Attitudes and Factors Influencing the Purchase Intention of Nutrient-Enriched Edible Gel Beads

<ns3:p>Background With rising health awareness and achieving SDGs on improve nutrition for all at all ages, consumers are increasingly seeking functional foods that offer nutritional benefits beyond basic sustenance. Edible gel beads enriched with nutrients represent an innovative option in the functional food market. However, limited research exists on consumer attitudes and the factors driving their purchase intention for such products. Objective This study aims to explore consumer attitudes and identify the key factors that influence the purchase intention of nutrient-enriched edible gel beads. Methodology A quantitative research approach was employed using a questionnaire distributed to 256 participants. This research was approved by the Human Research Ethics Review Committee, Multi-Institutional Group No.1, Chulalongkorn University COA No.165/67, Belmont Report 1979, Declaration of Helsinki 2013, Council for International organization of Medical Sciences (CIOM) 2016. The survey measured variables such as product knowledge, health consciousness, perceived benefits, price sensitivity, and attitude toward the product. Data were analyzed to identify significant predictors of purchase intention. Result The study confirms that Thai consumers’ purchase intentions for nutrient-enriched edible gel beads are strongly influenced by perceived health benefits, trust in health claims, and product attributes such as taste and labeling. Demographic factors like gender and education also play a role. These insights underscore opportunities for product innovation and targeted marketing, while highlighting the need for clearer labeling and broader consumer education to support informed health choices. Unique Contribution This research contributes to the emerging body of knowledge on functional food products by highlighting the specific psychological and economic factors that shape consumer behavior toward innovative health-oriented foods in the Thai context.</ns3:p>