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Teerasak Charoennapharat

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Open access Sep 2026

From Perception to Purchase Intention: Understanding Kombucha Consumption Through a Mediated–Moderated Behavioral Framework with Consumer and Entrepreneurial Insights

This study aims to investigate the factors influencing kombucha purchase intention among online consumers in Northern Thailand by addressing the “perception–execution gap” between consumer preferences and entrepreneurial logistics and green supply chain practices in the rapidly growing functional beverage market in Sou...

Teerasak Charoennapharat, W. Wannamakok · 0 citations

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