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DRIVERS OF INTENTIONS TO PURCHASE SHRIMP PRODUCTS IN SWITZERLAND

by Suthasinee Saesoo

Title:

DRIVERS OF INTENTIONS TO PURCHASE SHRIMP PRODUCTS IN SWITZERLAND

Author(s):

Suthasinee Saesoo

Issued date:

2018

Publisher:

Digital Production Press, Assumption University

Citation:

Assumption University-eJournal of Interdisciplinary Research (AU-eJIR) Vol. 3. Issue.1 2018

Abstract:

The drivers of intention to purchase towards local shrimps products in Switzerland was conducted to examine the relationship between variables; attitude towards local shrimp consumption, attitude towards supporting local agri-business, consumer ethnocentrism, subjective norms, and intention to purchase. In this study, Theory of Reasoned Action (TRA) was applied. One hundred of respondents were asked to complete the questionnaire. Then, the process of analyzing the data was taken. All six hypotheses were tested by Pearson Correlation method and found that all hypotheses were supported. The strongest factor was found to be subjective norms on attitudes towards consuming local shrimp products. The consumers that have been positively influenced by people are more likely to have a good attitude about the products, which leads to the decision to purchase the products in the future. In addition, the positive attitude towards consuming local shrimp products is supported by attitude towards supporting local agribusiness, ethnocentric tendencies, and subjective norms. Therefore, the research also gave some useful suggestions for those who interested in.

Subject(s):

AU-eJournal of Interdisciplinary Research (AU-eJIR)
AU-eJournal of Interdisciplinary Research (AU-eJIR) -- 2018

Keyword(s):

Biofloc, purchase intention
Purchase intention
Shrimp products
Shrimp farming
Local products
Ethnocentric
Attitudes

Resource type:

Journal Article

Extent:

7 pages

Type:

Text

File type:

application/pdf

Language:

eng

Rights:

This work is protected by copyright. Reproduction or distribution of the work in any format is prohibited without written permission of the copyright owner.

Rights holder(s):

Assumption University

URI:

http://repository.au.edu/handle/6623004553/21345
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  • AU eJIR : Vol. 3, Issue 1, (January-June 2018) [4]


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Copyright © Assumption University.
All Rights Reserved.

Contact Us

The St. Gabriel's Library   
Hua Mak Campus  
Ramkhamhaeng 24, Hua Mak  
Bangkok Thailand 10240  
Tel.: (662) 3004543-62 Ext. 3402  
Fax.: (662) 7191544  
E-Mail Library : library@au.edu  


The Cathedral of Learning Library
Suvarnabhumi Campus
Bang Na-Trad Km. 26 Bangsaothong
Samuthprakarn Thailand 10540
Tel.: (662) 7232024, 7232025
Fax.: (662) 7191544
E-Mail Library : library@au.edu
 

 

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