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UNDERSTANDING THE CONSUMER MOTIVATION OF ORGANIC FOOD: THE CASE OF THAILAND |
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| รหัสดีโอไอ | |
| Creator | Pattraporn trairattanasirichai |
| Title | UNDERSTANDING THE CONSUMER MOTIVATION OF ORGANIC FOOD: THE CASE OF THAILAND |
| Contributor | Chanin Yoopetch |
| Publisher | University of the Thai Chamber of Commerce |
| Publication Year | 2563 |
| Journal Title | UTCC International Journal of Business and Economics |
| Journal Vol. | 12 |
| Journal No. | 2 |
| Page no. | 153-168 |
| Keyword | organic food, motivation, demographic factors, consumer behavior |
| URL Website | http://ijbejournal.com/ |
| Website title | ijbejournal |
| ISSN | 1906-5582 (paper) |
| Abstract | This research aimed to study the motivation of consumers in an organic food context in Bangkok, Thailand. The study employed quantitative research methodology by using survey questionnaires and 425 were completed by organic food consumers in Bangkok, Thailand.The majority of the respondents was female with the age of 20 29 years old, graduate with Bachelor's degree, working in private company and earns monthly income between 10,000 30,000 THB. Vegetables were an organic product that has the highest consumption rate. Line application was found out to be the most popular communication medium use by the respondents. The results also showed that there are differences among demographic groups of the consumers in the areas of motivation and social media perception. Discussions and managerial implications are also provided. |
