958, CFI = 0.972, RMSEA = 0.078). Conclusions: Hypothesis testing reveals that the variables of perceived authenticity of community products and attitudes toward community products have a direct positive influence on the purchase intention of community products in Sa Chaeng Subdistrict, Bang Rachan District, Sing Buri Province, at a statistically significant level of 0.01.