Health food is one of the fast-growing industries worldwide. This research proposes to observe the determinants influencing on the repurchase intention of consumers in the health food consumption context. The key factors including perceived values (utilitarian and hedonic values), trust attitude, subjective well-being, repurchase intention were examined in this study. The empirical data were collected from 307 health food consumers in Thailand. The structural equation modeling was employed to analyze data and test the research model and hypotheses. The findings of the study addressed that perceived values and subjective well-being have a positive influence on repurchase intention. Also, trust attitude toward health food is an important factor which leads to subjective well-being. Based on the study results, the implications both academic and managerial are discussed. This research also provides the limitations and directions for further researches.

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