Consumer attitudes and subjective norms affecting organic food purchase decision of consumers in Bangkok

Abstract

The purpose of this research study was to investigate Consumer Attitudes and Subjective Norms Affecting on Organic Food Purchase Decision of Consumers in Bangkok area. The closed-end questionnaires were applied for data collection in this research study. The majority of 270 respondents were female with the age between 21-30 years old. Most of them finished Bachelor’s degree, working as company employee, and have monthly income less than 21,000 THB. More than 60% of the respondents had consumed organic food in the past three months and 35% had consumed organic food once a month. The results from this research revealed that subjective norms and health consciousness were the two significant factors that affected organic food purchase decision of consumer in Bangkok at the significant level of .05. On the other hand, food safety, environmental concern, animal welfare, and local origin did not affect organic food purchase decision of consumers in Bangkok.