Consumers’ intentions to purchase organic agricultural products in Khon Kaen, Thailand
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พ.ค. 18, 2021
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The adoption of organic agricultural products is highly determined by the market demand in Thailand. The market mainstream of organic agricultural products is found in the supermarket and fresh markets. The aim of this paper was to investigate the factors, which affect the consumers’ intentions to purchase agricultural products. The data was collected from 400 consumers and was conducted in supermarkets and fresh markets where organic produce or safe food produce is available in Khon Kaen Province in Northeastern Thailand.The Chi-square test and the Structural Equation Modeling approach have been used to analyze the factors affecting the intention to purchase organic agricultural products.The results indicated that gender, level of education and level of income had all affected consumer behaviors.The main motives to purchase organic agricultural products were found to be health and environmental consciousness. Moreover, the results indicated that positive attitudes toward organic agriculture had increased the consumers’ intention to purchase. Subjective norms and perceived behavior control had affected the consumers’ intentions to purchase organic agricultural products. The findings provided evidence regarding the consumers’ underlying motivations and intentions to purchase organic agricultural products with the goal of evaluating the future marketing implementation of organic production for Khon Kaen farmers.
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References
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Voon, P. J., S.K. Ngui, and A. Agrawal. 2011. Determinants of Willingness to purchase organic food: an exploratory study using structural equation modeling. International Food and Agribusiness Management Review. 14: 103-120.
Wier, M., K.O.D. Jensen, L.M. Andersen, and K. Millock. 2008. The character of demand in mature organic markets: Great Britain and Denmark compared. Food Policy. 33: 406-421.
Zanoli, R., D. Gambelli, and D. Vairo. 2012. Scenario of the organic food market in Europe. Food Policy. 37: 41-57.
Zepeda, L., H.S. Chang, and C. Leviten. 2006. Organic food demand: A focus group study involving Caucasian and African American shoppers. Agriculture and Human Values. 23: 385-394.
Ahmad, S. N. B., and N. Juhdi. 2010. Organic food: A study on demographic characteristics and factors influencing purchase intentions among consumers in Klang Valley, Malaysia. International Journal of Business and Management. 5(2): 105-118.
Ajzen, I. 1991. Theory of planned behavior. Organizational Behavior and Human Decision Processes. 50: 179-211.
Arvola, A., M. Vassallo, M. Dean, P. Lampila, A. Saba, L. Lahteenmaki, and R. Shepherd. 2008. Predicting intention to purchase organic food: The role of affective and moral attitudes in the Theory of Planned Behaviour. Appetite. 50: 443-454.
Aygen, F.G. 2012. Attitudes and behavior of Turkish consumers with respect to organic foods. International Journal of Business and Social Science. 3(18): 262-273.
Bravo, C. P., A. Cordts, B. Schulze, and A. Spiller. 2013. Assessing determinants of organic food consumption using data from the German National Nutrition Survey II. Food Quality and Preference. 28: 60-70.
Carmines, E. G., and J. P. McIver. 1981. Analyzing models with unobserved variables G. W. B. In Bohrnstedt, E.F. [Eds.] (Ed.) Social measurement: Current issues.
Chen, M. F. 2007. Consumer attitudes and purchase intentions in relation to organic foods in Taiwan: Moderating effects of food-related personality traits. Food Quality and Preference. 18: 1008-1021.
Chouichom, S., and M. Yamao. 2010. Comparing opinions and attitudes of organic and non-organic farmers towards organic rice farming system in north-eastern Thailand. Journal of Organic Systems. 5(1): 25-35.
Engel, W. 2008. Determinants of consumer willingness to pay for organic food in South Africa. University of Pretoria, Pretoria.
Iacobucci, D. 2010. Structural equation modeling: Fit indices, sample size, and advanced topics. Journal of consumer Psychology. 20: 90-98.
Kouy, S., P. Sangkumchaliang, and S. Aditto. 2016. Consumers’ attitude and intention to purchase organic foods in Cambodia. International Journal of Business. 21(4): 328-341.
Kouy, S., P. Sangkumchaliang, and S. Aditto. 2016. Organic food market trend and consumers’ profile in Phnom Penh city, Cambodia. Khon Kaen Agricultural Journal. 44(2): 343-350.
Lea, E., and T. Worsley. 2005. Australians' organic food beliefs, demographics and values. British Food Journal. 107(11): 855-869.
Lockie, S., K. Lyons, G. Lawrence, and J. Grice. 2004. Choosing organics: a path analysis of factors underlying the selection of organic food among Australian consumers. Appetite. 43: 135-146.
Magistris, T., and A. Gracia. 2008. The decision to buy organic food products in Southern Italy. British Food Journal. 110 (9): 929-947.
Molla-Bauza, M. B., L.M.C. Martinez, A.M. Poveda, and M. R. Perez. 2005. Determination of the surplus that consumers are willing to pay for an organic wine. Spanish Journal of Agricultural Research. 3(1): 43-51.
Mondal, S., T. Haitook, A. Promkhambut, A.M.A. Faisal, and M. E. A. Pramanik. 2014. Constraints of organic vegetable production in northeast Thailand. Khon Kaen Agricultural Journal. 42(1): 387-394.
Pornpratansombat, P., B. Bauer, and H. Boland. 2011. The adoption of organic rice farming northeastern Thailand. Journal of Organic Systems. 6(3): 4-12.
Radman, M. 2005. Consumer consumption and perception of organic products in Croatia. British Food Journal. 107(4): 263-273.
Ratanasatien, P., U. Ketunuti, and A. Tantichodok. 2005. Positioning of biopesticides in Thailand. Paper presented at the 6th Pacific Rim Conference on the Biotechnology of Bacillus thuringiensis and its Environment Impact, Victoria BC.
Rattanasuteerakul, K., and G. B. Thapa. 2012. Status and financial performance of organic vegetable farming in northeast Thailand. Land Use Policy. 29: 456-463.
Robles, R. R., L. Vannini, T. Puente, and J. F. Revuelta. 2005. Consumer attitudes behind organic food perception: A illustration in a Spanish area. Paper presented at the Future of Rural Europe in the Global Agri-Food System, Copenhagen, Denmark.
Roddy, G., C.A. Cowan, and H. George. 1996. Consumer attitudes and behavior to organic foods in Ireland. Journal of International Consumer Marketing. 9(2): 41-63.
Roitner-Schobesberger, B., I. Darnhofer, S. Somsook, and C. R. Vogl. 2008. Consumer perceptions of organic food in Bangkok, Thailand. Food Policy. 33: 112-121.
Sangkumchaliang, P., and W. C. Huang. 2012. Consumers’ perceptions and attitudes of organic food products in northern of Thailand. International Food and Agribusiness Management Review. 15(1): 87-102.
Tarkiainen, A. and S. Sundqvist. 2005. Subjective norms, attitudes and intentions of Finish consumers in buying organic food. British Food Journal. 107(11): 808-822.
Thapinta, A., and P. F. Hudak. 1998. Pesticide use and residual occurrence in Thailand. Environmental Monitoring and Assessment. 60: 103-114.
Tsakiridou, E., C. Boutsouki, Y. Zotos, and K. Mattas. 2008. Attitudes and behavior towards organic products: an exploratory study. International Journal of Retail & Distribution Management. 36 (2): 158-175.
Ueasangkomsate, P. and S. Santiteerakul. 2016. A study of consumers’ attitudes and intention to buy organic foods for sustainability. Procedia Environmental Sciences. 34: 423-430.
Voon, P. J., S.K. Ngui, and A. Agrawal. 2011. Determinants of Willingness to purchase organic food: an exploratory study using structural equation modeling. International Food and Agribusiness Management Review. 14: 103-120.
Wier, M., K.O.D. Jensen, L.M. Andersen, and K. Millock. 2008. The character of demand in mature organic markets: Great Britain and Denmark compared. Food Policy. 33: 406-421.
Zanoli, R., D. Gambelli, and D. Vairo. 2012. Scenario of the organic food market in Europe. Food Policy. 37: 41-57.
Zepeda, L., H.S. Chang, and C. Leviten. 2006. Organic food demand: A focus group study involving Caucasian and African American shoppers. Agriculture and Human Values. 23: 385-394.