Enhancing Organic Agricultural Products: Analyzing Communication and Decision-Making Determinants

Abstract

This study was a collaborative effort focused on (1) analyzing communication processes and assessing perceptions to support the development and enhancement of organic agricultural products in the Doi Saket District, Chiang Mai Province, and (2) investigating the determinants influencing decision-making processes for purchasing organic agricultural products in the same district. A mixed-methods research approach was employed. The qualitative inquiry involved informal interviews and participatory observations with community leaders, community enterprise leaders, and representatives of organic farmers in the Doi Saket District. Concurrently, the quantitative research used inferential statistics to collect essential and empirical data from real locations, surveying 328 people.  This collaborative approach ensured that all stakeholders were included and their perspectives were considered in the research process.

The findings indicated that farmers were actively engaged in communication efforts by establishing community organizations that fostered collective self-reliance. Village elders and leaders of agricultural groups within these communities played crucial roles in facilitating participatory engagement, leading to the effective implementation of initiatives. This process facilitated the development of packaging and product branding strategies designed to convey organic agricultural products' safety and quality standards. The study also revealed the significant influence of packaging and branding elements on the decision-making process for purchasing organic farming products, accounting for up to 14.6% of the variance in purchasing decisions.