Thai Generation Y/Millennial Consumer Health and Wellness: An Antioxidant Beverage SEM Analysis

• Main Authors: Bundechanan, Niphon, Fongsuwan, Wanno
• Format: text
• Published: Animo Repository 2017
• Subjects: brand attitude; brand equity; health and wellness; integrated marketing communications; purchase intention
• Online Access: https://animorepository.dlsu.edu.ph/apssr/vol16/iss3/7; https://animorepository.dlsu.edu.ph/context/apssr/article/1097/viewcontent/6_20RA_Bundechanan_20032017.pdf
• Institution: De La Salle University

The health and wellness food and beverage market is projected to grow to $US1.1 trillion by 2019 with 1.8 billion technology enabled, health conscious Gen Y/Millennial consumers leading the way. This study investigates new ways of evaluating purchase intention using integrated marketing communicatio...