Consumer Purchasing Behaviour towards Organic Products in Thailand

Abstract

This study investigates the factors affecting consumers’ decisions to purchase organic products. A self-administered questionnaire was used to collect the data from consumers who are primary shoppers for their households at five retail stores in the Bangkok metropolitan area. Using psychological and socio-demographics variables, exploratory factor analysis and logistic regression was used to examine consumers’ decisions to purchase organic products. Results suggest that consumers who are knowledgeable about organic products often purchase groceries at natural/health food stores, are concerned about health and food safety, and are more likely to purchase organic products. In addition, middle-aged female consumers who are highly educated and in the high income group are more likely to be organic consumers. In contrast, households who often dine out or consume takeaway food are less likely to purchase organic products.