Personal and Emotional Values Embedded in Thai-Consumers’ Perceptions: Key Factors for the Sustainability of Traditional Confectionery Businesses

The confectionery market in Thailand is being overpowered by Western confectioneries. This study proposes and verifies a model of the factors that define consumer behaviour towards traditional Thai confectioneries willingness to support them. In recent years, there has been boom posting various aspects youth culture, including confectionery, on social networking services (SNS), especially Instagram. major cities, such as Bangkok, stores are built with ‘Insta-image’ mind, strengthening younger generation’s inclination confectionery. Under these circumstances, share confectioneries, which have long familiar people, declining. Based survey data collected from 400 consumers we designed analyse antecedent for consumers’ purchase intention word-of-mouth (WOM) approach repeated purchase. Structural equation modelling (SEM) was conducted dataset examine factors’ impact supportive actions. results revealed four latent factors, determining antecedents intentions, had significant resulting loyalty behaviour. Among personal feelings attachment were found greatest impact, surpassing subjective norms. To expand fan base their businesses, appealing value nostalgic long-held be an effective marketing strategy corporates. Such efforts also meaningful terms maintaining diversity food culture face increasing Westernisation decrease unique ingredients culture. Furthermore, according this analysis, strongly linked purchasing behaviour, cultivation securing loyal customers WOM recommendations important developing customer market. can activate communication among companies market, strengthen community stimulate dissemination information about expected useful valuable resource development strategies ensure sustainability sweets