Factors Affecting Consumers’ Decision to Purchase Organic Products in Kalasin Province

Abstract

The objectives of this study were (1) to study the personal factors affecting the consumer's decision to purchase organic agricultural products in Kalasin Province; and (3) to study the relationship between personal factors and marketing ingredient factors affecting consumer choice of organic products in Kalasin Province. The population in this research was consumers who had bought or participated in the decision to purchase organic products in Kalasin Province.a total of 400. The instrument using an online questionnaire as a data collection tool and One-Way Anova Ftest and Pearson product-moment correlation coefficient. The results of the research showed that Consumers who used to buy or participated in the decision to buy organic products in Kalasin province. From a sample of 400 people, most of them were female. Age range from 31 - 40 years, education level, diploma, personal business career and monthly income less than 15,000 baht. Results of the analysis of factors affecting the decision to buy organic products of consumers in Kalasin Province At the statistical significance level of 0.05, it was found an occupational factors were different. Affects consumers' decision to purchase organic products in Kalasin Province. In terms of marketing mix factors, it was found that product factors and producer business model factors The difference affects consumers' decision to buy organic products in Kalasin Province the most.