THE LIFESTYLE, PERCEIVED VALUE, INNOVATION MANAGEMENT, SOCIAL CONTEXT, AND PURCHASE INTENTION AFFECTING THE CONSUMER LOYALTY OF PLANT-BASED PROTEIN FOOD PRODUCTS AMONG VEGETARIAN CONSUMERS IN BANGKOK AND ITS VICINITY

Abstract The importance lies in understanding how lifestyle choices, perceived value, innovative management practices, social influences, and purchase intention impact the perceived quality of plant-based protein food products among vegetarian consumers in Bangkok and its vicinity areas. This study aims to: 1. To investigate the variables, lifestyle patterns, innovation management in plant-based protein foods, perceived value, social contexts, purchase intention, and consumer loyalty of plant-based protein food products among vegetarian consumers in Bangkok and its vicinity. 2. The influence of variables, lifestyle patterns, innovation management in plant-based protein foods, perceived value, social contexts, purchase intention that affect the consumer loyalty of plant-based protein food products among vegetarian consumers in Bangkok and its vicinity. This research was qualitative research methods, with a sample of 400 Thai vegetarian individuals and 20 plant-based food industry experts. The research findings indicate that lifestyle, consumer perceived value, social context, innovation management for plant-based food, purchase intention of plant-based food, and loyalty among Thai vegetarian consumers are all high. These factors significantly influence loyalty toward plant-based food, as demonstrated by the developed 2L2ISV Model. Qualitative data suggests that assuring the value of plant-based foods is crucial for cultivating loyalty among consumers, with strategies focusing on nutritional benefits and environmental advantages. These findings can inform government policies to support food entrepreneurs and promote consumer loyalty to plant-based foods.