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An exploratory study on the organic food purchase intention among Thai-Cambodian cross-border consumers
Author(s)
Date Issued
January 1, 2014
Type
Article
Abstract
Sustainable organic food consumption has begun to play an important and influential role in the purchasing decisions of millions of global consumers due to increasing concern about health and environmental issues. This study aims to explore the influence of attitude, subjective norms, perceived behavioral control, health consciousness and environmental concern on organic food purchase intentions among Thai-Cambodian cross-border consumers. A modified version of the theory of planned behavior was adopted as the research framework of study analysis and hypotheses. Data was collected from 400 Thai consumers in Sa Kaeo province, Thailand and 400 Cambodian consumers in Banteay Meanchey province, Cambodia. The regression results of Thai consumers indicate that all variables are significant and health consciousness and subjective norms were important and found to be the top two predictors of organic purchase intention. In contrast to Cambodian consumers, the results demonstrate that attitude and subjective norms have no positively significant relationship to purchase intention. However, health consciousness, environmental concern and perceived behavioral control can be used to predict the organic food purchasing intention of Cambodian consumers. © 2014 Knowledgia Review, Malaysia.
Citation
Asian Journal of Applied Sciences, 7(5), 294-305, 2014