Factors Influencing Consumer Decision-Making Behavior in Purchasing Organic Agricultural Products in Phayao Province
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Abstract
This research aims to study the factors influencing the purchasing behavior of consumers in the organic agricultural product market in Phayao province. The population and sample group consist of consumers in Phayao province, totaling 425 individuals. Quantitative research methods were employed using a questionnaire as the data collection tool. Descriptive statistical methods, including percentages and averages, were used to present general information and buying behavior patterns of organic agricultural products. The research hypotheses were tested using Binary Logistic Regression analysis with forward stepwise logistic regression for variable selection. The findings indicate that factors influencing the past purchasing behavior of organic agricultural products in Phayao province include consumers' knowledge and understanding of organic products, awareness of environmental issues related
to organic products, and familiarity with various organic farming standards. Consumers with greater knowledge and understanding, as well as a positive perception of the environmental impact of organic products, are more likely to purchase organic agricultural products. Additionally, factors such as taste preferences and the perceived superior quality of organic products compared to conventional ones contribute to increased purchasing. The goodness of fit of the model by using Hosmer and Lemeshow is a statistical significance at the 0.05 level with c2 = 9.029, Sig. = 0.340. The prediction model is correct overall, 69.7 percent. Furthermore, factors have a positive influence on future purchasing decisions for organic agricultural products in Phayao province include 1) consumers' past experiences 2) knowledge and understanding of organic products, and 3) sensory attributes such as taste, color, and smell. As for social media factors, they have a negative influence on consumers' decision to purchase organic products. The goodness of fit of the model by using Hosmer and Lemeshow is a statistical significance at the 0.05 level with c2 = 6.894, Sig. = 0.548. The prediction model is correct overall, 88.4 percent.
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