Factors Affecting Purchase Intention of the Processed Organic Food and Beverage of Customer in Ubon Ratchathani Province
Keywords:
Organic, Processed Food and Beverage, Purchase IntentionAbstract
The purposes of this research aim to investigate the level of customer’s opinion to factors affecting to purchase intention the processed food and beverage in Ubon Ratchathani province and factors affecting to purchase intention the processed food and behavior of customer in Ubon Ratchathani province. Quantitative research was used to test the proposed hypotheses by collecting the data from 385 consumers who had purchased the organic food and beverage and were over 18 years old. The multiple regression was used to formulate the hypothesis testing. The result revealed that the perceived quality, knowledge of organic, attitude toward organic product, a subjective norm, and environment concern Influence on intention to buy organic food and beverage products. The research also contributes both theoretical and managerial implication.
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