Main Article Content
The demand of organic food in Thailand has risen consistently with the increase in awareness of health and environmental issues as the global organic food market has grown tremendously over the past decade. Such trend is reflected in consumers’ perceptions and attitudes towards organic food products. The current study examines the factors that predict the intention to purchase OTOP snack food products among international consumers in a Thai province (Phuket), using a questionnaire survey distributed to four hundred (400) respondents. The Theory of Planned Behavior shaped the research framework and hypotheses development.
Using a linear regression equation, subjective norms, behavioral control, and attitude factors namely health and environment consciousness, product trust and product attributes were modeled to impact the purchase intention of OTOP snack food products. The results of the multiple regression revealed that subjective norms and behavioral control exerted significant positive effects on the purchase intention of OTOP snack food products. However, only two factors of attitude (product trust and product attributes) were statistically significant with the purchase intention but health & environment consciousness were found to be statistically insignificant. Hence, the conclusions of the research indicated that more efforts need to be exerted to promote consumption growth and should focus on international consumers’ awareness of health and environment consciousness.
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