Factors Affecting Pesticide Free Agricultural Product Purchase of Consumers through Online Market

Abstract

The objectives of this research were 1) to study personal factors, socio-economic factors, purchase behavior of consumers. 2) to study marketing factors affecting of purchasing pesticide free agricultural product of consumers through Online Market and 3) to study the relationship between personal factors, socio-economic factors, purchase behavior of consumers with marketing factors affecting of purchasing pesticide free agricultural product of consumers through Online Market. The samples consisted of 353 consumers who were member or purchasing agricultural product on website GetKaset and Lemon King fanpage. The data were collected by online questionnaire. Statistic to analyze data included frequency, percentage, mean, standard deviation and chi-square to test hypotheses. Research findings showed that most of the samples were female with an average age of 33.02 year, graduated in bachelor degree. Majority of sampled people was private employee and 2-3 years of purchasing experience. The income was 15,000-30,000 baht per month. The exposure to information on agricultural products from new media and purchasing agricultural product for your convenience. Purchasing agricultural product price between 501-1,000 baths per month. Frequency of purchasing agricultural product between 1-3 times per month, the samples were usually bought fruit, payment by bank transfer. The problems were the quality of product and consumers not really sure about purchasing agricultural product again. The consumers had the attach importance to overall marketing factor at the high level, the most important are product and price. Findings from the hypothesis testing showed that age income and purchasing motives dependability had the relationship with overall marketing factor of purchasing pesticide free agricultural product through online market of consumers, at 0.01, 0.05 level of significance.