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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
    ;
    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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    Community enterprise consumers’ intention to purchase organic rice in Thailand: the moderating role of product traceability knowledge
    (2022-02-23)
    Cavite, Harry Jay
    ;
    Mankeb, Panya
    ;
    Suwanmaneepong, Suneeporn
    Purpose: Organic rice forms the largest portion of the Thai organic food market. Because of its increasing popularity, marketers need to better understand consumer behaviour to address emerging concerns regarding product safety and quality and to tailor better marketing strategies relevant to the development of organic rice. As such, this study aims to examine consumers' purchase intention towards organic rice, using traceability information, and to investigate the direct and moderating roles of product traceability knowledge, using the theory of planned behaviour. Design/methodology/approach: Responses were collected from 243 organic rice consumers in a farmers' market in Chachoengsao Province, Thailand, following a convenience sampling approach. The gathered data were analysed using structural equation modelling to evaluate the strength of the relationship between the constructs. Findings: The findings reveal that subjective norms, health consciousness and product traceability knowledge have a significant positive influence on consumers’ intention to purchase organic rice. This study also establishes the moderating role of product traceability knowledge in perceived behavioural control and purchase intention, indicating that elaborated product information through traceability is essential for consumers who feel capable of buying the product. However, the direct effects of attitude and perceived behavioural control are insignificant, indicating the presence of external barriers to the purchase of organic rice, and that people may have a negative attitude towards the product. In addition, the cost perception result reveals that consumers consider price as an indicator of organic product quality, thereby increasing their desirability. Social implications: The findings of this study will help community enterprises in Thailand develop a more effective marketing strategy based on the identified motivators of organic rice purchase intention. Originality/value: This study develops a model that integrates important factors related to organic food consumption to generate a more comprehensive analysis of this mainstream research. To the best of the authors’ knowledge, this is also the first study to investigate the moderating role of product traceability knowledge to obtain a new and more focused understanding of how this factor influences purchase intention when applied explicitly to organic food. Finally, the findings provide theoretical contributions and implications for both the community enterprise and policymakers on developing strategies for organic rice marketing among community enterprises in Thailand.
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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.
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    Knowledge and attitudes towards marketing innovation of organic rice farmers in Sanam Chai Khet organic agriculture group, Chachoengsao province, Thailand
    (2018-12-01)
    Ruaykijakarn, N.
    ;
    Suwanmaneepong, S.
    ;
    Kuhaswonvetch, S.
    The socio-economic, knowledge, and attitudes towards marketing innovation of organic rice farmers in Chachoengsao Province, Thailand was investigated. The research findings revealed that most farmers are female (65%), aged between 51-60 years old (35%), graduated from primary school (80%). Experienced in organic rice production was 11-20 years (55%). The area of organic rice production was less than 15 Rai (50%), the most of which were their own areas (95%). The most commonly used rice was Jasmine Rice (Red How Mali Rice) (85%). The farmers produced rice products in accordance with the IFOAM, EU, and Canada Standard Organic Farming Procedures (90%). The main distribution channel of organic rice product was farmers' group shop (70%). There was no bargain with buyers (70%) and no marketing promotions for customers (90%). The result of participant on farmer knowledge of marketing innovation was a knowledgeable about organic rice marketing innovative at a moderate level (55%). They had a high knowledge of price (91.70%), and promotion (81.65%), while knowledge of place and product were at moderately levels (70% and 68.75%, respectively). Considering the attitudes, the farmers had high level of attitudes towards marketing innovation (80%). Interestingly, they strongly agreed on price ( .7), but they agreed on product ( .), and on promotion ( .6). However, the farmer's attitudes towards place was undecided ( .7).