Influencing contents on customer decision making for buying online organic rice in Chiang Mai Province

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Thirarat Rattanawisutamon
Piyawan Siriprasertsil


The objective of this study was to study on influencing content that meet the requirement of organic rice consumer to make a decision on buying organic rice. The study was conducted by using a mixed method. Starting with qualitative research, collected data via in-depth interview with 5 organic rice entrepreneurs in Chiang Mai by purposive sampling technique. Content analysis was used to extract organic rice-related content that entrepreneur presented to consumers via packaging labels and Public relations in various forms in online channels. The triangulation technique was used for data verification.  The quantitative research collected data via online questionnaire from 400 samples by stratified random sampling and convenience selection techniques. The statistic program was used to analyzed frequency, percentage for descriptive statistics, and ANOVA for hypothesis testing.  The results found that most of entrepreneurs concerned to present the contents on 1) their identification 2) their organic standard verification and 3) the product details while customers concern the contents about the organic standard verification and the standard operation procedures for food safety and hygiene. Comparing the results found that the relevant contents of standard operation procedures for food safety and hygiene did not present to customers.


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