| Author | Nelson, Jane |
| Call Number | AIT Thesis no.AE-91-62 |
| Subject(s) | Vegetables--Thailand--Bangkok--Marketing
|
| Note | A thesis submitted in partial fulfillment of the requirements
for the degree of Master of Science |
| Publisher | Asian Institute of Technology |
| Abstract | This study investigates, analyses and describes the existence of penetrated and potential
markets for pesticide-free vegetables in Bangkok using the Market Systems Research approach.
Key informant interviews were used to collect information on the current marketing system for
pesticide-free vegetables from producers, wholesalers, retailers and Department of Agriculture
officials. A structured consumer survey of vegetable consumers in Bangkok was used to collect
personal and household data, information on vegetable and pesticide-free vegetable buying
behavior and consumer concerns with pesticide use on vegetables.
The results indicate a high degree of awareness and a negative perception of pesticides
among vegetable consumers in Bangkok. The penetrated market for pesticide-free vegetables can
be categorized as well-educated, young and middle-aged women from middle and upper-income
groups. They are willing to compromise on the quality and type of vegetables they purchase, to
travel to locations other than where they usually purchase vegetables, and to pay a premium over
the price of other available vegetables, in order to purchase pesticide-free vegetables. The potential
market can be categorized in the same way as the penetrated market but includes more younger and
fewer well-educated consumers. The results also indicate relatively little concern by consumers
about the presence of pesticide residues on vegetables labeled as pesticide-free. |
| Year | 1991 |
| Type | Thesis |
| School | School of Environment, Resources, and Development (SERD) |
| Department | Department of Food, Agriculture and Natural Resources (Former title: Department of Food Agriculture, and BioResources (DFAB)) |
| Academic Program/FoS | Agricultural and Food Engineering (AE) |
| Chairperson(s) | Gartner, J.A. |
| Examination Committee(s) | Suthad Setboonsarng;Swierczek, F.W. |
| Degree | Thesis (M.Sc.) - Asian Institute of Technology, 1991 |