Factors Affecting Purchase Intention toward Organic Vegetables in Bangkok, Thailand

Abstract

The purpose of this research is to obtain a better understanding of purchase intention and actual purchase towards organic vegetables in Bangkok, Thailand. This study both primary and secondary data were used. The researchers applied the non-probability sampling method by using the purposive sampling technique for data collection. In order to determine the level of influence between the selected variables, the chosen statistical analysis approach in this study is simple linear regression and multiple linear regression. Three frameworks from previous studies serve as base for the creation of a new conceptual framework. The findings of this study showed that organic food knowledge significantly affect attitude, and four of five independent variables significantly influence purchase intention, the variables consist of health consciousness, attitude, price consciousness, and trust, excluding food safety concern. Moreover, purchase intention significantly influence actual purchase of organic vegetables.

Keywords: health consciousness, attitude, trust, purchase intention, organic vegetables

JEL Classification Code: I10, M30, M31