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Factors Influencing Organic Food Consumption

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3.2 Influencing factors toward organic food consumption
3.2.1 The Value Theory and Personal value
Value can be defined as “ value refers to an enduring belief that a specific end state of existence of a specific mode of conduct is preferred to a different-end state or mode of conduct for living one’s life” (Rokeach, 1973). There are five feature of the conception of basic value that described by Rokeach as followed; Value are beliefs explains people’s belief that associated inextricably to emotion, Value are motivational construct refer to desirable goal that people attempt to achieve, Value transcend specific actions and situations describe the abstract nature of value that differs from norm and attitude and that related to the specific actions …show more content…

Ajzen (1991) had mentioned that the intention to perform behaviour can be predicted by attitude toward behaviour, subjective norms (social norms) and perceived behavioural control. Attitude toward behaviour refer to the degree to which a person has a favourable or unfavourable evaluation of behaviour of interests, it conduces to the performing behaviour. Subjective norms refer to the belief about whether most people approve or disapprove of the behaviour. It relates to a person's surrounding influence one’s behaviour performing or not to perform behaviour. Perceived behavioural control refer to whether a person easily to consume the product or service or the consumption is difficult and it varies across situation and actions. These factors also associated with perceived availability and perceived consumer effectiveness. Moreover, Theory of Planned Behaviour (TPB) has often been used to predict the consumer behaviour in the field of study of food choice and it has also been applied to model the organic food choice (Chen, 2007; Saba and Messina …show more content…

The target group are shoppers and visitors of the organic shops, organic markets and supermarkets across Khon Kaen, Thailand where is central of the northeast area with filled with all age groups since this target group could be able to represent organic and non-organic consumers who will influence organic consumption and the market growth. By doing this, these research questions to be answered:

1. What is target group’s perception towards organic foods?
2. What are the factors that can influence target group to purchase organic foods?
3. What are the barriers that can limit target group to not purchase organic foods?

5 Research Methodology
A self-administered questionnaire will be used as the main method to collect the data from the target group. The main sampling method will be used to recruit the respondents is random sampling. The questionnaire will be distributed around organic shops, organic markets and supermarkets in Khon Kaen, Thailand and approximately 200 respondents will be recruited to fill in the questionnaire as the representative of the target

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