A Study of Structural Equations from the Perspective of Organic Food Consumers in Surat Thani

Authors

  • Rapeepan Paochoo Faculty of Liberal Arts and Management Sciences, Prince of Songkla University Surat Thani Campus
  • Nontipak Pianroj Faculty of Liberal Arts and Management Sciences, Prince of Songkla University Surat Thani Campus
  • Naratip Ponathong Faculty of Liberal Arts and Management Sciences, Prince of Songkla University Surat Thani Campus
  • Warangrat Wongrit Faculty of Liberal Arts and Management Sciences, Prince of Songkla University Surat Thani Campus
  • Varich Rattanachai Faculty of Liberal Arts and Management Sciences, Prince of Songkla University Surat Thani Campus
  • Ananya Rob-O Faculty of Liberal Arts and Management Sciences, Prince of Songkla University Surat Thani Campus
  • Areena Tohmad Faculty of Liberal Arts and Management Sciences, Prince of Songkla University Surat Thani Campus

DOI:

https://doi.org/10.55164/ecbajournal.v17i4.275823

Keywords:

Organic Food, Purchase Decision, Marketing Mix, Attitude, PLS-SEM

Abstract

Consumers are increasingly interested in health care and food safety. Studying the factors that influence their decision to purchase organic food is crucial for gaining a deeper understanding of consumer behavior. This research aims to explore the influence of: 1) marketing mix on organic food purchasing decisions and attitudes, 2) attitudes on organic food purchasing decisions, and 3) marketing mix on organic food purchasing decisions with attitudes as a mediating variable. The study sample consists of 393 consumers who have purchased organic food within the past three months and reside in Mueang District, Surat Thani Province. Data were collected using a structured questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that both marketing mix and attitudes have a direct positive influence on organic food purchasing decisions. Additionally, attitudes act as a mediating variable, enhancing consumers' decisions to purchase organic food in Surat Thani Province. This research provides new insights, both academically and commercially, regarding consumers' decision-making when purchasing organic food. Utilizing a structural equation modeling approach and supported by Behavioral Reasoning Theory (BRT), the study offers a detailed and comprehensive understanding of consumer behavior in the organic food market from the consumers' perspective.

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Published

2025-10-27

How to Cite

Paochoo, R., Pianroj, N., Ponathong, N., Wongrit, W., Rattanachai, V., Rob-O, A., & Tohmad, A. (2025). A Study of Structural Equations from the Perspective of Organic Food Consumers in Surat Thani . Economics and Business Administration Journal Thaksin University, 17(4), 23–38. https://doi.org/10.55164/ecbajournal.v17i4.275823

Issue

Vol. 17 No. 4 (2025): October - December 2025

Section

Research Article

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