Factors Influencing Consumers’ Purchase Intention for Organic Food Products in Thailand
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Abstract
Although organic food is increasingly popular globally, as a consumer market Thailand has been slow to adopt the organic movement. This research aimed to investigate factors in Thai consumer’s choice of organic food. An online consumer survey (n = 385) was conducted, collecting data about these factors and about consumers’ purchase intention of organic food. Results were analyzed using a regression approach. The findings showed that environmental awareness, environmental concern, institutional trust, perceived risk, and perceived availability had a positive effect on consumers’ purchase intention for organic food, while price sensitivity had a negative effect. All effects were significant at p < .05. The study findings imply that there are ways to improve consumers’ purchase intention of organic food in Thailand, namely improving environmental education, clarifying the role of organic certification, and increasing availability and reducing cost of organic food.
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