Knowledge and attitudes towards marketing innovation of organic rice farmers in Sanam Chai Khet organic agriculture group, Chachoengsao province, Thailand

Abstract

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).