Market Dynamics and Consumer Behavior Changes of Herbicide Substitution After Thailand’s Paraquat Ban

Abstract

This thematic paper analyzes the impact of Thailand’s 2020 paraquat ban on herbicide market dynamics and farmer consumer behavior, with a focus on why glufosinate-ammonium, the primary legal substitute, did not achieve the expected market success. The study aims to identify economic and behavioral factors influencing herbicide substitution. The research uses a qualitative case study approach, which was employed using both primary and secondary data. Primary data were collected through in-depth interviews with one marketing manager from the Beef Company, four farmers, and one agricultural chemical retailer. Secondary data were obtained from Thai government agencies, and reputable news sources. Data were analysed using demand–supply analysis and consumer behaviours concepts. The findings indicate that the paraquat ban caused market distortion rather than full substitution. Consequently, demand for glufosinate-ammonium remained limited. The study concludes that policy enforcement and behavioral alignment are essential for effective herbicide transition.