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

1. Introduction

Malnutrition caused by imbalanced dietary intake due to deficiencies or excesses of nutrients remains a persistent global health concern. One emerging contributor to this issue is the rising consumption of sugar-sweetened beverages, including bubble/boba tea, which has become increasingly popular among younger Southeast Asian generations. Despite its widespread appeal, bubble or boba tea is often regarded as typically high in calories and added sugars while lacking essential nutrients such as protein, dietary fiber, and vitamins.

Regular consumption of such nutrient-poor, energy-dense beverages has been associated with an increased risk of chronic non-communicable diseases, including obesity, diabetes, hypertension, and cardiovascular disease. The excessive sugar content in these beverages often surpasses the recommended daily intake, contributing to nutritional imbalances and undernutrition, particularly among frequent consumers.

As the bubble tea market expands rapidly, there is often a growing need to develop healthier product alternatives that respond to health challenges and consumer demand. This study, therefore, aims to examine consumer attitudes and identify key factors influencing the purchase of Nutrient-Enriched Edible Gel Beads. The findings will inform the selection of functional ingredients and guide the development of a nutrient-enriched prototype that aligns with modern health and wellness trends.

2. Literature review

Consumer purchase intentions toward functional foods are shaped by a combination of demographic characteristics, health-related motivations, and product-specific attributes. Understanding these factors is essential for guiding the development of innovative, health-oriented products such as nutrient-enriched edible gel beads.

2.3 Product attributes and health claims

Functional foods that offer sensory appeal and clearly communicated health benefits tend to attract greater consumer interest. Hellyer⁸ noted that claims such as “high in fiber” or “immune-boosting” significantly enhance perceived value. Customizable options—such as the ability to choose added nutrients—are increasingly appealing,⁹ especially when addressing specific health goals like weight control or skin care.⁸ In the Thai context, Phaisuwat¹⁰ emphasized that the practicality of use, such as portability and ease of consumption, is particularly valued among elderly consumers.

Overall, prior research highlights a multidimensional decision-making process shaped by demographic traits, health motivations, lifestyle behaviors, and product-specific features. However, limited research has focused on consumer preferences for customizable, nutrient-enriched gel beads—particularly in the Thai market. This study addresses that gap by examining how these factors influence the purchase intention of health-oriented gel bead products. Consequently, the overall hypotheses & conceptual framework are shown in Figure 1.

Figure 1. Conceptual framework.

3. Methodology

This study investigated consumer attitudes and behaviors and the factors influencing the purchase decision of nutrient-enriched gel beads to enhance respondent understanding. It also examined the consumption behaviour of consumers who currently consume traditional tapioca pearls in bubble tea.

Factors influencing consumer behavior were reviewed from the literature and included:

Demographic factors: gender, age, marital status, education level, occupation, and average monthly income

Health-related factors: existing health issues and interest in health claims

Purchase intention factors: product format, characteristics, price, and place of purchase

The finalized questionnaire was divided into three main sections:

The survey targeted residents in Bangkok aged 20 years and above. The appropriate sample size was calculated using the G*Power program,¹¹ which recommended 190 participants, with an additional 2% (n = 4) added to account for potential non-responses, bringing the minimum target sample to 194. However, to ensure greater diversity and data robustness, a total of 256 valid responses were ultimately collected and analyzed.

Quota sampling was employed by predefining target characteristics and proportions of the target group. The questionnaire including informed consent statement was distributed online via the Line application, with dissemination through acquaintances, including master’s and doctoral students, colleagues, and family members. The eligibility criteria required respondents to be aged 20 years and above. No exclusion criteria were set to ensure diversity in attitudes. Data were collected through Google Forms. All participants were informed consent in the questionnaires.

Hypotheses were tested using the Pearson Chi-Square statistical method to examine the factors influencing the purchase decision of health-enhanced pearls.

4. Results

A total of 256 target consumers were surveyed using a structured questionnaire consisting of three parts: (1) demographic information, (2) consumption behavior, and (3) attitudes and preferences toward purchasing health-oriented pearl products. The findings are presented and referred to Table 1 as follows:

General information of respondents

Among the 256 respondents, the majority were female (67%), followed by male (30%), and those who preferred not to specify their gender (3%). The most represented age groups were 26–35 years (28%) and 36–45 years (25%). Most respondents lived in households of four members (34%).

Regarding education, most held a bachelor’s degree (52%), followed by postgraduate degrees (41%). The predominant occupation was private company employee (48%), while the most common income range was 10,001–30,000 THB per month (31%), followed by 50,001–100,000 THB (21%).

Regarding health conditions, 35% of respondents reported having health issues. The most common were allergies (46%), followed by high blood pressure (14%), obesity (11%), and diabetes (11%).

5. Discussion

This chapter interprets the findings from the survey of 256 Bangkok-based consumers, linking them with existing research on functional food preferences and health-driven behavior.

The findings of this study reveal meaningful insights into consumer attitudes and behaviours regarding the purchase of nutrient-enriched edible gel beads. These results align with previous literature that emphasizes the influence of demographic, behavioral, and product-related factors on health food consumption.

This study suggests that perceived health benefits and belief in product efficacy are important in consumer interest. The high level of interest in health claims such as “low sugar,” “high antioxidants,” and “high fibre” observed among respondents reflects a strong health-oriented mindset, particularly among those with existing health conditions. This supports Herath³ and Siró,¹² who suggested that individuals with health concerns are more willing to engage in preventive consumption behaviors.

The study also indicates demographic patterns that align with Niva² and Thiranusornkij.⁴ For instance, gender was significantly associated with preference for collagen-enriched pearls, a finding that mirrors earlier research showing women are more likely to prioritize long-term health benefits. Similarly, education level correlated with preference for high-protein products, suggesting that nutritional awareness plays a role in shaping consumer preferences, as echoed in the literature.

Regarding consumption behavior, the results support Bruschi⁶ and Ares,⁹ noting that convenience and accessibility remain important purchasing factors. Despite high interest in nutrient-enriched edible gel bead, over half of the respondents reported difficulty accessing such products. This gap between interest and availability reinforces the need for broader distribution and clearer communication of product benefits.

Furthermore, the study reflects regional consumer behavior trends noted in prior Thai-based research. For example, the influence of chronic health conditions on purchasing decisions, as observed in this study, corresponds with Phaisuwat,¹⁰ who emphasized that elderly consumers are guided by practical considerations such as product portability, convenience, and familiarity with functional ingredients.

Overall, the present findings validate the multidimensional model of health food consumption, which integrates individual (health status, demographic traits), behavioral (shopping frequency, expenditure), and product-level (functional benefits, sensory appeal) determinants.

6. Conclusion

This study contributes to a growing body of knowledge on health food consumer behavior by exploring the attitudes and factors influencing Thai consumers’ purchase of nutrient-enriched gel bead products. The results confirm that interest in health claims and functional ingredients is often regarded as high, especially for features such as low sugar, high antioxidants, fibre, and collagen. Demographic variables such as gender and education were shown to influence these preferences, consistent with prior literature.

Consumer purchasing intentions were driven by perceived health benefits, disease prevention, and trust in health claims—echoing key themes identified in existing studies. Moreover, product-related factors such as taste, ease of access, and nutritional labeling significantly affected purchasing decisions.

These findings highlight opportunities for product developers to create targeted, health-enhancing innovations that address consumer health concerns and preferences. They also suggest improved market accessibility, clearer labeling, and education campaigns to support informed health choices.

7. Limitations and future research

This study provides valuable insights into consumer attitudes and purchasing behaviours toward nutrient-enriched edible Gel Beads, yet several limitations should be acknowledged. First, the data were collected using an online questionnaire with a quota sampling method limited to respondents residing in Bangkok. As a result, the findings may not fully represent consumer behavior in other regions of Thailand, particularly in rural areas or provinces with differing cultural and economic profiles.

Second, the study relied on self-reported data, which are inherently subject to biases such as social desirability and recall inaccuracies. For example, respondents may overstate their health consciousness or underestimate their consumption of sugar-sweetened beverages.

Third, while this research identified statistical associations between demographic variables and interest in health claims, it did not employ more advanced inferential techniques (e.g., regression or structural equation modelling) to examine causal relationships or interaction effects among variables.

Future research should consider expanding the sample size and scope to include participants from multiple geographic regions and socioeconomic backgrounds across Thailand or other Southeast Asian countries. Additionally, qualitative methods such as focus group discussions or in-depth interviews could provide richer insights into consumer motivations, emotional responses, and perceived barriers to adopting functional food products.

Moreover, experimental studies or product testing trials could explore consumer behavior in response to different formulations, labeling strategies, or health claims. These findings would be particularly beneficial for guiding the development and marketing of health-oriented pearl products tailored to diverse consumer segments.

Institutional review board statement

This study was performed in line with the principles of the Declaration of Helsinki. Approval was granted by The Research Ethics Review Committee for Research Involving Human Subjects: Health Sciences Group, at Chulalongkorn University (19 July 2024,COA No.165/67).

Informed consent statement

Informed consent was obtained from all subjects involved in the study.