ปัจจัยที่ส่งผลต่อความตั้งใจการผลิตข้าวสาลีของเกษตรกร ในพื้นที่อำเภอสะเมิง จังหวัดเชียงใหม่

Phattarateera  Inplub; Rapee  Dokmaithes; Jirattinart  Thungngern; Sippawit  Punyatuy

doi:10.14456/jare-mju.2026.38

Authors

Phattarateera Inplub Agriculture and Community Management, Faculty of Agriculture at Kamphaeng Saen, Kasetsart University Nakhon Pathom https://orcid.org/0009-0006-0207-8874
Rapee Dokmaithes Agriculture and Community Management, Faculty of Agriculture at Kamphaeng Saen, Kasetsart University Nakhon Pathom
Jirattinart Thungngern Agriculture and Community Management, Faculty of Agriculture at Kamphaeng Saen, Kasetsart University Nakhon Pathom
Sippawit Punyatuy Samoeng Rice Research Center, Chiang Mai

DOI:

https://doi.org/10.14456/jare-mju.2026.38

Keywords:

wheat production, wheat production intention, attitude, subjective norm , perceived behavioral control

Abstract

This research aimed to study wheat production intention and analyze the factors influencing such intention among farmers in Samoeng district, Chiang Mai, by applying the Theory of Planned Behavior (TPB). The population consisted of 80 farmers registered for wheat cultivation with the Samoeng Rice Research Center during the 2024/2025 season. Data were collected using a 5-point Likert scale questionnaire with a reliability coefficient of 0.94. Statistical analysis included descriptive statistics and multiple regression analysis. The results showed that the overall intention of farmers toward wheat production was at a high level ( $สมการ$ =4.12). Considering individual factors, attitude toward the behavior had the highest mean at the highest level ( $สมการ$ =4.21), followed by perceived behavioral control ( $สมการ$ =4.11) and subjective norm ( $สมการ$ = 4.04), respectively. The multiple regression analysis indicated that all three factors significantly predicted wheat production intention, accounting for 69.7% of the variance ( $สมการ$ =0.697) at a 0.01 significance level. Perceived behavioral control was the most influential factor ( $สมการ$ =0.659), followed by attitude toward the behavior ( $สมการ$ =0.323) and subjective norm ( $สมการ$ =0.240). The findings suggest that relevant agencies should enhance farmers' confidence in resources and technology while developing clear market mechanisms and guaranteed prices to ensure production sustainability.

References

Ajzen, I. 1991. The theory of planned behavior. Organizational Behavior and Human Decision Processes 50(2): 179–211.

Chaiyanont, P., W. Watanarawee, P. Boonyarasai and K. Rattanasimakul. 2025. The influence of communication on enhancing the predictive power of the Theory of Planned Behavior (TPB): suggestions for application to business management. Journal of Management Science Pibulsongkram Rajabhat University 7(2): 69–86. [in Thai]

Daophakhanan, N. and T. Wimoonard. 2024. Factors influencing consumers’ acceptance of novel food in the category of cultured meat. Journal of Humanities and Social Sciences Mahasarakham University 43(6): 1041–1057. [in Thai]

Khumhome, B. and S. Rattanawan. 2023. The effect of perceived workload on burnout of an asset management company employees generation Y and Z: compensation as a moderating variable. Journal of Management Science, Ubon Ratchathani University 12(2): 22–34. [in Thai]

Maliwan, N. and T. Thangngoen. 2024. Factors influencing farmers’ intention to grow post-rice crops in the upper northern region of Thailand. Journal of Agricultural Research and Extension 41(1): 12–25. [in Thai]

Office of Agricultural Economics. 2025. Wheat import statistics. Retrieved from https://oae.go.th [in Thai]

Phonman, R. and M. Kajitnatitham. 2024. From Likert-type scale to Likert-like scale. Journal of Social Sciences in Measurement Evaluation Statistics and Research 5(1): 1–15. [in Thai]

Piriyapatrakij, A. and N. Suramongkol. 2019. Factors influencing research engagement at Thailand Institute of Scientific and Technological Research. ARU Research Journal Humanities and Social Sciences 6(1): 9–16. [in Thai]

Punyatuy, S., J. Ancheta, P. Inplub, N. Insalud and T. Kaeomuangmoon. 2025. Spatial analysis of suitable area for wheat production in the upper northern region, Thailand. Journal of Agricultural Science and Management 8(1): 36–50. [in Thai]

Punyatuy, S., S. Chaiwongsar and N. Insalud. 2023. Effects of planting dates on growth, yield components and yield of promising temperate cereal lines. Khon Kaen Agriculture Journal 51(3): 452–468. [in Thai]

Punyatuy, S., S. Kaewkosaba, N. Boonmee, P. Inplub, S. Chaiwongsar and N. Insalud. 2022. The comparative study of wheat production process in Chiang Mai and Mae Hong Son province. Journal of Science and Technology Kasetsart University 11(1): 1–16. [in Thai]

Worasittanon, T. 2024. Factors influencing the intention to use and actual use of smart home devices. Journal of Information Systems in Business 10(2-3): 70–92. [in Thai]