This research applied the Awareness-Motivation-Capability (AMC) perspective to investigate the moderating effects of health consciousness, price sensitivity, ethical concerns, and status symbol on the relationship between customers’ perceived nutritional value of edible bird’s nest and their purchase intention in Thailand. Research results based on a sample of 310 potential customers collected from every part of Thailand showed that perceived nutritional value yields a positive effect on customers’ the purchase intention. More importantly, health consciousness exerts a positively moderating effect while, on the one hand, revealed a positive impact to the purchase intention and, price sensitivity plays a negatively moderating role. Moreover, instead of acting as a moderator, status symbol produces a direct effect on purchase intention.
This study advances the consumer behavior research by applying the AMC perspective to identify critical mechanisms through which customers’ perceived functional value of a product impacts their purchase decision.

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