Demand for and the attitudes towards organic agricultural products in Lampang Province
Keywords:
Demand / Decision of purchasing agricultural products / Attitude / ConsumersAbstract
This research aims to study 1) organic knowledge and understanding 2) attitudes of customers toward organic agricultural products, including 3) demand for organic products 4) the relationship of demographic characteristics and consumer attitudes towards organic products, and 5) the relationship between attitude and demand for organic agricultural products. Questionnaires were used to collect data from 420 households by a convenience sampling method in Lampang province. Data were analyzed using descriptive and inferential statistics such as percentage, mean, standard deviation, Chi-squared test, One-way ANOVA and Pearson product moment correlation coefficient. The results showed that more than 70 percent of Lampang’s consumers had good basic knowledge and understanding of simple concepts of organic agriculture. They also had a positive attitude towards organic products. The customers demanded all categories of organic products, especially vegetables and fruits. They were also willing to pay a higher price for organic products. The results showed that both age and income affected attitudes towards organic products, while education level was not significant to the attitude. Furthermore, the attitudes of households towards organic products also affected their demand.
References
Aaker, D. A. (2009). Managing brand equity, New York: Simon and Schuster.
Bunyanuson, J. and Donkwa, K. (2017). The purchase demand for grains of organic rice products. NRRU Community Research Journal 11(2), 103-113. (In Thai)
Chakrabarti, S., & Baisya, R. K. (2007). Purchase Motivations and Attitudes of Organic Food Buyers. Decision (0304-0941), 34(1), 1–22.
Chryssochoidis, G. (2000). Repercussions of consumer confusion for late introduced differentiated products, European Journal of Marketing, 34 (5/6). 705-722.
Cochran, W.G. (1977). Sampling Techniques (3rd Ed.). New York: John Wiley & Sons.
Deliana, Y. (2012). Market segmentation for organic products in Bandung West Java, Indonesia. Res. J. Recent Sci., 1(3), 48-56.
Gracia, A.and DeMagistris, T. (2013). Organic food product purchase behaviour: A pilot study for urban consumers in the South of Italy. Spanish Journal of Agricultural Research, 5(4), 439-451.
Greennet. (2019). Organic products are sold in Thailand. Retrieved October 11, 2019, from Web site: https://www.greennet.or.th/2002-global-oa/ (in Thai)
Hill, H. and Lynchehaun, F. (2002). Organic milk: Attitudes and consumption patterns. British Food Journal, 104 (7), 526-542.
Jingchit, R. (2018). The future of Thai organic farmer: Dawn or Fall. Retrieved September 13, 2018, from Web site: http://www.tpso.moc.go.th/sites/default/files/1017-img.pdf (in Thai)
Johns, G. (1996). Organizational behaviour: Understanding and managing life at work (4th Ed.). Montreal: Harper Collins College Pub.
Kassarjian, H. H. (1971). Personality and consumer behaviour: A review. Journal of Marketing Research 8(4), 409-418.
Kongsom, W. and Kongsom, C. (2016). Consumer behaviour and knowledge on organic products in Thailand. International Journal of Economics and Management Engineering, 10(8), 2602-2606.
Kotler, P. and Armstrong, G. (2014). Principle of Marketing (15th Ed.). New Jersey: Pearson Education Inc.
Kozup, J. C., Creyer E. H. and Burton, S. (2003). Making healthful food choices: The influence of health claims and nutrition information on consumers' evaluations of packaged food products and restaurant menu items. Journal of Marketing 67(2), 19-34.
Mitchell, C.O., Rebecca J. S., and Chandukala, S. R. (2014). Green Claims and Message Frames: How Green New Products Change Brand Attitude. Journal of Marketing: September 2014, 78(5), 119-137.
Nilwanjanakul, K. and Kumpukka, P. (2013). Knowledge and attitudes influencing purchasing behaviour of green products of the consumer in Northeastern Region. Journal of Administrative Science 2(3), 65-83. (In Thai)
Panyakun, V. & Kongsom, C. (2015). Study and preparation of situation, production and marketing of organic products. Bangkok: Ministry of Commerce. (In Thai)
Paul, J., A. Modi and J. Patel (2016). Predicting green product consumption using the theory of planned behaviour and reasoned action. Journal of Retailing and Consumer Services, 29, 123-134.
Pino, G., Peluso, A. M., & Guido, G. (2012). Determinants of Regular and Occasional Consumers' Intentions to Buy Organic Food. Journal of Consumer Affairs, 46(1), 157-169.
Rana, J., and Paul, J. (2017). Consumer behaviour and purchase intention for organic food: A review and research agenda. Journal of Retailing and Consumer Services, 38, 157-165.
Rizwanalam, M. (2013). Branding Through Green Marketing: A Qualitative Approach. International. Journal of Sales & Marketing Management Research and Development (IJSMMRD) 3(1), 13- 20
Srimuenwai, A. (2010). Attitudes toward organic products of consumers in lower north-eastern region 1 (Master dissertation). The Suranaree University of Technology. Thailand. (In Thai)
Sukkarat, K. (2018). Study of attitude, behaviour, and involved factors of organic product consumers (Master of Science's Thesis). Thammasast University, Bangkok. (In Thai)
Tepwong, P. (2013). Perception and consumption behaviour on the pesticide-free vegetable of municipal school teachers in Khon Kaen Municipality, Khon Kaen Province. Journal of the Graduate School of Management Studies Khon Kaen University 6 (1), 41-52. (In Thai)
Van Loo, E. J., Diem, M. N. H., Pieniak, Z., & Verbeke, W. (2013). Consumer attitudes, knowledge, and consumption of organic yoghurt. Journal of Dairy Science, 96(4), 2118-2129.
Downloads
Published
Versions
- 2023-05-26 (2)
- 2022-11-01 (1)
How to Cite
Issue
Section
License
Copyright (c) 2022 Sukhothai Thammathirat Open University
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
บทความที่ได้รับการตีพิมพ์เป็นลิขสิทธิ์ของวารสารมหาวิทยาลัยสุโขทัยธรรมาธิราช
ข้อความที่ปรากฏในบทความแต่ละเรื่องในวารสารวิชาการเล่มนี้เป็นความคิดเห็นส่วนตัวของผู้เขียนแต่ละท่านไม่เกี่ยวข้องกับมหาวิทยาลัยสุโขทัยธรรมาธิราช และคณาจารย์ท่านอื่นๆในมหาวิทยาลัยฯ แต่อย่างใด ความรับผิดชอบองค์ประกอบทั้งหมดของบทความแต่ละเรื่องเป็นของผู้เขียนแต่ละท่าน หากมีความผิดพลาดใดๆ ผู้เขียนแต่ละท่านจะรับผิดชอบบทความของตนเองแต่ผู้เดียว
ห้ามนำข้อความทั้งหมด หรือบางส่วนไปพิมพ์ซ้ำ เว้นแต่จะได้รับอนุญาตจากกองบรรณาธิการวารสาร
