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Author: search.filters.author.Cavite, Harry JaySubject: search.filters.subject.Thailand

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    Item type:Publication,
    Farmers’ perception of consumer information and adoption intention towards organic rice farming: Evidence from community enterprise in rural Thailand
    (2023-03-01)
    Cavite, Harry Jay
    ;
    Kerdsriserm, Chanhathai
    ;
    Llones, Christopher
    ;
    Direksri, Nuttanan
    ;
    Suwanmaneepong, Suneeporn
    Organic production has gained increased attention worldwide because of its sustainable way of producing food crops apart from its significant contribution to agricultural development. While some policies and programs encourage rice farmers to adopt organic farming, its uptake is far less than expected, particularly in the rural areas of Thailand. Hence, this study attempts to explain rice farmers’ adoption intention towards organic rice farming, drawing insights from the diffusion of innovations theory, and incorporating consumer information as an important alternative information source. A questionnaire survey was conducted among 201 community enterprise farmers using a purposive sampling technique. Results found that farmers have a generally high-level perception towards consumer information items. These items were further explored using binary logistic regression with the commonly used adoption factors. Results revealed that education level, seed input source, buying price, training attendance, and credit access significantly impacted farmers’ adoption intention. Although farmers have a generally high level of agreement towards consumer information, this factor does not affect their adoption. The findings provide critical insights to the community enterprise and policymakers to fully understand community enterprise farmers’ adoption motives and devise targeted strategies to promote widespread adoption of organic rice farming.
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    Item type:Publication,
    Do behavioral and socio-demographic factors determine consumers’ purchase intention towards traceable organic rice? Evidence from Thailand
    (2022-06-01)
    Cavite, Harry Jay
    ;
    Mankeb, Panya
    ;
    Kerdsriserm, Chanhathai
    ;
    Joedsak, Athiwat
    ;
    Direksri, Nuttanan
    Despite the increased popularity of organic rice in Thailand’s domestic market, little is known about how consumers’ behavioral and socio-demographic factors predict their purchase intention. Grounded on the theory of planned behavior (TPB), this research investigates consumers’ purchase intention for traceable organic rice. Responses were collected from 243 organic rice consumers in a farmers’ market in Chachoengsao Province, Thailand, following a convenience sampling approach. Data were analyzed using factor analysis, multiple linear regression, and one-way ANOVA to determine the factors predicting consumers’ purchase intention and identify any differences with respect to socio-demographic variables. Results reveal that subjective norms, perceived behavioral control, health consciousness, and knowledge of product traceability significantly predict consumers’ intention to purchase traceable organic rice. However, socio-demographic variables — age, income, and education, were found to have no impact on purchase intention. This study’s findings offer theoretical and managerial insights to community enterprises and policymakers to fully understand consumer behavior for organic rice and implement effective marketing strategies and policies.