Behavior and Factors Influencing Consumers on Hydroponic Vegetable Consumption in Mueang District, Udon Thani Province

Abstract

This research was conducted to investigate behavior and factors influencing consumers on hydroponic vegetable consumption in Mueang District of Udon Thani Province. Four hundred consumers were selected as samples of this study. Data collection was done from September to October 2017 towards questionnaires. To analyze the data, descriptive statistics like frequency, percentage, mean, and standard deviation were used. Results revealed that most of the samples responding to the questionnaires were 20 – 30 years old females who were single undergraduate students having income less than 5,000
baht per month. Results of hydroponic vegetable consumption stated that the samples had known hydroponic vegetables from television the most. The highest frequency of consuming hydroponic vegetables was once a month. Besides, the samples preferred to buy hydroponic vegetables from a
shopping mall, and Red Oak was the most popular vegetable for their consumption. The highest quantity of their buying was less than half a kilo, and they averagely spent 30 – 50 baht to buy hydroponic vegetables per time. The most important factors influencing consumers’ behavior on hydroponic vegetable
consumption were health, prices, cleanness, and safety guarantee.