Accepting organic products from a consumer perspective in Chiang Mai Province

Abstract

The objective of this study was to study the level of acceptance of organic produce from a consumer perspective and factors affecting the acceptance of organic produce from the consumer perspective Chiang Mai Province. The sample group is consumers of organic products 385 people in Chiang Mai province and qualitative interviews are consumers of organic produce and farmers who do organic agriculture, number 5 people, totaling 10 people. The data was analyzed by using percentage; Mean, Standard Deviation and hypothesis testing are Independent-Sample T-test, One-way variance and analysis of multiple regression analysis and linear regression analysis using coefficients, find predictors and create forecasting equations. The study found that Incentives for purchasing organic products from a consumer perspective Chiang Mai Province Was at a high level (mean = 3.88) when considering the mean, descending, behavioral, followed by product, location and psychology respectively. The perception of the value of organic products from the consumer perspective Chiang Mai province was at a high level (mean = 3.79) when considering the descending mean, namely. The second was the perceived value of safety, Price value recognition Perception of health value and perception of environmental value respectively. Knowing organic agriculture Organic farming from a consumer perspective Chiang Mai Province, the overall picture is at a high level (mean = 3.53) when considering the high to low mean, namely organic certification seal followed by Organic standards And the quality of organic agriculture, respectively. From the Multiple Regression Analysis, it was found that the initial variables of organic agriculture were able to predict the acceptance of organic agricultural products from the consumer perspective Chiang Mai Province. The statistical significance level of 0.01 with the highest determinant coefficient (R Square) is 0.049.