FACTORS AFFECTING THE USE OF ORGANIC PRODUCTS WITH MOBILE APPLICATION: THE CASE OF THAI CONSUMERS

Abstract

The general population has grown more conscious and concerns related to their food and health, organic consumption has been accelerated globally, including Thailand. In addition, with the advance technological development and in purchasing behavior, consumers are reforming their buying activities from offline channels to online channels. Evidently, people refashioned their habit of buying at physical stores onto groceries shopping through electronic mobile devices. Therefore, the objective of this research is to investigate factors that affect the intention to use a mobile application that can connect farmers directly to Thai consumers. The goal of this study is to identify which features in a mobile application that matter from a consumer point of view. In order to develop this research, a quantitative survey is used to gather data from Thai respondents that are interested in organic products and own a smartphone. A total of 119 respondents can be used in finding the factors that affect organic mobile application. The SPSS program was implemented to analyze data from survey questions and operate factor analysis as well as multiple regression analysis. Reliability, Traceability, and Hygiene Standard are the three components found in factor analysis. Nevertheless, through multiple regression analysis, only Traceability is the only factor that affects the respondents’ intention to use this mobile application.