Attitude, Trust, Subjective Norm, Perceived Behavioral Control, Brand Positioning, and Price Affecting Intention to Purchase Local Organic Products of Consumers in Bangkok

Abstract

The purpose of this study was to investigate attitude, trust, subjective norm, perceived behavioral control, brand positioning, and price affecting intention to purchase local organic products of consumers in Bangkok. The close-ended survey questionnaires were applied for gathering the data from 400 consumers who were interested or had intention to purchase local organic products and lived in Bangkok. The findings were found that the majority of respondents were females, married, and had the age above 32 years old. Most of them were company employees and earned monthly income between 30,001-45,000 Baht. Additionally, the results revealed that brand positioning, trust, and price were the three significant factors that affected intention to purchase local organic products of consumer in Bangkok at the significance level of .05. On the other hand, perceived behavioral control, subjective norm, and attitude did not affect intention to purchase local organic products of consumers in Bangkok.