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INVESTIGATION OF FACTORS INFLUENCING PURCHASE INTENTION OF ORGANIC FOODS IN BANGKOK, THAILAND |
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| รหัสดีโอไอ | |
| Creator | Tran Phan Bich Ngoc |
| Title | INVESTIGATION OF FACTORS INFLUENCING PURCHASE INTENTION OF ORGANIC FOODS IN BANGKOK, THAILAND |
| Contributor | Nattapan Buavaraporn |
| Publisher | University of the Thai Chamber of Commerce |
| Publication Year | 2562 |
| Journal Title | UTCC International Journal of Business and Economics |
| Journal Vol. | 11 |
| Journal No. | 1 |
| Page no. | 113-127 |
| Keyword | Organic foods, Purchase intention, Marketing strategy |
| URL Website | http://ijbejournal.com/ |
| Website title | ijbejournal |
| ISSN | 1906-5582 (paper) |
| Abstract | Concerning health and environmental issues, organic foods become of particular interest for consumers in making a decision to buy food products nowadays. The organic foods market in Thailand appears to be in the early stage, compared to western countries. This calls for the empirical studies that help improving and understanding the organic foods market in Thailand. Hence, this paper aims at investigating factors influencing purchase intention of organic foods in Bangkok Thailand. Three main factors that affect on purchasing intention of organic foods that persuaded consumer choice, the attitudes towards the purchase of organic foods and subjective norms. Theory of planned behavior is adopted for conceptualizing factors affecting purchase intention. Quantitative approach is deemed more appropriate considering the study objectives. In total, 373 questionnaire survey were completed. The structural equation modelling (SEM) was employed for investigating relationships and testing the hypotheses proposed concerning the research conceptual model. The empirical findings indicated the importance that organic food industry enhance the attitudes and awareness of organic food products to consumers for increasing demand of organic foods in Bangkok, Thailand |
