รหัสดีโอไอ 10.14457/TU.the.2017.437
Title A study of consumer behavior: consumer's barriers to purchase organic foods
Creator Juthamas Lertchuwongsa
Contributor Paul G. Patterson, Advisor
Publisher Thammasat University
Publication Year 2017
Keyword Organic ,Organic foods ,Consumer behavior ,Decision making process ,Purchasing barrier
Abstract The study of consumer behavior regarding the barriers to purchase organic foods is an independent study of a contemporary topic in applied marketing knowledge.Recently, healthy diet and organic food consumption are growing trends in Thailand. The Ministry of Agriculture and Cooperatives aimed to make Thailand the organic product leader in Southeast Asia market, according to SCB Economic Intelligence Center (2017). As a result, sales of organic foods in Thailand grew by approximately 7% from 2010 to 2014, compared to 5% of conventional foods. The premium prices of organic products become an important incentive for producers to start, switch or expand their businesses into organic food industry. The study shows that consumers are willing to pay approximately 15% to 50% higher price for organic products. As a result, the high value of this growing trend requires the producers of organic products to really understand consumers’ behaviors and perceptions as well as key barriers that inhibit them from the consumption in order to develop effective marketing strategies. The research in this study was conducted through both exploratory research and descriptive research by using convenience sampling method. The exploratory research included secondary research from various credible sources (such as online articles, news, research papers, academic journals and etc.) and the in-depth interview of eight non-organic respondents. The descriptive research was conducted through online questionnaire survey with the target of 200 respondents. The target respondents of this study were non-organic consumers, defined as people who did grocery shopping by themselves but purchased organic foods less than 50% of their total basket size in terms of value. The findings from this study would provide insight information about the behaviors and the perceptions of non-organic consumers towards the organic consumption, which would benefit organic foods producers or people who would like to start doing business in organic foods industry.
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บรรณานุกรม

Juthamas Lertchuwongsa และผู้แต่งคนอื่นๆ. (2017) A study of consumer behavior: consumer's barriers to purchase organic foods. Thammasat University:ม.ป.ท.
Juthamas Lertchuwongsa และผู้แต่งคนอื่นๆ. 2017. A study of consumer behavior: consumer's barriers to purchase organic foods. ม.ป.ท.:Thammasat University;
Juthamas Lertchuwongsa และผู้แต่งคนอื่นๆ. A study of consumer behavior: consumer's barriers to purchase organic foods. ม.ป.ท.:Thammasat University, 2017. Print.