The Effects of Economic Factors and Lifestyle on the Healthy Food Consumption of the Elderly in Nong Khai Municipality, Thailand

Abstract

Objective: This research aimed to study the effects of economic factors and lifestyle on the marketing mix of healthy food consumption. Theoretical framework: The analysis of the economic factors and that affected the 7Ps in terms of worthiness and purchase convenience, e.g., marketing channels, places, presentation, services, and product delivery. Method: using a structured equation model (SEM). The data were collected from 398 volunteers aged over 60 years by convenience sampling in Nong Khai Municipality, Thailand. Results and conclusion: that most volunteers were aged between 60-69 years, married, graduated from the primary education level, were housewives and pensioners, and earned 10,000 Thai Baht per month on average. Economic factors and lifestyle affected all 7Ps in the marketing mix of the healthy food consumption of the elderly in Nong Khai Municipality. The economic factors had more effects than lifestyle. Implications of the research: Entrepreneurs could use the data from this research to develop healthy products for the elderly. Furthermore, the government could utilize the data of the consumer behavior as an economic driver to motivate the needs of the elderly for health promotion, self-care, and/or for providing welfare policies to the elderly. Originality/value: This study provides an important impact on improving the alternative food development for the elderly in Nong Khai Province of Thailand.