Intention to Purchase Fresh Gricultural Products Via Online Platforms in Bangkok and its Vicinity.
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Abstract
This research aims to study the intention to purchase fresh agricultural products through online platforms in the Bangkok Metropolitan Region and its vicinity. It examines the intention to buy fresh agricultural products online, influenced by self-identity, long-term consumer trends, consumer ethical values, and consumer social group engagement. These factors affect the purchasing intentions of consumers, who tend to prioritize group benefits and expected social values in buying fresh agricultural products. Data was collected through questionnaires from 400 respondents in Bangkok and its vicinity, and multiple regression analysis was conducted.
The results show that all four variables significantly positively impact purchasing intentions, with consumer long-term outlook having the most substantial effect. This implies that consumers' perceptions of future benefits and long-term trends play a crucial role in influencing their purchasing intentions. Therefore, Thai farmers and agricultural marketers can influence consumer purchasing intentions and promote sustainable consumption practices by focusing more on these factors in their marketing and communication strategies.
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