Do behavioral and socio-demographic factors determine consumers’ purchase intention towards traceable organic rice? Evidence from Thailand

Abstract

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.