This study identified factors that influence regular soft drink consumption among 260 Thai people, aged less than 20 years until more than 50 years, Participants completed a group-administered Theory of Planned Behavior-based on questionnaire. The result reported that 90% of participants have experienced in drinking soft drink frequently, and almost 80% of participants consumed soft drink around 1lite-4lites per month. Attitude, subjective norm and perceived behavior control had statistically significant positive association with intention. In other words, the results confirm that purchase intention is directly affected by attitude, subjective norm and perceived behavior control. The strongest predictor was subjective norm, followed by perceived behavior control and attitude.
Our result suggests that health is a powerful motivator for adding value to soft drinks in developed markets. Since in these markets there is not a lot of opportunity for new soft drinks volume, the search will be for more profitable niches that will take volume from existing products. In the search for these niches, products with innovative health appeal take on added importance in an effort to drive profitability.

This study identified factors that influence regular soft drink consumption among 260 Thai people, aged less than 20 years until more than 50 years, Participants completed a group-administered Theory of Planned Behavior-based on questionnaire. The result reported that 90% of participants have experienced in drinking soft drink frequently, and almost 80% of participants consumed soft drink around 1lite-4lites per month. Attitude, subjective norm and perceived behavior control had statistically significant positive association with intention. In other words, the results confirm that purchase intention is directly affected by attitude, subjective norm and perceived behavior control. The strongest predictor was subjective norm, followed by perceived behavior control and attitude.
Our result suggests that health is a powerful motivator for adding value to soft drinks in developed markets. Since in these markets there is not a lot of opportunity for new soft drinks volume, the search will be for more profitable niches that will take volume from existing products. In the search for these niches, products with innovative health appeal take on added importance in an effort to drive profitability.

ABSTRACT ………………………………………………………………………...…...I
ACKNOWLEDGEMENTS …………………………...…………………………….….II
TABLE OF CONTENTS………………………………………………………………III
LIST OF TABLES ……………………………………………………………….……VI
LIST OF FIGURES……………………………………………………………….…..VII

CHATER ONE INTRODUCTION……………………………………………………..1
1.1 Research Background and Motivation.…………….……………………...….…1
1.2 Research Questions……...……………………………………………………….2
1.3 Purposes of Study………………………………………………………………..2
1.4 Significance of the Study………...………………………………………………2
1.5 Overview of the study……………………………………………………………3

CHAPTER TWO LITERATURE REVIEW………………………………………...…5
2.1 Definition of Soft Drink……………………...………………………5
2.1.1 Definition of Soft Drink………………………………………...5
2.1.2 Health effect of Soft Drink……………………………………6
2.2 Definition of Relevant Research Variables…………………………………..….7
2.2.1 Theory of Reasoned Action (TRA)……........…………………………...7
2.2.1.1 Attitude toward Behavior…………….……………………….....9
2.2.1.2 Subjective Norm………………………………………………...9
2.2.1.3 Behavior Intention…………………….………………………..9
2.2.1.4 Behavior…………………………………………………………9
2.2.2 Theory of Planned Behavior (TPB)…………………………………….10
2.2.2.1 Behavioral Beliefs & Attitude toward Behavior………………11
2.2.2.2 Normative Beliefs & Subjective Norm………………………...11
2.2.2.3 Control Beliefs & Perceived Behavioral Control………………11
2.2.2.4 Intention………………………………………………………...12
2.2.2.5 Behavior………………………………………………………...12
2.3 The Interrelationship among Research Constructs……………………………..13
2.3.1 The Interrelationship among Behavioral Beliefs and Attitude…..….….13
2.3.2 The Interrelationship among Normative Beliefs and Subjective Norm..13
2.3.3 The Interrelationship among Perceived behavioral control and Purchase Intention………………………………………………………………...14
2.3.3 The Interrelationship among Attitude and Performing the behavior Intention………………………………………………………………...14
2.3.4 The Interrelationship among Subjective Norm Variable and Purchase Intention…..…………………………………………………………….15
2.3.5 The interrelationship among Purchase Intention and Actual Purchase/Behavior……………………………………………………...16

CHAPTER THREE METHODOLOGY………………………………………...…....17
3.1 Research Framework……..…………………………………………………….17
3.2 Research Hypotheses …..……….....…………………………………………...19
3.3 Questionnaire Design………………………………………..............................19
3.4 Sampling Plan……………………………………………………………….….20
3.5 Construct Measurement………………….……………………………..............20 3.5.1 Theory of Reasoned Action.……………………………………………20
3.5.2 The Information of Respondents……………………………………….25
3.6 Data Analysis…………..…………………..…………………………………...26 3.6.1 Descriptive Statistics …………………………………………………..26
3.6.2 Structural Equation Model………………………………………...……26

CHAPTER FOUR DATA ANALYSIS ……………………………………................28
4.1 Data Collection……...……………………………………………………...…..28
4.2 Descriptive Analysis……………………...………………………………...…..28 4.2.1 Demographic Information of respondants…….……………….………28
4.2.2 Descriptive Analysis of Questionnaire Items…………………….…….31
4.3 Validity and Reliability Analysis…………………..…………………………..36
4.3.1 Confirmatory Factor Analysis (CFA)…………………………..……....36
4.3.1.1 Goodness of Fit Statistics……………………………………....36
4.3.1.2 Convergent Validity….…………..…….………………………37 4.3.1.3 Evaluation of Reliability.……………………...………………..38
4.4 Structural Equation Model………………………………………………...........40
4.4.1 Full Structural Equation Model………………...…………………........40
4.4.2 Analysis of the Structural Model…………………………………..…..42
4.4.3 The Result of Hypothesis Testing……………………………….……..43
4.4.4 Indirect Effect and Total Effect of Exogenous on
Endogenous Latent ……………...……….……………………………47
4.5 Summary……………………………………………………………………….48

CHAPTER FIVE CONCLUSION AND SUGGESTION………………………….....50
5.1 Research Conclusion…………………….……………………………..............50
5.2 Managerial Implications………..………………………………………….….. 51
5.3 Limitations and conclusion………………………………………………..…....52
REFERENCES……………………………………………………………………........53
APPENDIX…………………………………………………………………………….59
SURVEY QUESTIONNAIRE…………………………………………………………60

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