Journal ArticleDOI
Community enterprise consumers’ intention to purchase organic rice in Thailand: the moderating role of product traceability knowledge
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TLDR
In this paper, the authors examined consumers' purchase intention towards organic rice, using traceability information, and investigated the direct and moderating roles of product traceability knowledge, using the theory of planned behaviour.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.read more
Citations
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Drivers, outcomes, and moderators of consumer intention to buy organic goods: Meta-analysis, implications, and future agenda
TL;DR: This paper developed an integrated conceptual model of the drivers and outcomes of consumers' intentions to buy organic goods, anchored on the Theory of Planned Behavior, and found that individuals who are environmentally, health, and safety conscious are more likely to develop a favorable attitude toward organic goods.
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How Collectivism Affects Organic Food Purchase Intention and Behavior: A Study with Norwegian and Portuguese Young Consumers
TL;DR: In this paper , the authors examined the impact of collectivism on the determinants of organic food purchase intention and behavior, and found that collectivism positively impacts attitude, subjective norm, perceived price, and environmental concern towards organic food.
Journal ArticleDOI
Strategic guidelines for community enterprise development: a case in rural Thailand
TL;DR: In this paper, the authors used a qualitative approach through in-depth interviews with the community enterprise leader and committee members, and focus group discussion with eight rice production community enterprise (RPCE) members, purposively selected in Chachoengsao, Thailand.
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Exploring Common Method Variance in Analytics Research in the Indian Context: A Comparative Study with Known Techniques
TL;DR: In this paper , the authors make a comparative study upon common method variance with three known techniques, i.e., Harman's single-factor test, the common latent factor technique and the comprehensive confirmatory factor analysis marker approach.
Journal ArticleDOI
Assessing the role of organic food supply chain traceability on food safety and consumer wellbeing: A mediated-moderation investigation
Zhou Guanqi,Mudassir Husnain +1 more
TL;DR: In this paper , a comprehensive framework for examining the relationships between organic food supply chain traceability, consumer wellbeing, and food safety trust based in organic food sector is proposed, which contributes to the theory of dynamic capabilities as well as organic traceable product marketing strategies.
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