CHINESE ETHICAL CONSUMERS ON SOCIAL, CULTURAL, INTERNATIONAL MARKETING FACTORS AFFECTING THAILAND’S ORGANIC RICE CONSUMPTION
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This study analyzed ethics on social, cultural ethics, and international marketing factors which affected Chinese consumers’ ethical purchase decision making toward Thailand’s organic rice consumption. The quantitative research employed 25 factor questionnaires on research samples consisting of 320 Chinese consumers from four major Chinese cities (Beijing, Shanghai, Zhuhai, Chongqing), obtained by random sampling technique. Data was analyzed using exploratory factor analysis, and confrmatory factor analysis, including Structural Equation Modeling (SEM). The results showed that social ethics, cultural ethics, and international marketing ethics positively affected Chinese consumers’ ethical judgment, and Chinese consumers’ ethical judgment was positively affected by purchase decision making toward Thailand’s organic rice consumption. Social, cultural, international marketing are positive ethical factors that affect purchase decision making respectively through Chinese consumers’ ethical judgment as mediators. The strategic suggestions of this study involved the beneficiaries’ relationship with various stakeholders in Chinese import and export organizations, vendors, and consumers including the local community and government agencies.
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“ข้าพเจ้าและผู้เขียนร่วม (ถ้ามี) ขอรับรองว่า บทความที่เสนอมานี้ยังไม่เคยได้รับการตีพิมพ์และไม่ได้อยู่ระหว่างกระบวนการพิจารณาลงตีพิมพ์ในวารสารหรือแหล่งเผยแพร่อื่นใด ข้าพเจ้าและผู้เขียนร่วมยอมรับหลักเกณฑ์การพิจารณาต้นฉบับ ทั้งยินยอมให้กองบรรณาธิการมีสิทธิ์พิจารณาและตรวจแก้ต้นฉบับได้ตามที่เห็นสมควร พร้อมนี้ขอมอบลิขสิทธิ์บทความที่ได้รับการตีพิมพ์ให้แก่สถาบันการจัดการปัญญาภิวัฒน์หากมีการฟ้องร้องเรื่องการละเมิดลิขสิทธิ์เกี่ยวกับภาพ กราฟ ข้อความส่วนใดส่วนหนึ่งและ/หรือข้อคิดเห็นที่ปรากฏในบทความข้าพเจ้าและผู้เขียนร่วมยินยอมรับผิดชอบแต่เพียงฝ่ายเดียว”
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