The Factors Affecting Decisions to Purchase Rice and Consumer Perception of Organic Rice in Bangkok, Thailand
International Journal of Advances in Agricultural & Environmental Engineering
The present research was aimed at studying the behavior and factors affecting decisions to purchase rice and awareness about organic rice in order to provide guidelines for organic rice entrepreneurs in meeting consumer demands. Data was collected randomly by E-survey (Google form), while field data was collected from 433 individuals in supermarkets and organic product exhibitions in urban Bangkok Metropolitan Area, Thailand. χ 2 test (at 5% level of significance) was used to test the
... test the differences between types of respondents, decisions to purchase rice, and awareness about organic rice. On the decision behavior in choosing rice, the study found that consumers generally prefer the same type of rice without changes (37%). The top consideration affecting decisions to purchase rice was flavor (46%), followed by nutritional value (30%). In addition, 230 samples (53.1%) were aware of organic rice. Among these, 52% supported organic rice due to health concern, and 16% favoured organic rice for environmental reason. Those without awareness of organic rice indicated that it was due to inadequate public information (77.8%). Further data are discussed in the article. This information is useful for providing knowledge on urban rice consumption and attitude in order to promote better understanding among rice producers/ traders in meeting consumer demand.