Suneeporn Suwanmaneepong

Bio: Suneeporn Suwanmaneepong is an academic researcher from King Mongkut's Institute of Technology Ladkrabang. The author has contributed to research in topics: Agriculture & Business. The author has an hindex of 2, co-authored 9 publications receiving 13 citations.

Community enterprise consumers’ intention to purchase organic rice in Thailand: the moderating role of product traceability knowledge

Abstract: Organic rice forms the largest portion of the Thai organic food market. Because of its increasing popularity, marketers need to better understand consumer behaviour to address emerging concerns regarding product safety and quality and to tailor better marketing strategies relevant to the development of organic rice. As such, this study aims to examine consumers' purchase intention towards organic rice, using traceability information, and to investigate the direct and moderating roles of product traceability knowledge, using the theory of planned behaviour.,Responses were collected from 243 organic rice consumers in a farmers' market in Chachoengsao Province, Thailand, following a convenience sampling approach. The gathered data were analysed using structural equation modelling to evaluate the strength of the relationship between the constructs.,The findings reveal that subjective norms, health consciousness and product traceability knowledge have a significant positive influence on consumers’ intention to purchase organic rice. This study also establishes the moderating role of product traceability knowledge in perceived behavioural control and purchase intention, indicating that elaborated product information through traceability is essential for consumers who feel capable of buying the product. However, the direct effects of attitude and perceived behavioural control are insignificant, indicating the presence of external barriers to the purchase of organic rice, and that people may have a negative attitude towards the product. In addition, the cost perception result reveals that consumers consider price as an indicator of organic product quality, thereby increasing their desirability.,The findings of this study will help community enterprises in Thailand develop a more effective marketing strategy based on the identified motivators of organic rice purchase intention.,This study develops a model that integrates important factors related to organic food consumption to generate a more comprehensive analysis of this mainstream research. To the best of the authors’ knowledge, this is also the first study to investigate the moderating role of product traceability knowledge to obtain a new and more focused understanding of how this factor influences purchase intention when applied explicitly to organic food. Finally, the findings provide theoretical contributions and implications for both the community enterprise and policymakers on developing strategies for organic rice marketing among community enterprises in Thailand.

Cost and return analysis of organic and conventional rice production in Chachoengsao Province, Thailand

Abstract: The objective of this study was to investigate the cost and return structures of rice cultivation in two farming systems, organic and conventional rice production, in Chachoengsao Province, Thailand, in the 2016/2017 crop year. The sample included 108 farmers selected using a purposive sampling method, consisting of 58 organic rice growers and 50 conventional rice growers. Survey questionnaires were used as the main instrument for data collection. Descriptive statistics and cost and return analysis were used for data analysis. The results indicate that the cost of production was higher, and output was lower under organic rice farming. Despite this, organic rice farming was more profitable than conventional farming, which was attributed to the higher prevailing market price for organic rice. This indicates the importance of price differences across market segments within the distribution channel and the profitability of rice production between the two rice farming systems.

Farmers’ Adoption of Organic Rice Production in Chachoengsao Province, Thailand

Abstract: This study analysed the factors affecting the adoption of organic rice production in Chachoengsao Province, Thailand. Primary data were collected through structured questionnaire completed by 108 farmers: (58 organic rice farmers and 50 non-organic rice farmers) in Chachoengsao Province, Thailand. A t-test was employed to investigate the differences in the demographics of organic and non-organic rice farmers, and percentage mean, and standard deviation was used to describe farmers’ attitudes. Logistic regression was employed to investigate factors influencing organic rice adoption, educational level, and farm size were significantly different between the organic and non-organic rice farmers. Education (positive), farming experience (positive), age of household head (negative) and farm size (negative) had highly significant (p ≤ 0.01) influences on organic farming adoption. The farmers’ attitude toward environmental concern was the most important reason for adopting organic rice farming. This research identified the factors affecting the adoption of organic rice farming; this information can be used to encourage farmers to practice organic rice farming in the targeted organic rice area in Thailand. In addition, the farmers’ attitudes toward organic farming systems could be used to help support farmers practicing organic rice farming. Keywords: organic rice adoption, organic rice production, organic farming adoption, farmer attitudes.

Technical efficiency of rice farmers under the large agricultural plot scheme in Khlong Khuean District, Chachoengsao Province, Thailand

Abstract: This research aimed to discover the technical efficiency (TE) and factors influencing the TE of the Large Agricultural Plot Scheme Project (LAPS) in the Khlong Khuean District, in Chachoengsao Province, Thailand. The samples were 150 registered rice farmers separated into three groups by land size: 1) six farmers from small-sized farms (0-1 ha); 2) 33 farmers from medium-sized farms (1-2 ha); 3) 111 farmers from large-sized farms (more than 2 ha). Estimated TE was obtained by using a stochastic production frontier model, and the factors influencing the TE were obtained from multiple regression. The result revealed that small-sized farms gained highest TE score at 0.829. The education level of farmers was significant at 0.01% and showed a negative coefficient with the TE, because farmers continue to use traditional production methods. Knowledge sharing is a crucial tool to improve efficiency. To improve TE of rice farms, reducing farm inputs, such as seeds, fertiliser, and labour-intensive was recommended. In addition, this research revealed that farm size affects outputs, indicating that large farms were more technically efficient than smaller farms. Additionally, education level influenced TE. The LAPS was one of the policies supported by the government that aimed to increase farmers' outputs.

Principles of microeconomics (I)

Abstract: Economic profit = total revenue total economic cost • Total economic cost includes the value of all inputs used in production. • Normal profit is an economic cost since it occurs when economic profit is zero. It represents the opportunity cost of labor and capital contributed to the production process by the producer. • Accounting profits are computed only on the basis of explicit costs, including labor and capital. Since they do not take "normal profits" into consideration, they overstate true profits.

Measuring the Technical Efficiency of Certified Organic Rice Producing Farms in Yasothon Province: Northeast Thailand

Abstract: Rice production holds a significant position in the Thai economy. Although it is the world’s largest rice exporter, Thailand’s increase in rice production is the result of an expansion in the cultivation area rather than an increase in yield per unit area. The present study was designed to estimate the technical efficiency and its governing factors for certified organic rice-growing farms in Yasothon Province, Thailand. A data envelopment model was employed to assess the technical efficiency of 328 farmer groups. The data revealed that the average technical efficiency was 23% and 28% under constant returns to scale (CRS) and variable returns to scale (VRS) specifications, respectively. Farmers can reduce the use of machinery, fertilizer, seed, and labor as input factors by about 80.1%, 25.62%, 24.72%, and 19.15%, respectively, while still achieving the same level of output. Multiple regression analysis was applied to estimate factors that affect the pure technical efficiency score (PTES) in the test regions. Results show that household size, farm size, water source, market accessibility, health symptoms, income, and labor were highly related to the TES and the amount of organic rice production. The regression coefficients of the predictors show that the income was the best predictor of the PTES at a significance level of p < 0.05. It is concluded that the farmers can potentially increase their yields by up to 72%–77% under current management practices.

Drivers, outcomes, and moderators of consumer intention to buy organic goods: Meta-analysis, implications, and future agenda

Abstract: We develop an integrated conceptual model of the drivers and outcomes of consumers’ intentions to buy organic goods, anchored on the Theory of Planned Behavior. Our meta-analysis uses data extracted from 149 studies reported in 135 articles. The results indicate that, as opposed to consumers who are price-conscious, individuals who are environmentally, health, and safety conscious are more likely to develop a favorable attitude toward organic goods, have a higher level of subjective norms, and maintain stronger personal behavioral control. These constructs positively affect consumer intention to buy organic goods, which ultimately leads to their actual purchase. Hofstede’s cultural dimensions (i.e., individualism, masculinity, power distance, uncertainty avoidance, long-term orientation, indulgence) were also found to play a pivotal role in moderating most causal relationships between constructs of the model. It was also revealed that studies focusing on organic food exhibited stronger effects on construct associations compared to studies examining non-food products.