Factor that influence purchase intention of organic food in Thailand.

Abstract

As the cost of living and diet-related disease rise each year, people start to eat healthy and organic food in order to prevent those diet-related diseases such as obesity, cardiovascular diseases, cancers, and etc. Apart from that, consumers also play more attention on environmental impact from what they decide to purchase or consumer. Even the price tags on those healthy products and foods are quite high, people, especially those who earn high income, are willing to pay for them. In this paper, researcher would like to bring out the factors which influence purchasing decision of consumers who decide to select healthy and organic food when they shop. There are 4 factors, price, concern for health, concern for environment, and availability, that have impact on purchase intention toward organic food according to many scholars and previous researches. Some of them is very important in the eyes of consumers, but has no correlation on purchase intention at all.

KEY WORDS: Organic Foo/ Concern for Health/ Price of Organic Food/ Concern on Environment/ Availability of Organic Food