1 AIT Asian Institute of Technology

Analysis of consumers' intention and behavior towards organic food products in Chiang Mai Province, Thailand

AuthorChanankan Khanthong
Call NumberAIT Thesis no.AB-17-05
Subject(s)Consumer behavior--Thailand--Chiang Mai
Natural foods--Thailand--Chiang Mai
Natural foods--Purchasing
NoteA thesis submitted in partial fulfillment of the requirements for the degree of Master of AgriBusiness Management
PublisherAsian Institute of Technology
AbstractThe purpose of this research was to investigate the purchasing behaviors of consumers, factors affecting their intentions towards buying the organic food products and to propose some relevant policy guidelines to enhance the consumption of organic food products in Thailand. The study was conducted by surveying the data to the consumers in Chiang Mai Province, Thailand. The sample comprised of 543 households who lived in Chiang Mai. The data collected from questionnaires were analyzed by descriptive statistics (frequency, percentage, mean, and standard deviation) and inferential statistics (Chi-square and Multiple regression). The main finding of the research was that there was a significant relationship between family monthly income level and purchasing behavior of consumers such as frequency of purchasing, the amount of spending money per time, factors of purchasing more often, and reasons for not purchasing. Moreover, the most important factors which effected to consumers’ intention to purchase organic food products of low and middle income level groups were subjective norm while the important factor of a high income level group was perceived behavioral control. A provide comprehensive information about organic food products through extension workers and other various marketing channels as well as providing the platform for producers, entrepreneurs, and consumers of organic products.
Year2017
TypeThesis
SchoolSchool of Environment, Resources, and Development
DepartmentDepartment of Food, Agriculture and Natural Resources (Former title: Department of Food Agriculture, and BioResources (DFAB))
Academic Program/FoSAgribusiness Management (AB)
Chairperson(s)Anal, Anil Kumar
Examination Committee(s)Kuwornu, John K.M.;Loc, Thai Nguyen
Scholarship Donor(s)Royal Thai Government Fellowship
DegreeThesis (M. Am.) - Asian Institute of Technology, 2017


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