CONSUMER ATTITUDE TOWARDS PURCHASE INTENTION OF ORGANIC RICE CASE STUDY IN CHAN AYE THAR ZAN TOWNSHIP, MANDALAY, MYANMAR

Main Article Content

Tin Nwe Oo

Abstract

          The main objective of the study is to examine the relationship between the consumer attitude and purchase intention in organic rice with four factors, Health Concern, Environmental Concern, Product Knowledge and Product Price. In Myanmar, the knowledge of organic product is growing among people in which the elderly consumers are well aware about the availability of organic products more than younger generations. The quantitative questionnaires are approached to detect between four factors with attitude and purchase intention by using linear regression analysis to confirm the results. The results show that four factors are significant influences to the attitude and purchase intention on organic rice. In addition, consumer attitude is significantly influenced to the purchase intention. Thus, the consumer attitude is the key of the motivating factor to purchase organic rice. 

 

          วัตถุประสงค์ในการวิจัยครั้งนี้คือ ศึกษาความสัมพันธ์ระหว่างทัศนคติของผู้บริโภคและความตั้งใจซื้อข้าวอินทรีย์ด้วยตัวแปร 4 ตัว ได้แก่ ความใส่ใจในสุขภาพ ความใส่ใจในสิ่งแวดล้อม ความรู้เกี่ยวกับผลิตภัณฑ์ และราคาผลิตภัณฑ์ จากการศึกษาพบว่า ในประเทศพม่าผู้สูงอายุมีการรับรู้ในข้อมูลเกี่ยวกับสินค้าเกษตรอินทรีย์มากกว่ากลุ่มวัยรุ่น การวิจัยครั้งนี้ใช้แบบสอบถามเชิงปริมาณในการศึกษาปัจจัยทั้ง 4 ด้าน ที่มีผลต่อทัศนคติและความตั้งใจซื้อโดยใช้การวิเคราะห์การถดถอยเชิงเส้น ผลการวิจัยพบว่า ตัวแปรทั้งสี่นั้นมีอิทธิพลอย่างมีนัยสำคัญต่อทัศนคติและความตั้งใจซื้อข้าวอินทรีย์ นอกจากนี้ทัศนคติของผู้บริโภคมีอิทธิพลอย่างมีนัยสำคัญต่อความตั้งใจซื้อ ดังนั้น ทัศนคติของผู้บริโภคจึงเป็นแรงจูงใจสำคัญที่มีผลต่อความตัดสินใจซื้อข้าวอินทรีย์ 

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How to Cite
Oo, T. N. (2017). CONSUMER ATTITUDE TOWARDS PURCHASE INTENTION OF ORGANIC RICE CASE STUDY IN CHAN AYE THAR ZAN TOWNSHIP, MANDALAY, MYANMAR. Panyapiwat Journal, 9(2), 57-68. Retrieved from https://so05.tci-thaijo.org/index.php/pimjournal/article/view/94366
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Research Article

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