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Now showing 1 - 6 of 6
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    Organic Food Brand Trust and Brand Loyalty: Evidence from Thailand
    (2022-01-01)
    Pattweekongka, Supawadee
    This study investigates the antecedents of trust in organic food brands and the effect of brand trust on brand loyalty. Previous research has addressed brand trust, but none has examined brand trust concerning brand loyalty in organic goods, a developing trend in many nations. A survey was done with 386 Thai consumers of organic foods. Using path analysis, the magnitude and relationships between variables were estimated. The findings indicate that brand competency and generosity increase organic brand trust. Moreover, brand trust was found to influence both attitudes and behaviors about brand loyalty. The study predicts that brand trust inspired 76% of the purchasing behavior loyalty
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    Entrepreneurial insight of purchase intention and co-developing behavior of organic food consumption
    (2021-12-30)
    Khalid, Bilal
    The purpose of this study is to investigate the entrepreneurial insight of purchase intention and co-developing behavior of organic food consumption in Thailand during the COVID-19 pandemic. The study is unique because it considers the management of changing lifestyle and eating habits of people occasioned by the increasing global health awareness brought about by the pandemic. The study has adopted the Stimuli-Organism-Response (SOR) paradigm to provide a conceptual model that incorporates corporate image and consumer engagement literature. The research used primary data collected from consumers in major cities across Thailand. The data was collected using a structured questionnaire. The hypotheses of the study were evaluated using Structural Equation Modeling (SEM). The findings of the study indicated that corporate image and corporate social responsibility have a strong influence on consumer trust. Corporate image and corporate social responsibility also have a positive and significant effect on personal values. Consumer trust and personal values were found to influence purchase intention significantly and positively, while purchase intention positively influenced co-developing behavior. Both consumer trust and personal values were found to positively mediate the relationship between corporate image, corporate social responsibility and purchase intention. The study recommended that business management should emphasize and cultivate a strong corporate image and corporate social responsibility image, which would increase customers' trust, their interactions, and interactions with the business, and the resultant purchase intention and co-developing behavior.
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    A causal model of organic food buying behaviours of consumers in Thailand
    (2019-01-01)
    Pattweekongka, Supawadee
    ;
    Napompech, Kulkanya
    ;
    Chaiyasoonthorn, Wornchanok
    This quantitative study aims to understand the causal factors of food buying behaviour in the current Thai market for organic food as differentiated by brand marketing. A comprehensive model of consumer decision-making was developed with four latent factors, including trust in brand, buying intention, brand loyalty and buying behaviour. This model demonstrated high reliably measurements as a basic requirement of structural equation modelling (SEM) statistics. Questionnaires were collected from a sample of organic food consumers in Thailand between April and June 2018; 386 data records were obtained and analysed using SEM. A significant correlation was found between the observed data and the conceptual model. The model demonstrated that the effect of brand trust on brand loyalty influenced buying intention, which played a key role in driving buying behaviour. Findings show that "loyalty" was the most important factor to affect "intention," which directly impacted on buying behaviour. Further, the model achieved predictive power at 94%. Results indicate that Thai consumers perceive organic food marketing as distinct, which is reflected in their purchasing behaviours. These findings should benefit organic food entrepreneurs, farmers and sellers who must devise strategies for organic food-related branding.
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    Determination of factors influencing the decision on purchasing organic food
    (2017-01-01)
    Atthirawong, Walailak
    Since there has been a rising awareness about health, food safety and environmental issues, the demand for organic food has grown rapidly among consumers. However, information and profiling of consumers in Bangkok, which is the capital of Thailand, are not yet well reported. As such, this study aims at analyzing factors affecting consumers' organic food purchase intention. Cross-sectional data were carried out with the respondents in Bangkok through questionnaires. Data were analyzed using a logistic regression model employed to test the proposed hypotheses. The results revealed that education level and attitude towards place had positively influenced consumer's decision in buying organic food. Although the respondents had high score on attitude about healthfulness and food safety towards organic food, it was found that they had little knowledge about them. Evidence provided in this study could be employed as a reference information for policy makers and marketers regarding such issue.
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    An exploratory study on the organic food purchase intention among Thai-Cambodian cross-border consumers
    (2014-01-01)
    Pomsanam, Pisnu
    ;
    Napompech, K.
    ;
    Suwanmaneepong, S.
    Sustainable organic food consumption has begun to play an important and influential role in the purchasing decisions of millions of global consumers due to increasing concern about health and environmental issues. This study aims to explore the influence of attitude, subjective norms, perceived behavioral control, health consciousness and environmental concern on organic food purchase intentions among Thai-Cambodian cross-border consumers. A modified version of the theory of planned behavior was adopted as the research framework of study analysis and hypotheses. Data was collected from 400 Thai consumers in Sa Kaeo province, Thailand and 400 Cambodian consumers in Banteay Meanchey province, Cambodia. The regression results of Thai consumers indicate that all variables are significant and health consciousness and subjective norms were important and found to be the top two predictors of organic purchase intention. In contrast to Cambodian consumers, the results demonstrate that attitude and subjective norms have no positively significant relationship to purchase intention. However, health consciousness, environmental concern and perceived behavioral control can be used to predict the organic food purchasing intention of Cambodian consumers. © 2014 Knowledgia Review, Malaysia.
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    Factors driving thai consumers' intention to purchase organic foods
    (2014-01-01)
    Pomsanam, P.
    ;
    Napompech, K.
    ;
    Suwanmaneepong, S.
    Thailand's organic food production and consumption have grown considerably in recent years due to increasing awareness of health and environmental issues. To encourage consumption of organic foods, entrepreneurs must understand customers and serve them well. The objective of this research is to analyze the factors that drive consumers to purchase organic foods. The study sample was 400 participants and the statistical methods used were factor analysis and multiple linear regression analysis. Results showed that factors stimulating the intention to purchase organic food in Thailand include subjective norms, environmental protection, trust in labels, food quality, availability and convenience to access organic foods. The study suggests that increasing organic consumption can be achieved by increasing potential consumers' knowledge of environmental protection, health benefits and product quality of organic foods through the use of social influence. Knowledge about the labels certifying food as organic should also be provided to consumers to increase trust in such labels. © 2014 Asian Network for Scientific Information.