Factors Affecting on Pork Purchasing from shop with “LIVESTOCK OK” Certificate in Bangkok
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Abstract
Currently, the consumption of pork may pose risks due to disease outbreaks, contamination, or the use of chemicals in the rearing process. This problem has led consumers to pay more attention to the quality and safety of pork products. To address these issues, the Department of Livestock Development has established the "Livestock OK" Certificate Program to certify outlets selling animal products that meet safety and quality standards. This study aims to investigate consumer awareness of the "Livestock OK" Certificate and analyze factors influencing consumers' decisions to purchase fresh pork from outlets displaying the certificate. Based on a sample of 279 individuals in fresh markets in Bangkok, the study finds that 15.10% of respondents are aware of the "Livestock OK" Certificate. After receiving information about the "Livestock OK" certificate, 73.10% of respondents indicated they would definitely purchase fresh pork from vendors with the certification. The factors influencing this decision include behavioral observations of the "Livestock OK" Certificate, awareness of the risk of illicit pork imports, knowledge and understanding of risks, and attitudes towards the certificate. Therefore, to enable consumers to access pork vendors with the "Livestock OK" Certificate more widely, the Department of Livestock Development should provide support and promote consumer awareness. In addition, the Department of Livestock Development should encourage pork farmers and vendors to recognize the importance of food safety.
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