DIGITAL MARKETING STRATEGY ACCEPTANCE AND ORGANIC FERTILIZER PURCHASE BEHAVIOR AMONG ORGANIC FARMERS IN CENTRAL THAILAND
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This research article aimed: 1) To analyze the factors influencing digital marketing strategy acceptance among organic farmers in Central Thailand; 2) To examine the serial mediation mechanism from digital marketing strategy acceptance to actual organic fertilizer purchasing behavior through attitude and purchase intention; and 3) To investigate the moderating roles of contextual factors on the relationship between purchase intention and actual purchasing behavior. A mixed-methods research design was employed. The quantitative sample consisted of 400 organic farmers, selected through multi-stage stratified random sampling across eight provinces in Central Thailand. Qualitative data were collected from 12 key informants through purposive sampling. Data were analyzed using Structural Equation Modeling (SEM), serial mediation analysis via the bootstrap method, moderation analysis, and thematic analysis. The findings revealed that: 1) The factors influencing acceptance, in descending order, were digital literacy (β = 0.29), organic fertilizer product knowledge (β = 0.23), technology accessibility (β = 0.20), social influence (β = 0.18), and trust (β = 0.14), while perceived risk exhibited a negative influence (β = −0.11); 2) The serial mediation mechanism demonstrated a significant indirect effect of 0.08 (95% CI [0.048, 0.116]), confirming the pathway from acceptance through attitude and purchase intention to actual purchasing behavior; and 3) Community influence (β = 0.19) exhibited a stronger moderating effect than government support (β = 0.16), reflecting the collectivist culture of Thai society. The theoretical contribution is the F-A-R-M Model (Foundation-Appraisal & Acceptance-Readiness-Moderated Behavior), an integrative framework explaining the process from digital marketing strategy acceptance to organic fertilizer purchasing behavior. The findings offer practical implications for developing digital marketing strategies for agribusiness enterprises and formulating policies to promote organic agriculture.
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