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dc.contributor.authorPhiphithirankarn, Manthanaporn
dc.contributor.otherUniversity of the Thai Chamber of Commerce. Journal Editorial Office
dc.identifier.citationManthanaporn Phiphithirankarn (2013) A Model Examining Factors Affecting PurchaseIntention and the Assessment of ActualPurchase Behavior toward OrganicFood Products. University of the Thai Chamber of Commerce Journal Vol.33 No.2.
dc.description.abstractThe objective of this study was to explore the model by identifying factors affecting consumer's purchase intention and to assess the actual purchasing of organic food products in Thailand. The finding demonstrates that knowledge positively affects attitudes toward organic food consumption. The factors affecting the purchase intention are attitude, perceived behavioral control, subjective norm and health consciousness. The study also investigates if the purchase intention, demographic characteristics (income and education) and perceived product attributes (premium price, trust, variety and availability) can be used to explain and predict consumers' actual purchase behavior. The recommendation of this research is that firms should concentrate on creating marketing strategies which influence the personal determinants by combining the demographic and product attributes factors. In particular, to develop and expand organic food markets in the future, firms should aim to modify the attitudes of consumer segments in the mass market. This can be done by implementing marketing campaigns that enhance organic knowledge associated with the health benefits, followed by the benefits in terms of the environmental and societal way.
dc.publisherChulalongkorn University Printing House
dc.publisherUniversity of the Thai Chamber of Commerce
dc.relation.ispartofUniversity of the Thai Chamber of Commerce Journal-
dc.rightsThis work is protected by copyright. Reproduction or distribution of the work in any format is prohibited without written permission of the copyright owner.
dc.titleA Model Examining Factors Affecting PurchaseIntention and the Assessment of ActualPurchase Behavior toward OrganicFood Products
dc.typeJournal article
dc.rights.holderUniversity of the Thai Chamber of Commerce
Appears in Collections:JEO: Journal Articles
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