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This study used exploratory factor analysis (EFA) to evaluate Thai consumers’ attitudes toward plant-based protein. The sample included 400 people from Bangkok, Thailand. Data were gathered through an online questionnaire. Statistical analysis consisted of percentage calculations and EFA utilizing principal component analysis with orthogonal rotation by the Varimax method. In the EFA analysis, 11 components were identified, with a Kaiser-Meyer-Olkin (KMO) value of 0.838 and a Bartlett’s test of sphericity yielding a chi-square value of 636.95. The Cronbach’s alpha coefficient was determined to be 0.838. These components were categorized into plant-based protein benefits and plant-based protein consumption factors, explaining a cumulative variance of 50.398%. The results of the research add to our understanding of consumer attitudes and may be utilized to give suitable information to encourage positive attitudes toward plant protein consumption. It also helps the food sector by giving information on products which correspond to customer attitudes and providing plant-based protein.

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An Exploratory Factor Analysis of Thai Consumers’ Attitudes Toward Plant-Based Protein

  • 会议论文

  • 发表日期：

    2025年

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  • Supatchalee Sirichokworrakit,
  • Nuntaporn Aukkanit,
  • Shutchapol Chopvitayakun,
  • Jaruwan Chutrtong,
  • Chanyapat Sangsuwan,
  • Kunyanuth Kularbphettong

摘要

This study used exploratory factor analysis (EFA) to evaluate Thai consumers’ attitudes toward plant-based protein. The sample included 400 people from Bangkok, Thailand. Data were gathered through an online questionnaire. Statistical analysis consisted of percentage calculations and EFA utilizing principal component analysis with orthogonal rotation by the Varimax method. In the EFA analysis, 11 components were identified, with a Kaiser-Meyer-Olkin (KMO) value of 0.838 and a Bartlett’s test of sphericity yielding a chi-square value of 636.95. The Cronbach’s alpha coefficient was determined to be 0.838. These components were categorized into plant-based protein benefits and plant-based protein consumption factors, explaining a cumulative variance of 50.398%. The results of the research add to our understanding of consumer attitudes and may be utilized to give suitable information to encourage positive attitudes toward plant protein consumption. It also helps the food sector by giving information on products which correspond to customer attitudes and providing plant-based protein.