A survey of 354 athletes in Thailand extended the Theory of Reasoned Action with Self-Determination Theory constructs. Structural modelling indicated direct effects of subjective norms and self-enhancement on energy-bar purchase intention, while the proposed indirect pathways through attitude and intrinsic motivation were not statistically supported.
Key findings
- Subjective norms directly predicted purchase intention. • Self-enhancement motivation was an important direct influence. • Proposed mediation through attitude and intrinsic motivation was unsupported.
Why this matters globally
The study adds emerging-market evidence on sports-nutrition purchasing and suggests that coaches, peers, and identity cues may matter more than general attitudes. Marketing implications should still avoid health claims that exceed product evidence.
Thai researcher contribution
Khon Kaen University researchers collected data directly from Thai athletes, providing locally grounded evidence on social and motivational drivers in Thailand’s sports-food market.
Limitations to consider
Purposive and snowball recruitment produced a non-probability sample. Cross-sectional self-reports capture purchase intention rather than observed purchases and do not establish causality.