Browsing by Author "Jatuporn Vongmahadlek"
  • Item
  • Item
    An empirical study on organic product purchasing behavior :
    (Assumption University, 2012) Jatuporn Vongmahadlek ; Assumption University. Martin de Tours School of Management and Economics
    The striking awareness of organic product purchase behavior has noticeably increased througho~t the world. However, little is known about consumers' purchase behavior of organic products in developing coun- tries such as Thailand. Few studies had been empirically investigated the relative importance of purchase behavior. The main purpose of the research is to examine the phenomena and to provide the empirical evidence of organic products purchase behavior in a developing country, namely Thailand. Fishbein andAjzen's Theory of Planned Behavior (TPB) is employed as the theoretical background. A self-administered questionnaire was developed and distributed to Thai consumers who purchased organic products in the last three months in Bangkok metropolitan areas. Six hundred thirty seven completed questionnaires were analyzed by using factor analysis in SPSS and Structure Equation Modeling (SEM). The empirical results confirmed that attitudes and perceived behavioral control components had impacts on organic products purchase behavior mediated by purchase intention. Specifically, four of the determinants: environment consciousness, appearance conscious- ness, perceived affordability, and perceived availability were significant factors of organic product purchase behavior in Thailand mediated by purchase intention.