Influence of Marketing Mix Factors and Attitudes That Affect Consumers' Decision to Buy Organic Vegetables in Mueang Chiang Mai District, Chiang Mai Province
Abstract
The purpose of this research was to study the Influence of factors affecting consumers' decision to buy organic vegetables in Mueang Chiang Mai District Chiang Mai by using a quantitative research methodology which has been studied from consumers of organic vegetables in Muang district 400 cases in Chiang Mai Province and purposive sampling using questionnaires. As for the statistics used in the data analysis, i.e. the evaluation of the measurement model and the evaluation of the structural model by using the program with the SMARTPLS V.3.3.3 program.
The results of the study indicated that the Marketing mix had a positive direct influence on attitudes (DE=0.625) and attitude factors had a positive direct influence on purchasing decisions (DE=0.707) at a significance level of 0.01. There was a positive direct effect on purchasing decisions (DE=0.107) at a significance level of 0.10. It is very important to create positive attitudes among consumers in purchasing organic vegetables, which can lead to understanding, communication and value creation of products that affect purchasing decision behavior.
References
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