Factors Affecting Consumer Confidence in Purchasing Fruit and Vegetable Products in Certified Fresh Market

Abstract

This article aims to (1) study the level of knowledge and behavior of consumers in selecting vegetables and fruits in “Starred Fresh Markets”, (2) examine consumer confidence in purchasing vegetables and fruits in these markets, and (3) categorize consumers based on their purchasing choices in these markets. This research is quantitative, using questionnaires to collect data from 400 consumers in the Bangkok area who shop for vegetables and fruits in Starred Fresh Markets. The data was analyzed using the cluster analysis technique, specifically the K-means Cluster Analysis method. The study found that the majority of respondents were female, aged 21-30, held a bachelor's degree, were single, worked as company employees, and had an average income of 30,862.3 baht. The Q standard certification was the most recognized among them. Most respondents visited the Starred Fresh Markets 1-3 times per week and had a high level of confidence in the markets and products sold. Consumers were categorized into two groups: Group 1, comprising 239 individuals, had high confidence and the highest likelihood of purchasing, while Group 2, with 161 individuals, had lower confidence levels. Regarding knowledge and recognition of standard certifications, Group 1 was more experienced in recognizing certification marks, distinguishing agricultural systems by certification, and accurately understanding the meaning of agricultural systems compared to Group 2. The findings suggest that market operators should maintain high standards and regularly inspect product quality and prices to enhance consumer confidence. This approach aims to standardize fresh markets across Thailand and provide guidance to both government and private agencies involved in certification to promote widespread awareness of certification standards.