Abstract

This research aimed to examine the determinants of consumer engagement and acceptance of premium beef in Nakhon Ratchasima, Thailand, focusing on perceptual factors including brand reputation, product quality, and production origin. A quantitative research approach was employed using an online questionnaire. The sample consisted of 400 consumers who had purchased or consumed premium beef products in the province. Data were analyzed using descriptive statistics (frequency, percentage, mean, and standard deviation) and inferential statistics, including Analysis of Variance (ANOVA) and Multiple Regression Analysis. The results revealed that consumers demonstrated high levels of perception, acceptance, and engagement across all factors.

Perception of production origin received the highest mean score, followed by brand reputation and quality. Regression analysis indicated that perceptions of quality and production origin had a statistically significant positive influence on consumer acceptance, with quality being the strongest predictor. Additionally, brand reputation, quality, and production origin all significantly influenced consumer engagement, with quality again exerting the greatest effect. The findings suggest that emphasizing product quality and transparent production origin is essential for enhancing consumer acceptance and engagement. These insights provide valuable implications for entrepreneurs, farmers, and policymakers in strengthening Thailand’s premium beef industry.