INFLUENCE OF CONSUMER BEHAVIOR TOWARDS BUYING INTENTIONS AND WILLINGNESS TO PAY FOR ORGANIC VEGETBLES IN THAILAND
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Abstract
The purposes of this study were: (1) to examine the behavior and components of buying organic vegetables of consumers; and (2) to analyze variables-relationship model that is suitable for the consumers in Thailand. This research used a survey questionnaire to collect data from the research sample consisting of 601 consumers in 6 regions of Thailand. The employed statistics were inferential statistics to analyze the influence of variables with the path analysis technique and variables-relationship model analysis. The results showed that there were 6 aspects of behavior of buying organic vegetables as follows: (1) organic vegetables were safer than non-organic vegetables; (2) organic vegetables were good for health; (3) organic farms consumed less energy and they were eco-friendly; (4) organic vegetables supported the local farmers; (5) the quality and standard certification from relevant institutions; and (6) organic vegetables had high sales price. The result of adjustment of the influence of consumer’s behavior model on perceived behavioral control had influences on the willingness to pay for organic vegetables. The most important was equal to 0.87 at the .01 significant level. After the adjustment, the model had goodness-of-fit with the empirical data with the following goodness-of-fit statistics: /df = 1.97, AGFI = 0.9, RMSEA = 0.042. The results of hypothesis testing were the following: the attitude affected the purchase intention (H1); the perceived behavioral control (PBC) affected the purchase intention (H3); and affected the willingness to pay (H4), the purchase intention affected the willingness to pay (H5); and the subjective norms did not affect the purchase intention (H2).
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