Factors Influencing Consumer Intention to Purchase Organic Food in Ubon Ratchathani Province, Thailand
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Published:
Apr 27, 2020
Keywords:
Organic Food, Consumer Behavior, Purchase Intention, Ubon Ratchathani
Main Article Content
Abstract
The trend of consuming organically produced food is highly determined by market demand both domestically and internationally. Therefore, this research aims to reflect on consumers' perceptions and attitudes influencing consumer intention to purchase organic food in Ubon Ratchathani province, Thailand. This research gathers on a survey of 385 respondents in seven difference places where organic food is sold in town. Organic food buyers are majorly female who concentrates in the working age population from 31 years to 50 years old but occasional buyers tend to be younger with age below 31 years old.
Results indicate that the two primary reasons to purchase organic food are an expectation of having a healthier and environmentally friendly means of production. Frequent organic buyers tend to have better education, higher income and are more likely to have at least one infant at home. Furthermore, organic vegetable and fruit, rice and herbal drinks are most highly demanded. However, the lack of knowledge towards organically produced food is one of the major obstacles to increase the market share of organic food in Thailand.
Article Details
How to Cite
Chaiyakarn Zheng, J. . ., & Nakornchaigul, K. . . (2020). Factors Influencing Consumer Intention to Purchase Organic Food in Ubon Ratchathani Province, Thailand. Dusit Thani College Journal, 14(1), 241–253. Retrieved from https://so01.tci-thaijo.org/index.php/journaldtc/article/view/241407
Section
Research Article
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References
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28. Yeon Kim, H., & Chung, J.-E. (2011). Consumer purchase intention for organic personal care products. Journal of Consumer Marketing, 28(1), 40 - 47.
29. Yin, S., Wu, L., Du, L., & Chen, M. (2010). Consumers' purchase intention of organic food in China. Journal of the Science of Food Agriculture, 90(8), 1361 - 1367.
30. Zakowska-Biemans, S. (2011). Polish consumer food choices and beliefs about organic food. British Food Journal, 113(1), 122-137.
31. Zanoli, R., & Naspetti, S. (2002). Consumer motivations in the purchase of organic food: a means-end approach. British Food Journal, 104(8), 643 - 653.
2. Chen, M.-F. (2007). Consumer attitudes and purchase intentions in relation to organic foods in Taiwan: Moderating effects of food-related personality traits. Food Quality Preference, 18(7), 1008 - 1021.
3. Chen, M.-F. (2009). Attitude toward organic foods among Taiwanese as related to health consciousness, environmental attitudes, and the mediating effects of a healthy lifestyle. British Food Journal, 111(2), 165 - 178.
4. Cicia, G., Del Giudice, T., & Scarpa, R. (2002). Consumers’ perception of quality in organic food: a random utility model under preference heterogeneity and choice correlation from rank-orderings. British Food Journal, 104(3/4/5), 200 - 213.
5. Davies, A., Titterington, A. J., & Cochrane, C. (1995). Who buys organic food? A profile of the purchasers of organic food in Northern Ireland. British Food Journal, 97(10), 17 - 23.
6. Fotopoulos, C., & Krystallis, A. (2002). Purchasing motives and profile of the Greek organic consumer: a countrywide survey. British Food Journal, 104(9), 730 - 765.
7. Gracia, A., & de Magistris, T. (2007). Organic food product purchase behaviour: a pilot study for urban consumers in the South of Italy. Spanish Journal of Agricultural Research, 5(4), 439 - 451.
8. Garcia-Yi, J. (2015). Willingness to pay for organic and Fairtrade certified yellow chili peppers: Evidence from middle and high income districts in Lima, Peru. British Food Journal, 117(2), 929 - 942.
9. Harper, G. C., & Makatouni, A. (2002). Consumer perception of organic food production and farm animal welfare. British Food Journal, 104(3/4/5), 287 - 299.
10. Henneberry, S. R., Piewthongngam, K., & Qiang, H. (1999). Consumer food safety concerns and fresh produce consumption. Journal of Agricultural Resource Economics, 98 - 113.
11. Hill, H., & Lynchehaun, F. (2002). Organic milk: attitudes and consumption patterns. British Food Journal, 104(7), 526 - 542.
12. Kihlberg, I., & Risvik, E. (2007). Consumers of organic foods–value segments and liking of bread. Food Quality Preference, 18(3), 471 - 481.
13. Krystallis, A., & Chryssohoidis, G. (2005). Consumers' willingness to pay for organic food: Factors that affect it and variation per organic product type. British Food Journal, 107(5), 320 - 343.
14. Lea, E., & Worsley, T. (2005). Australians' organic food beliefs, demographics and values. British Food Journal, 107(11), 855 - 869.
15. Lockie, S., Lyons, K., Lawrence, G., & Grice, J. (2004). Choosing organics: a path analysis of factors underlying the selection of organic food among Australian consumers. Appetite, 43(2), 135 - 146.
16. Magnusson, M. K., Arvola, A., Hursti, U.-K. K., Åberg, L., & Sjödén, P.-O. (2003). Choice of organic foods is related to perceived consequences for human health and to environmentally friendly behaviour. Appetite, 40(2), 109 - 117.
17. Michaelidou, N., & Hassan, L. M. (2008). The role of health consciousness, food safety concern and ethical identity on attitudes and intentions towards organic food. International Journal of Consumer Studies, 32(2), 163 - 170.
18. Padel, S., & Foster, C. (2005). Exploring the gap between attitudes and behaviour: Understanding why consumers buy or do not buy organic food. British Food Journal, 107(8), 606 - 625.
19. Pomsanam, P., Napompech, K., & Suwanmaneepong, S. (2014). Factors driving Thai consumers’ intention to purchase organic foods. Asian Journal of Scientific Research, 7(4), 434 - 446.
20. Rimal, A. P., Moon, W., & Balasubramanian, S. (2005). Agro-biotechnology and organic food purchase in the United Kingdom. British Food Journal, 107(2), 84 - 97.
21. Roitner-Schobesberger, B., Darnhofer, I., Somsook, S., & Vogl, C. R. (2008). Consumer perceptions of organic foods in Bangkok, Thailand. Food Policy, 33(2), 112 - 121.
22. Sangkumchaliang, P., & Huang, W.-C. (2012). Consumers’ perceptions and attitudes of organic food products in Northern Thailand. International Food and Agribusiness Management Review, 15(1), 87 - 102.
23. Thompson, G. D. (1998). Consumer demand for organic foods: what we know and what we need to know. American Journal of Agricultural Economics, 80(5), 1113 - 1118.
24. Tiensin, T., Chaitaweesub, P., Songserm, T., Chaisingh, A., Hoonsuwan, W., Buranathai, C., . . . Gilbert, M. (2005). Highly pathogenic avian influenza H5N1, Thailand, 2004. Emerging infectious diseases, 11(11), 1664.
25. Voon, J. P., Ngui, K. S., & Agrawal, A. (2011). Determinants of willingness to purchase organic food: An exploratory study using structural equation modeling. International Food and Agribusiness Management Review.
26. Wang, Z., Mao, Y., & Gale, F. (2008). Chinese consumer demand for food safety attributes in milk products. Food Policy, 33(1), 27 - 36.
27. Willer, H., & Lernoud, J. (2016). The world of organic agriculture. Statistics and emerging trends 2016: Research Institute of Organic Agriculture FiBL and IFOAM Organics International.
28. Yeon Kim, H., & Chung, J.-E. (2011). Consumer purchase intention for organic personal care products. Journal of Consumer Marketing, 28(1), 40 - 47.
29. Yin, S., Wu, L., Du, L., & Chen, M. (2010). Consumers' purchase intention of organic food in China. Journal of the Science of Food Agriculture, 90(8), 1361 - 1367.
30. Zakowska-Biemans, S. (2011). Polish consumer food choices and beliefs about organic food. British Food Journal, 113(1), 122-137.
31. Zanoli, R., & Naspetti, S. (2002). Consumer motivations in the purchase of organic food: a means-end approach. British Food Journal, 104(8), 643 - 653.