Factors Related to Consumption Behavior of People in Bangkok and its Vicinity with Regard to Organic Jasmine Rice

Abstract

     The objective of this research was to study the factors related to consumption behavior with regard to organic Jasmine rice of 400 people, who consumed organic Jasmine rice in Bangkok and its vicinity. The factors studied were: social status, knowledge-base on organic agriculture, perceived information on organic agriculture, and health awareness. Data were collected by questionnaires and analyzed for relationships between the variable factors and consumption behavior with regard to organic Jasmine rice. The results showed that social status factors such as sex, age, status, occupation, education, and income had a significant relationship to consumption behavior for all characteristics, followed by health awareness, perceived information of organic agriculture and knowledge-base on organic agriculture. Additionally, the consumers thought that the market place for this product should be increased to serve the demand of consumers, especially making it available through supermarkets. Furthermore, during the forthcoming year, incremental information should be provided on an ongoing basis on organic Jasmine rice with regard to its production system, processing, and quality inspection of the product.