Trust and Psychosocial Influences of Consumer Intention to Purchase PGS-certified Fresh Vegetables
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Abstract
This research aims to analyze the causal relationships and influences of trust, perceived value of chemical-free vegetables, health consciousness, fresh vegetable availability, and social psychological factors on the intention to purchase fresh vegetables certified under the Participatory Guarantee System (PGS). The study surveyed 526 fresh vegetable consumers in Bangkok using questionnaires and analyzed the data through path analysis.
The findings reveal that trust, perceived value of chemical-free vegetables, health consciousness, attitudes, subjective norms, and perceived behavioral control have positively influence the intention to purchase PGS-certified fresh vegetables. The availability of PGS-certified fresh vegetables shows a negative effect, yet the magnitude of this effect is small. Trust is a crucial factor directly impacting attitudes, perceived behavioral control, and subjective norms, which, according to the Theory of Planned Behavior, are critical determinants of purchase intention. The findings indicate that government agencies and private sector organizations should increase public awareness of PGS standards through strategies such as public relations campaigns. These efforts can enhance consumers’ perceived value and confidence, thereby fostering greater intention to purchase PGS-certified fresh vegetables.
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บทความทุกบทความเป็นลิขสิทธิ์ของวารสารวิชาการมนุษยศาสตร์และสังคมศาสตร์ มหาวิทยาลัยบูรพาเท่านั้น
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