| 520 สาระสังเขป |
New diseases are causing changes in consumer behavior and product consumption, whether or not people choose to buy organic products. The cause has a crucial role in directing behavior. Both reasons for and against affect attitudes and transfer purchaser intentions. Therefore, using behavioral reasoning based on behavioral reasoning theory, the researcher has researched the analysis of consumer factors influencing attitudes and the intent to purchase organic products (BRT). A quantitative research study using questionnaires was conducted on a sample of 500 organic agricultural product customersin Bangkok, Thailand. Summarizing the results of the coefficients within the structural model was tested with four variables: reasons for, reasons against, attitudes, and purchase intent. It was found that coefficients Reasons against purchasing organic products are negatively associated with attitude towards organic products (-0.0292), and attitude towards organic products mediates the relationship between reasons against purchasing organic products and organic purchase intention (-0.21). The findings demonstrated a direct correlation between attitude, reason, and purchase intention. The decision to buy organic products was unconnected to the reason against. However, some attitudes continue to serve as a conduit for connecting reason and purchase intents. The conclusions have important implications for marketers and decision-makers using research data. It can be used to successfully and appropriately plan for the production and distribution of organic agricultural products to meet the demands of more consumers. This will lead to the growth of the nation's organic agriculture. |