Determination of factors influencing the decision on purchasing organic food

Abstract

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.