Factors driving thai consumers' intention to purchase organic foods

Abstract

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.