Factors influencing consumers intention to purchase Philippine tablea (cacao mass) product in CARAGA region

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ID: 286727
2024
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Abstract
Chocolates, chocolate powder, and tablea are the most popular products made from cacao, a high-value crop (Medenilla, 2022). Seven cacao products are offered for sale in the Philippines to domestic and foreign markets. These include tablea, cocoa nibs, cocoa butter, cocoa powder, and wet, dried, and dried fermented beans (DA-BAR, 2022). This study sought to test the factors influencing Filipino millennials' intention to purchase Philippine Tablea (cacao mass) products in the Caraga region (Region XIII) as the test location. The theory of planned behavior is extended to include health consciousness and product knowledge as antecedents of attitude, perceived product price, and perceived product quality as additional determinants. Participants in this study are pure online respondents. A total of 540 participants (n=540) (66% females, 34% males) aged 28 to 43 years old participated in the study. The scales were found to have good internal consistency, reliability, and validity. Cronbach's values ranged from 0.79 to 0.96. Results showed that health consciousness and product knowledge significantly influence Filipino millennials' attitudes. Attitude, subjective norms, perceived behavioral control, perceived product price, and perceived product quality are significant factors influencing Filipino millennials' intention to purchase Philippine Tablea (cacao mass) products. Therefore, it is recommended that this study's findings serve as a basis for developing marketing communications and other marketing strategies for Philippine tablea entrepreneurs and processors.
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Authors Ampo, Cardian Benigno P.
Journal Malay Journal
Year 2024
DOI
DOI not found
URL
https://animorepository.dlsu.edu.ph/etdm_market/108
Keywords Keywords not found

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