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Consumers’ Perception and Behavior of Organic Food in Chiang Mai, Thailand

Presenter: Parichard Sangkumchaliang. 泰國清邁市消費者對有機食品認知與消費行為之研究. Consumers’ Perception and Behavior of Organic Food in Chiang Mai, Thailand. 泰國清邁市消費者對有機食品認知與消費行為之研究. 1. Contents. 1. Introduction. 2. Objectives. 3. Methodology. 4. Results. 5. Conclusions. 6. Recomendations. 6.

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Consumers’ Perception and Behavior of Organic Food in Chiang Mai, Thailand

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  1. Presenter: Parichard Sangkumchaliang 泰國清邁市消費者對有機食品認知與消費行為之研究 Consumers’ Perception and Behavior of Organic Food in Chiang Mai, Thailand 泰國清邁市消費者對有機食品認知與消費行為之研究 1

  2. Contents 1 Introduction 2 Objectives 3 Methodology 4 Results 5 Conclusions 6 Recomendations 6 Acknowledgement 2

  3. Introduction • Food consumption patterns are rapidly changing as a results of environment issues, concern about the nutrition value of food and health issues. Environment Health Nutrition value Source: http://www.northviewvolleyball.com/Images/stethescope.jpg http://www.sustainableprocurement.net.au/environmental.html (Tsakiridouet al., 2008; Briz and Ward, 2009) 3

  4. Literature Review • Organic products are food produced without artificial fertilizer or chemical pesticides, nor containing artificial coloring, flavoring or aromatic substances, preservatives, or genetically modified ingredients. • The interest of consumers and public institution in organically produced foods has increased, mainly in developing countries, in response to consumers’ concerns about food safety, human health and the environment. (Magistris and Gracia, 2008; Tsakiridouet al, 2008) 4

  5. Introduction • The organic foods market has become one of the rapidly growing sectors of most developed agricultural economies around the world (Radman, 2005; Chen, 2007; Essoussi and Zahaf, 2008) Source: http://www.uosb.co.uk/Portals/1/consumer.jpg 5

  6. Organic agriculture in Thailand 6.25 Rai ≈ 1 Hectare Rai Figure 1. Organic Production Area in Thailand Panyakul, 2009 6

  7. Market Situation in Thailand • Almost all certified organic products are currently exported with only a small amount of products on the domestic markets • Thai consumers are often confused about organic, safe, and hygienic food products • There are 3 channels where such products are sold and these include supermarket chain, special shop, and direct marketing (Schobesbergeret al., 2008; Wyatt, 2009) 7

  8. Objectives 8

  9. Methodology Chiang Mai Province Figure 2. Map of Thailand Source: http://www.google.co.th/images?rlz=1T4SKPT_enTW397&q=map%20of%20Thailand&um=1&ie=UTF 9

  10. Methodology Table 2. Study Site and Sampling 10

  11. Methodology Table 3. Content of the Questionnaire 11

  12. Methodology • Data Analysis • The data was processed with SPSS 17.0 • Descriptive statistics • Cross tabulation • Chi-square test 12

  13. Results Table 4. Prices of organic and conventional vegetable Note: Taking from tags in a market in Chiang Mai City in February 2010 35 Baht≈1$US (April 2010) 13

  14. Results Figure. Categorize of the respondents

  15. Result Table. Demographic Characteristics of Respondents

  16. Results Figure 5. Assessment of statements about organic farming 16

  17. Results Note: buyers and non-buyers (n=348); p<0.001 Figure 6. Percentage of evaluation of organic knowledge per group 17

  18. Results • More than half of consumers, they are not sure about the organic labeled products. Figure 9. Consumers’ perception about trust the organic labeled products 18

  19. Results • More than half of consumers, they said that the price of organic products are reasonable but some of consumers they said the price of organic products still expensive. Figure 10. Consumers’ perception about price of organic products 19

  20. Results Figure 11. Reason why consumers buy and buy more organic products 20

  21. Results Figure 12. Reason why consumers do not buy organic products 21

  22. Results Motives Barriers Figure 13. What are consumers thinking about organic products 22

  23. Conclusions • Almost of the respondents had already heard organic term and more than half had already bought organic products. • The organic buyers in Chiang Mai City tend to be older and have children in household. • The main motives to purchase organic food are health benefits, the environmental benefits and support local or small farmers. • The main barriers to purchase organic products are the lack of information about organic farming method and also the products labels. 23

  24. Recommendations • It would be advisable for to renew their policy about safe food labels to avoid confusing among consumers • Increasing the purchasing frequency of those who aware and who purchase them for health and environment reasons could be achieved by improving availability • Consumers should be provided with additional information on organic farming and the distinctiveness of organic food compared to safe food 24

  25. Acknowledgement Advisor: Dr. Huang, Wen-Chi

  26. Thank you for your attention

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