The Effect of Environmental Consciousness on Organic Food Consumers Purchasing Intention in Thailand through Attitude as a Mediator
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Abstract
The purpose of this research is to investigate the effect of environmental consciousness on purchasing intention of consumers on organic food in Thailand and to investigate the effect of environmental consciousness on purchasing intention of consumers on organic food in Thailand through attitude as a mediator. This quantitative research utilized questionnaires as the data collection tool. The sample involved 389 consumers of organic food in Thailand. The data was analyzed using descriptive statistics and structural equation modeling (SEM) to test the research hypotheses. The findings revealed that: 1) Environmental consciousness influence purchasing intention of consumers on organic food in Thailand. 2) Attitude is partial mediation of the effect of environmental consciousness on consumers purchasing intention organic food in Thailand, with statistical significance at the 0.01 level. The theoretical contribution of this study lies in its validation of the theories related to consciousness and purchasing intention. The research results can be applied to research related to consciousness and purchasing intention of organic food in Thailand. Practically, the findings provide valuable insights for entrepreneurs to improve the policies and guidelines for planning marketing strategies which focus on the environment and the attitude to appropriately respond to the purchasing intentions of consumers of organic food in Thailand
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