Kerdsriserm, Chanhathai

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Kerdsriserm, Chanhathai
Alternative Name
Kerdsriserm, C.
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Email
chanhathai.ke@kmitl.ac.th

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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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    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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    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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    Alternate Wetting and Drying as Water-Saving Technology: An Adoption Intention in the Perspective of Good Agricultural Practices (GAP) Suburban Rice Farmers in Thailand
    (2023-02-01)
    Suwanmaneepong, Suneeporn
    ;
    Kultawanich, Kulachai
    ;
    Khurnpoon, Lampan
    ;
    Sabaijai, Phatchara Eamkijkarn
    ;
    Cavite, Harry Jay
    The alternate wetting and drying (AWD) as water-saving technology aligns with the good agricultural practices (GAP) principles, particularly in the environmental management of water conservation. Thus, GAP adopters as farmer groups are seen as viable AWD adopters in the initial stages of scaling out the adoption in Thailand. However, the understanding of integrating AWD as water-saving management among GAP adopters remains scant. Using the case of rice GAP farmers in Thailand, the study found a higher probability of adoption intention among GAP compared to non-GAP. AWD perceived advantage, knowledge, and the suitability of rice farms for AWD adoption trials are positively associated with higher adoption intention. While higher fixed cost lowers the probability of adoption, variable cost is positively associated with higher adoption intention in the short-run production decision. In order to scale out the adoption of AWD, farmers’ understanding of the safe and proper application of AWD, together with assistance for crop insurance in the case of crop failure, will be crucial. Risks connected with the adoption decision continue to be the biggest barrier to adoption, especially among small-scale farmers.