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Factors affecting consumers’ purchasing decisions of certified seafood products |
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| รหัสดีโอไอ | |
| Creator | Nayrata Pinnetdharn |
| Title | Factors affecting consumers’ purchasing decisions of certified seafood products |
| Contributor | Sasiwimon Khlongakkhara, Sansanee Wangvoralak |
| Publisher | Faculty of Agriculture |
| Publication Year | 2569 |
| Journal Title | Khon Kaen Agriculture Journal |
| Journal Vol. | 54 |
| Journal No. | 2 |
| Page no. | 304-314 |
| Keyword | certified seafood, purchasing decision, consumption behavior |
| URL Website | https://li01.tci-thaijo.org/index.php/agkasetkaj |
| Website title | Khon Kaen Agriculture Journal |
| ISSN | 3027-6497 (Online) |
| Abstract | This study aims to analyze the factors influencing the decision to purchase standard seafood. The research was conducted by collecting data through an online questionnaire from a total of 421 Thai citizens who have reached the legal age. The data was analyzed using Hierarchical cluster analysis and Binary logistic regression. The consumer segmentation results divided seafood consumers into three groups based on age range. All three groups engage in information seeking before purchasing products, with Group 1 being consumers aged 46-60 years old and Group 3 being consumers aged 24-29 years old. Groups 1 and 3 primarily seek information on price and purchasing channels, while Group 3 (24-29 years old) focuses on price and promotions. However, all three groups seek the least information regarding the origin of the product. Concerning information channels, Group 1 prefers seeking information through personal inquiries (friends/acquaintances/relatives), while Group 3 utilizes online platforms such as Facebook and TikTok. Group 2 also uses online channels like Facebook and product reviews. When making seafood purchasing decisions, Groups 1 and 2 prioritize product quality and appearance, while the younger Group 3 places greater emphasis on quality and price. The analysis of factors affecting the decision to purchase standard seafood reveals that the factors influencing the decision include seafood purchasing experience (Wald = 11.269, p = 0.001), and information awareness (Wald = 15.580, p = 7.90x10-5) at a significance level of 0.05. It was found that if consumers have positive experiences purchasing seafood or have increased access to information, they are more likely to purchase standardized seafood. Therefore, in addition to promoting standards among seafood entrepreneurs, government agencies should also provide this information to consumers to increase awareness and recognition of the value of seafood from responsible fishing practices. |
