Factors Related to Purchasing Decision towards Pesticide Free Agricultural Products of Consumers, Golden Place Shop, Kasetsart University Branch

Abstract

The objectives of this research were to study 1) demographic factors, 2) knowledge of pesticide
free agricultural products, 3) behavior on purchasing products, 4) media exposure towards pesticide free
agricultural products, 5) purchasing decision towards pesticide free agricultural products of consumers,
6) find relationship between demographic factors, knowledge of pesticide free agricultural products,
behavior on purchasing products, media exposure towards purchasing decision. Data were collected by
using questionnaire. Samples were 385 consumers who purchased pesticide free agricultural products at
Golden Place Shop, Kasetsart University Branch. Statistical analyse were frequency, percentage, mean,
standard deviation, minimum, maximum and Chi-square.

The research revealed that consumers were female with an average age of 34.71 years old, attained
bachelor’s degree or equivalent, income 17,001-25,000 Baht/month. Overall knowledge about pesticide
free agricultural products of the consumers were at the high level. Most consumers purchased vegetable
of 1 – 3 pieces, 1 – 3 types, and purchased once a week. Most consumers exposed media about pesticide
free agricultural products from mass media such as internet/televisions, personal media from acquaintance,
and specialized media from poster. Purchasing decision towards pesticide free agricultural products of
consumers with the average total was at the high level. The testing of hypotheses indicated that demographic
factors, knowledge of pesticide free agricultural products, behavior on purchasing products and media
exposure towards pesticide free agricultural products were related to purchasing decision towards pesticide
free agricultural products of consumers at 0.05, 0.01 level of significance.