Buying Behaviors and Attitudes toward Organic Rice of Government Officers in Mueang Khon Kaen District, Khon Kaen Province

Abstract

     The objective of this study was to explain organic rice buying behaviors and attitudes of government officers in Khon Kaen city, Muang district, Khon Kaen province. There were 400 samples sampling by haphazard sampling technique from 4 offices including 1) Khon Kaen Municipality 2) Khon Kaen Provincial Administration Office 3) Khon Kaen Wittayayon School and 4) Kaennakorn Wittayalai School. The data were collected by using questionnaires.  Attitude toward organic rice of consumers with different characteristics including sex, age, educational levels, and income were compared by using t-test. The results show that only 40% of respondents purchased organic rice. Most respondents (85%) indicated that concerns about health were the main reason to buy organic rice. In general, respondents had positive attitudes toward organic rice. However, the higher price of organic rice compared with conventional rice, few marketing channels for the products and less overall promotion appear to be the main constraints for buying organic rice amongst the respondents. Comparison among respondents’ characteristics and attitude toward organic rice indicate that consumers’ age and income significantly impact the decision about organic rice purchase. Key recommendations for organic rice marketing include increasing organic rice promotion by using different methods to educate consumers about the production process, and indicating why organic rice is comparatively so expensive, and increasing selling channels for organic rice.