Opinions on Organic Agriculture of Consumers in Sampran Model

Abstract

This research was conducted to study 1) basic demographic characteristics of consumers 2) media channel for receiving organic agriculture information 3) the perception on organic agriculture 4) the opinion towards organic agriculture and 5) the relationship between basic demographic characteristics, perception on organic agriculture with opinion towards organic agriculture. Data were collected from 385 consumers in Sampran Model by using questionnaire. The data were analyzed and presented through frequency, percentage, arithmetic mean, minimum score, maximum score, and correlation. The results revealed that 1) most of consumers were females (70.1%), average age was 43.87 years, highest education level was bachelor’s degree (54.8%). major occupation was employee (33.2%) and minor occupation was farmer (15.6%), average income was 28,917.32 Baht/month, extra income was 1,977.66 Baht/month, average total income was 30,894.99 Baht/month. They were interested in organic products (53.8%). 2) They received the organic agriculture information from media via the internet (60.5%). 3) They perceived the organic agriculture (90.1%) and no perception (9.9%). 4) Opinion towards organic agriculture were at the high favorable level (mean 2.51) on the aspects of health (mean 2.52), ecology (mean 2.55), fairness (mean 2.46) and care (mean 2.51). 5) Sex, age, minor occupation and perception on organic agriculture related to opinion towards organic agriculture of consumers in Sampran Model at 0.05 level of significance.