Integrated Marketing Communication Exposure, Attitude, Decision-Making Process and Purchasing Behavior

Purpose – The purpose of this paper is to gain more understanding of cricket food consumer behaviors and the effects of the marketing communication campaign toward purchasing. Design/Methodology/Approach – This study is based on the relationship among four variables, integrated marketing communication (IMC) exposure, consumer attitude, decision-making process, and purchasing behavior, toward cricket food products in Thailand by applying the Kotler’s Black Box Model. Questionnaires were distributed online via email and the Line chat application, and were completed by 401 Thai people, aged 18 to 65, who had either eaten or not eaten cricket food prior. Findings – This study indicates the relationship between IMC exposure and attitude toward cricket food products., the attitude and decision-making process, decision-making process and purchasing behavior, and IMC exposure and purchasing behavior. Research Implications – In management, this study implies type of consumer and how to plan marketing communication strategies for future food entrepreneurs and marketers.