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Author: search.filters.author.Kerdsriserm, ChanhathaiSubject: search.filters.subject.Organic rice

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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.
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    Cost and return analysis of organic and conventional rice production in Chachoengsao Province, Thailand
    (2020-09-01)
    Suwanmaneepong, Suneeporn
    ;
    Kerdsriserm, Chanhathai
    ;
    Lepcha, Norden
    ;
    Cavite, Harry Jay
    ;
    Llones, Christopher Almoroto
    The objective of this study was to investigate the cost and return structures of rice cultivation in two farming systems, organic and conventional rice production, in Chachoengsao Province, Thailand, in the 2016/2017 crop year. The sample included 108 farmers selected using a purposive sampling method, consisting of 58 organic rice growers and 50 conventional rice growers. Survey questionnaires were used as the main instrument for data collection. Descriptive statistics and cost and return analysis were used for data analysis. The results indicate that the cost of production was higher, and output was lower under organic rice farming. Despite this, organic rice farming was more profitable than conventional farming, which was attributed to the higher prevailing market price for organic rice. This indicates the importance of price differences across market segments within the distribution channel and the profitability of rice production between the two rice farming systems.