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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
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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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Do behavioral and socio-demographic factors determine consumers’ purchase intention towards traceable organic rice? Evidence from Thailand
(2022-06-01)
Cavite, Harry Jay
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Mankeb, Panya
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Kerdsriserm, Chanhathai
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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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Technical efficiency of rice farmers under the large agricultural plot scheme in Khlong Khuean District, Chachoengsao Province, Thailand
(2020-01-01)
Jirarud, Sumonwan
;
Suwanmaneepong, Suneeporn
This research aimed to discover the technical efficiency (TE) and factors influencing the TE of the Large Agricultural Plot Scheme Project (LAPS) in the Khlong Khuean District, in Chachoengsao Province, Thailand. The samples were 150 registered rice farmers separated into three groups by land size: 1) six farmers from small-sized farms (0-1 ha); 2) 33 farmers from medium-sized farms (1-2 ha); 3) 111 farmers from large-sized farms (more than 2 ha). Estimated TE was obtained by using a stochastic production frontier model, and the factors influencing the TE were obtained from multiple regression. The result revealed that small-sized farms gained highest TE score at 0.829. The education level of farmers was significant at 0.01% and showed a negative coefficient with the TE, because farmers continue to use traditional production methods. Knowledge sharing is a crucial tool to improve efficiency. To improve TE of rice farms, reducing farm inputs, such as seeds, fertiliser, and labour-intensive was recommended. In addition, this research revealed that farm size affects outputs, indicating that large farms were more technically efficient than smaller farms. Additionally, education level influenced TE. The LAPS was one of the policies supported by the government that aimed to increase farmers' outputs.
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Factors influencing the adoption of urban commercial vegetable production in the Bangkok Metropolitan, Thailand
(2020-01-01)
Suwanmaneepong, Suneeporn
;
Fakkhong, Sasima
The objectives of this study were as follows: 1) to describe the socio-economic factors of urban dwellers who practise vegetable production; 2) to determine the factors influencing urban dwellers’ adoption of urban commercial vegetable production (UCVP) in the Bangkok Metropolitan, Thailand. Questionnaires were administered to 134 respondents, who were randomly selected. A binary logistic regression model was employed to analyse the collected data. The results revealed that network membership and the practice of urban vegetable production has the potential to reduce the cost of buying vegetables and increase household income. The motivation that the consumption of urban vegetable products enhances people’s health was found positively significant to the adoption of the UCVP practice. Moreover, the following factors were found to be negatively significant to UCVP practice adoption: access to information on urban vegetable production can also facilitate access to fresh vegetables and practising vegetable production as a recreational activity.
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Determinants of sustainable efficiency of rice farming in peri-urban area, evidence from Ladkrabang district, Bangkok, Thailand
(2018-01-01)
Fakkhong, Sasima
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Suwanmaneepong, Suneeporn
;
Mankeb, Panya
Growing urbanisation, dwindling land for rice cultivation, and declining numbers of rice farmers have been major concerns. Yet, many local people living in peri-urban areas still produce rice for their livelihood. This study aimed to estimate the sustainable efficiency (SE) of the rice farmers in the peri-urban areas and investigate the determinants of SE by employing a multiple linear regression methods. Based on data collected from 230 rice farmers in the Ladkrabang district, the peri-urban area located to the East of Bangkok, Thailand, this study revealed that, on average, the SE of sample rice farmers was 0.84. The large-sized farmer had a higher average SE than small-sized and medium-sized ones. The results of regression analysis indicated having heirs working in farm was the most effective variable on the SE of rice farming, followed by participation in agricultural training programs, formal years of schooling, the number of family labour, and subsidies.
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Influence of marketing mix elements on the intention of sugarcane farmers in Thailand to use commercial tailor-made fertiliser
(2015-01-01)
Hothongcum, Krichanont
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Suwunnamek, Opal
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Suwanmaneepong, Suneeporn
Tailor-made fertiliser (TMF) is a new practice in Thailand that aims to achieve a more efficient use of a fertiliser on cultivated soil. This study attempts to determine farmers' attitudes toward a marketing mix of TMF and to investigate factors influencing the farmers' intention to use TMF in accordance with the marketing mix strategy. A survey was conducted among 387 sugar cane farmers who were interviewed at the Thamaka sugar refinery, Kanchanaburi Province, Thailand. The results indicate that farmers' attitude toward the retailer available over a wide area has the biggest influence on their intention to use TMF. This is followed by their attitude toward stability of TMF product quality, and by whether price is more competitive than other chemical fertiliser.

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