Thesis CONSUMERS' AWARENESS AND INTENTION TO PURCHASE ORGANIC VEGETABLE PRODUCTS IN PHNOM PENH CITY, CAMBODIA

KHON KAEN UNIVERSITY
Thesis Defense
Consumers Awareness and Intention to Purchase Organic Vegetable

Products in Phnom Penh City, Cambodia
MR. SOTHEA KOUY ID: 5750300708

Date: March 25, 2016 (9:30-12:00)
Faculty: Agriculture
Advisor: Dr. Parichard Sangkumchaliang
Department: Agricultural Economics

Co-Advisor: Asst.Prof. Satit Aditto
1
CONSUMERS AWARENESS AND INTENTION TO PURCHASE

ORGANIC VEGETABLE PRODUCTS IN PHNOM PENH CITY,
CAMBODIA
Thesis Outline:
I.
Introduction
II.
Literature Review
III.
Research Methodology
IV.
Results and Discussions
V.
Conclusions and Recommendations
I. Introduction
Monsoon (80% of citizen concerned with

Agriculture)
-Land:
181,035 (2.5% of water)
-Population: >14.8
I. Introduction (Cont.)
Highest education farmer (50.5%-secondary school )
illiteracy rate for men 85% > women 71%
28% of PP live under poverty line
World trend tend to use chemical produce more output
Cambodia has used more than 3,200,000 liter per years
MAFF & Gtv has not yet constitute organic law
-Sub Degree on 28th October, 1998
-Constructed Millennium Development Goal
-Rectangle Strategy
sub degree on 28th October

1998
ga
r
o
d
worl
ket
r
a
n ic m
1. Greece
2. Mexico
3. Kazakhstan
n
o
i
ill
m es
.5 tar
7
3 ec
h
ed
A eer
US on try
pi u n
co
1. USA- 22,590 106

2. Germany- 7,040 106
3. France- 4,004 106
Largest Organic Market
63.8
nU
o
i
l
l
i
b
Increasing Organic land
n
io
ill
m s
9 er
1. rm
fa
15.2
nU
o
i
l
l
i
b
99
9
1
s in
r
a
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l
do
12
0
2
s in
r
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o
cc
4
4
1166
(FiBl & IFOAM,

2014)
s
iriees
nnttr
Research Objective
To identify the demographic characteristics and purchasing pattern
of organic consumer
To comprehend consumers knowledge about organic label and
organic term
To explore main factor affecting on consumers intention to
purchase organic vegetable
The model and theory examine deeply on major issues leading
consumers intention to purchase organic goods as following :
ethical lifestyle
health consciousness
price perspective
food safety concern
product attribute
product availability
consumers trust.
10
II. Literature Review
11
(Ajzen,
1991)
(Fishbein &Ajzen,
2011)
Theory of Reasoned Action
12
13
Behavior attitude ( think & feel about

Capable &behavior)
confident
Affective attitude ( Is behavior enjoyable or not ?)
Instrumental attitude (Is behavior beneficial or
harmful ?)
Injunctive Norm ( others encourage the behavior)

Descriptive norm (others do the behavior as well
14
Eating organic good is enjoyable & believe to get

benefited
Supporte
d & other
peers
also
eating
organic
vegetabl
e
Strong
intention
More likely
to engage
that
behavior
Feel has ability to meet demand

15
Product
Attribute
Affective
Conceptual Framework
Nutrition
Health
Concern
Food
Safety
Concern
Behavi
or
Attitud
e
Environmenta
l Concern
Animal
Welfare
Ethical
Lifestyle
Theory of
Planned
Behavior
Instrumen
t
Significant
Person
Price
Injunctiv
e
Subjective
Norms
Promotion
Society
Product
Availability
Notion
s
Intention
to
Purchase
Organic
Vegetable
Self
Philosophi
es
Behavior to
Purchase
Organic
Vegetable
Theory of
Reasoned
Action
Descriptiv
e
Easy &
difficult
Perceived
Behavior
Control
Socio-Economics
Research Hypothesis
17
Summary of research hypotheses

Number
H1
Research hypotheses
Consumers concerns about health have a positive influence on the intention to purchase
organic vegetables.
H2
Consumer ethical issues have a positive significant impact on the intention to buy organic
vegetables.
H3
Price has significant impact on the intention to buy organic vegetable
H4
Consumer concern about food safety has a positive influence on consumers' intention to
buy organic vegetables.
H5
Product attribute has a significant impact on the intention to buy organic vegetables.
H6
Product availability has significant influence on consumers intention to buy organic

vegetables
H7
Trust has a positive impact on consumers intention to purchase organic vegetables.

18
III. Research Methodology

June 2015
till July 2015
456 sample
from
supermarkets
Structure
questionnaire
IV. Research
Procedures
Market
Survey
Convenient
sampling
19
III. Research Methodology (Cont.)

2
Z pq
n
2
e
(Ary, Jacobs, Razavieh, & Sorensen, 2006; Cochran, 1963)
n represents the respond of consumers- are the sample size

Z represents confident level at 95% correspond to a Z score equal 1.96 under
normal curve
e represents the level of precision or margin of error or confident interval of 5 %
p represent estimated proportion of an attribute or standard deviation that is
present in population equal 0.5 (maximum variability)
q equal 1-confident interval at 95% equal 0.5
2
(1.96) (0.5)(0.5)
n
385samples
2
0.05
20
d
e
us
ly r
r
a ste
l
u ni
p
i
o
P m
ad
&
o
p
s
e
r
y
l
b
i
ns
21
Table 3.2 Variables and measurements of supermarket and organic food shop
N0
Name
1 GENDER
Label
Gender
Age
Measure
Nominal
nd
a
d
e
&
s
i
y
v
l
e
e
r
s
i
s
c
a
STATUS
Status
e
r
w
p
n
s
n
o
e
i
l
o
i
s
b
s
r
a
r
e
i
r
v Member of household
ve
a
MEMBER
h
v
r
s
e
i
n
l
i
g
m
a
n
h
m
E
K
5
o
t
2
KIDS
e 15 years old living in your household?
te Are there anyrekidsaunder
r
a
l
s
n
e
h
tra
T
.
OLDPP
Are
there
any older people above 60 years old living in your household?
a
s
r
e
v
vice
EDUCATION
What is your highest education?
OCCUPATION
What is your employment?
Nominal
INCOME
What is your approximate monthly personal income?
Ordinal
10 DISEASE
Have you or your family had serious disease?
Nominal
11 HEARD
Have you ever heard organic term?
Nominal
12 KNOWLEDGE
How well do you know about organic product?
Nominal
3
4
5.
6
AGE
Scale
Nominal
Scale
Nominal
Nominal
Ordinal
22

3.1 Questionnaires
- one endogenous-intention to purchase (IT) (5 statements)
- seven exogenous variables
consumers ethical lifestyle (EL)-4 statements
health consciousness (HC)-3 statements
price perspective (PP)-3 statements
food safety concern (FS)-4 statements
product attribute (PA)-4 statements
product availability and convenient (AC)-3 statements
consumers trust (CT)-4 statements.
23

Table 3.3 Statement of agreement of reason of purchasing about organic vegetable (41 items)
5
n
i
g
n
uri
s
a
e
em
r
e
w
s
t
n
e
em
t
a
t
s
30
e
l
a
c
s
likert
24

To achieve this research, many vital Instruments were used
Questionnaires as primary data
Journals, books, & internet as secondary data
Data Analysis
Ms. Excel
SPSS 22
Reliability test, principal component analysis, bivariate
analysis, multiple regression analysis
Endnote X7 (assists in reference)
25
IV. Results and Discussions (Cont.)

1. Demographic characteristic and purchasing pattern analysis
Table 4.1 Socio-demographic status of respondents
Respondents Age
Respondents Gender
15%
52%
49%
3%
18-30 Year
31-45 Year
46-64 Year
Male
82%
Average 27 Year
26

Respondents Occupation
Respondents Status
8%
23%
2%
69%
98%
Employment
Household
Single
Marriage
Married with Kids

27

Respondents Education Status
Respondents Monthly Income
Never been to school
11% 1% 1% 4%
10%
Secondary school
High school
73%
9% 3% 16%
Primary school
11%
22%
Bachelor
Master or higher
0-149
451-600
39%
150-300
601-1000
301-450
Over 1000
28

Table 4.2 Organic consumer, non-organic consumer, and never heard organic consumers profile
Socio-Demographic
Frequency
Organic Buyer
Non-Organic Buyer
Never-heard Organic
(N=456)
(n=214) 47%
(n=188) 41%
(n=54) 12%
Gender
(2)=11.314, p <.01**
Male
221
54.3%
37.6%
8.1%
Female
235
40.0%
44.7%
15.3%
Age
(8)=12.633, p >.05
18-25
238
47.9%
41.2%
10.9%
26-35
179
45.8%
44.1%
10.1%
36-45
25
36.0%
36.0%
28.0%
46-55
71.4%
14.3%
14.3%
56-64
57.1%
14.3%
28.6%
Status
(6)=13.674, p <.05*
Single
318
45.9%
43.4%
10.7%
Married
34
35.3%
50.0%
14.7%
Married with kids
103
54.4%
32.0%
13.6%
0.0%
0.0%
100.0%
Divorce
p-value
29

Table 4.2 Organic consumer, non-organic consumer, and never heard organic consumers profile
Socio-Demographic
Frequency
(N=456)
Organic Buyer
(n=214)
Non-Organic Buyer
(n=188)
Never-heard Organic
(n=54)
Education
p-value
(10)=68.571, p <.001***
Iliteracy
0.0%
0.0%
100.0%
Primary school
16.7%
0.0%
83.3%
Secondary school
19
26.3%
42.1%
31.6%
High school
47
51.1%
40.4%
8.5%
Bachelor
333
45.9%
43.8%
10.2%
Master or higher
48
64.6%
31.3%
4.2%
Occupation
(2)=6.929, p <.05*
Employment
435
47.6%
40.0%
12.4%
Unemployment
21
33.3%
66.7%
0.0%
Income (USD/Month)
(10)=23.390, p <.01**
0-149
75
38.7%
41.3%
20.0%
150-300
177
43.5%
49.7%
6.8%
301-450
98
51.0%
34.7%
14.3%
451-600
50
50.0%
36.0%
14.0%
30

Table 4.3 Overall organic consumer profile
Organic Consumers Gender
Organic Consumers Occupation
2%
44%
56%
98%
Male
Female
Employment
Household
31

Organic Consumers Age
17%
Organic Consumers Status
4%
6%
26%
68%
79%
17-30
31-45
46-64
Single
Married with Kids
Marriage
32

Organic Consumers Education
15%
1%
Organic Consumers Monthly Income
Primary school
2%
11%
Secondary school
High school
10%
Master or higher
451-600
36%
23%
150-300
301-450
12%
Bachelor
72%
6% 14%
0-149
601-1000
Over
1000
33

Table 4.6 Organic vegetable purchasing frequency
Buying Frequency
Frequency
Percentage
Mean (SD)
Always
32
15.0
Usually
13
Generally
40
Often
38
6.1 Regular/ heavy

consumer
18.7
were 40%
17.8
Sometimes
21
9.8
Rarely
54
25.2
Seldom
16
7.5
Total
214
Occasional consumer
100 4.07(1.889)
34

Table 4.4. Regular and Occasional organic consumers profile
Socio-Demographic
Frequency (n=214)
Organic Consumer
Regular Buyer (n=85)
Occasional Buyer (n=129)
Gender
Male
120
40.8%
59.2%
Female
94
38.3%
61.7%
18-25
114
41.2%
58.8%
26-35
82
34.1%
65.9%
36-45
55.6%
44.4%
46-55
80.0%
20.0%
56-64
25.0%
75.0%
Single
146
38.4%
61.6%
Married
12
50.0%
50.0%
Married with kids
56
41.1%
58.9%
Age
Status
35

Table 4.4. Regular and Occasional organic consumers profile
Socio-Demographic
Education
Primary school
Secondary school
High school
Bachelor
Master or higher
Occupation
Employment
Unemployment
Income (USD/Month)
0-149
150-300
301-450
451-600
601-1000
More than 1000
Frequency
(n=214)
Organic Consumer
Occasional Buyer
Regular Buyer (n=85)
(n=129)
1
5
24
153
31
100.0%
60.0%
50.0%
35.3%
48.4%
0.0%
40.0%
50.0%
64.7%
51.6%
207
7
39.6%
42.9%
60.4%
57.1%
29
77
50
25
21
12
41.4%
41.6%
42.0%
32.0%
33.3%
41.7%
58.6%
58.4%
58.0%
68.0%
66.7%
58.3%
36

Table 4.5 Organic purchasing pattern and satisfaction status
Most frequently organic product which I buy is/are*
Percentage
Fresh vegetables and fruits
46.10
Rice
25.50
Honey
9.10
Palm Product
10.50
Moringa Product
8.80
Are you satisfied with the range of organic vegetable in the shop?
Percentage
Yes
64.60
No
35.40
( (4)=9.490, p <0.05*)
37

Table 4.7 Price perception ratio between organic and non-organic consumer
Frequency (Percentage)
Price perception
Really high
Organic consumer
Non-organic consumer
12 (6%)
14 (7%)
86 (40%)
100 (53%)
105 (49%)
67 (36%)
Not high
10(5%)
7 (4%)
Really not high
1 (1%)
0 (0%)
214 (100%)
188 (100%)
High
Reasonable
Total
38

Table 4.8 Reason to buy and not to buy organic product
Reason to buy organic vegetable
Reason not to buy organic vegetable

27.6
24.4
21.6
29.6
28.7
13.4
13.1
21.8
13.3
6.6
39

2. Consumers knowledge and market analysis
Table 4.9 Gender, organic knowledge level, and trust level statistics
Items
Frequency
Non-Organic Buyer
Organic Byer
N=402
(n=188) 46%
(n=214) 54%
Gender
Gender
p-value
(1)= 5.694<0.05*
Male
203
44.1%
56.1%
Female
199
55.9%
43.9%
Knowledge Level
(2)= 13.315<0.01**
Littleaa
208
61.20%
43.50%
Someb
170
33.00%
50.40%
A lotc
24
5.80%
6.10%
Trust Level
(2)= 9.949 <0.01**
Trust
177
36.7%
50.5%
Somehow Trust
193
56.4%
40.7%
Not trust
32
6.9%
8.9%
40

Table 4.10: Organic knowledges statements
Statement
Correct (%)
Organic products do not carry pesticide residues

Organic farming is good for the environment and health
86.4
91.6
Organic farming is growth without using chemical sustain
85.5
Organic farming is used only by compost and animal manure
83.2
41

Table 4.12 Consumers awareness about logo
Logos
Have you ever seen this logo?
Is it organic logo?
Yes
No
Yes
No
Count (%)
Count (%)
Count (%)
Count (%)
CEDAC
147 (68.9%)
67 (31.1%)
123 (83.6%)
24 (16.4%)
NAP
61 (28.4%)
153 (71.6%)
53 (86.4%)
8 (13.6%)
COrAA -Organic
COrAA -Chemical
57 (26.5%)
157 (73.5%)
53 (92.7%)
4 (7.3%)
28 (13.3%)
186 (86.7%)
24 (85.2%)
4 (14.8%)
42

Table 4.13 Organic mass media broadcasting
Media
Responses
Range of Media
Number
99
Percent
25.2%
Radio
87
22.1%
Newspaper
19
4.8%
Internet
67
17.0%
Friend
73
18.6%
Agency
23
5.9%
Word of mouth
25
6.4%
Total
393
100.0%
TV
1
3
2
3
43

Table 4.14 Factor influence to buy and buying behavior
Items
Frequency
Percentage
Logo
70
32.7 %
Generic term organic
53
24.8 %
Both
91
42.5 %
117
54.7 %
Another person
12
5.6 %
Self and other
85
39.7 %
Factor influence to buy
Buying behavior based on

Self
44

Table 4.15 Vegetable Price observation in USD per kilogram on July 01, 2015
Item USD per kilogram
Fresh Market b
Supermarket c
Organic community market d
Lemon
1.5
2.5
2.13
Cucumber
0.6
1.1
1.5
Green Melon
0.7
1.4
1.25
white Chinese radish
0.6
1.4
1.38
Bitter melon
0.7
1.6
1.68
1.3
2.5
0.5
0.9
2.5
1.2
1.75
Escaroles
0.8
1.75
Tomatoes
0.7
2.3
1.5
Carrot
Cabbage
Chinese cabbage
45

3. Consumers Intention analysis
Table 4.18 Rotated component matrix for consumers intention toward seven factors
Variable Scale
VARIMAX rotated loading
Scree Plot
F1
F2
F3
F4
F5
F6
F7
F8
CM*
I would buy if I it is more nutritious
PCA with 30 variables, Varimax rotation was0.746

executed
0.746
0.625
I would buy if it is more convenient to get...

I intend to in the next fortnight for my lover
0.558
0.529
I would buy if the price is the same others...
0.524
Intention to purchase (IT)
F1
I would buy if it is environmental friendly...
Health Consciousness (HC)
0.8
0.611
0.588
F2
I care about cholesterol and fat
0.68
I am very self-conscious about my health
0.628
I reflect on my health a lot
0.617
Ethical lifestyle (EL)
According to Rule of Thumb,

456 sample provide a good
reliable factor
0.521
0.626
0.643
0.639
F3
I would pay extra for more environment
0.76
0.673
I dont choose products and brands which
0.666
0.601
I buy environmental friendly non-food

I buy goods or service from charity retail
0.523
0.507
0.415
0.596
46

Table 4.18 Rotated component matrix for consumers intention toward seven factors
Variable Scale

F1
Price perception (PP)
F4
F2
F3
F4
F5
F6
F7
F8
CM*
Bartlett
Test of Sophericity ((435)=4505.406, p <.0001)
0.817
KMO= 0.858>0.6
0.696
Only consumer with higher income can
0.811
0.743
Organic vegetables price are high
0.619
Organic vegetable is beyond my budget
Food safety concern (FS)
F5
Range 0.4 -0.7, >

o.5 was desirable
0.558
I am very concerned about the amount of
0.689
0.639
I am concerned about how food is processes
0.681
0.558
Nowadays most foods contain residues
0.667
0.569
It frighten me to think that much of the
0.625
0.592
Product attribute ( PA)
F6
Color is important for organic vegetable
0.812
0.737
Fresh products is important for organic
0.784
0.727
Appearance is important for organic
0.772
0.690
Tasty and delicious is important for orga
0.514
0.550
47
IV. Table
Results
and
Discussions
(Cont.)
4.18 Rotated component matrix for consumers intention toward seven factors
Variable Scale

F1
Product availability & convenient (AC)
F2
F3
F4
F5
F6
F7
F8
CM*
F7
Organic vegetables are only available in
0.743
0.677
The stores that I frequently shop do not .
0.697
0.594
It is difficult to buy organic vegetables.
0.672
0.611
Consumers trust (CT)

I trust the local producers of organic.
I trust that those selling organic food are
I trust the information on organic veget
F8
(0.6-0.8) >0.5 acceptably reliable

& valid
I trust on organic logo rather than none
0.826
0.778
0.802
0.684
0.774
0.701
0.589
0.548
Eigenvalues
7.549
2.61
2.147
1.564
1.337
1.275
1.148
1.109
Variance explained (%)
25.163
8.7
7.156
5.213
4.456
4.249
3.827
3.697
Cumulative variance (%)

Number of items (n=30)
25.163
5
33.863
3
41.018
4
46.232
3
50.688
4
54.937
4
58.764
3
62.461
4
Cronbachs
0.721
0.667
0.639
0.697
0.742
0.781
0.749
0.804
0.346
0.403
0.307
0.429
0.428
0.471
0.499
0.513
Inter-Item correlation
Note: Extraction method: principal component analysis with an orthogonal rotation (VARIMAX) *Communalities
48

Table 4.19 Descriptive statistics and bivariate pearson correlation coefficient matrix
N0.
Drivers
Mean
SD
>0.3 positive moderate

correlation
-
IT
3.7388 0.64335
HC
3.9295 0.69893
0.479**
EL
3.4913 0.66643
0.438**
0.400**
PP
3.2587 0.79585
0.169**
0.103*
0.188**
FS
4.1356 0.69999
0.465**
0.452**
0.381**
0.279**
PA
3.3731 0.76150
0.329**
0.259**
0.356**
0.304**
0.315**
AC
3.7512 0.79520
0.452**
0.270**
0.305**
0.358**
0.461**
0.340**
CT
3.4938 0.71344
0.430**
0.308**
0.373**
0.173**
0.290**
0.406**
0.331**
Not >0.9 no
multicollinearity
-
Note: ** indicates that correlation is significant at the 0.01 level (2-tailed)

* indicates that correlation is significant at the 0.05 level (2-tailed)
49

Table 4.20 Coefficients on the factors effect on consumers intention and collinearity statistics
Items
Unstandardized
Standardized
Coefficients
Coefficients
Std. Error
(Constant)
0.609
0.195
HC
0.213
0.041
EL
0.145
PP
Sig.
Beta
Collinearity Statistics
Tolerance
VIF
0.0001
T>
0.3
0.716
1.396
3.315
0.001
0.712
1.404
-0.045
-1.062
0.289
0.820
1.219
0.044
0.152
3.186
0.002
0.636
1.572
0.029
0.038
0.034
0.765
0.445
0.723
1.383
AC
0.176
0.037
0.218
4.723
0.0001
0.684
1.461
CT
0.163
0.040
0.181
4.072
0.0001
0.738
1.356
3.120
0.002
0.231
5.129
0.044
0.150
-0.036
0.034
FS
0.140
PA
VIF <5
R=0.653, R Square = 0.427, Durbin-Watson = 1.725, F (7, 394) = 41.941, p<0.0001

50

Table 4.21 Finalized coefficients on the factors effect on consumers intention
Item
Unstandardized Coefficients
Beta
Std. Error
(Constant)
0.575
0.188
HC
0.217
0.041
EL
0.147
FS
Standardized Coefficients
Beta
Sig.
3.057
0.002
0.236
5.251
0.0001
0.043
0.153
3.429
0.001
0.137
0.043
0.149
3.146
0.002
AC
0.170
0.036
0.211
4.747
0.0001
CT
0.169
0.039
0.188
4.380
0.0001
R=0.652, R Square = 0.425, Durbin-Watson = 1. 733, (F (5, 396) = 58.502, p<0.0001)
Durbin-Watson (1.5-2.5), no correlation between independent

variable
51

IT= 0.575+ 0.217 HC + 0.147 EL + 0.137 FS + 0.170 AC + 0.169 CT
Table 4.22 Summary of research hypotheses
Number
H1
Research hypotheses
Consumers concerns about health have a positive influence on the intention to purchase organic
Results
Accepted
vegetables.
H2
Consumer ethical issues have a positive significant impact on the intention to buy organic vegetables.
Accepted
H3
Price has significant impact on the intention to buy organic
Rejected
H4
Consumer concern about food safety has a positive influence on consumers' intention to buy organic
Accepted
vegetables.
H5
Product attribute has a significant impact on the intention to buy organic vegetables.
Rejected
H6
Product availability has significant influence on consumers intention to buy organic vegetables
Accepted
H7
Trust has a positive impact on consumers intention to purchase organic vegetables.
Accepted
52
V. Conclusions
There is positive signal for organic market in cambodia
Consumer was divided into three categories (organic, non-organic,
and never-heard organic consumer)
Gender, martial status, education, occupation, and income were
statically significant related with consumers behavior
Middle age men, high education, married with kid, secure job, and
better income are more propensity interested in buying organic food
Reason to buy is about health for them and their lovers
Reason not to buy is about lack of information of organic product.
53
V. Conclusions (Cont.)
Gender, organic knowledge, and trusts label were found relatively
statically significant related to consumers propensity to buy organic
vegetables.
More than half of men who had fair knowledge about organic vegetables,
and trusted on organic label were likely to purchase it
Organic vegetables certification could be divided into three classes
including organic vegetables sticking organic logo, sticking generic term
organic, and sticking organic logo and generic term
Organic consumers usually bought organic vegetables sticking with logo
and generic term organic. The decision making was made by their own
54
More than 92% of organic consumers recognized the organic
certification
However, organic knowledge is still limited since 85% of consumers
bought chemical free vegetables confused that it was organic
vegetables.
The cheapest vegetable price were available in fresh market while the
highest organic vegetable price existed in organic community market
and supermarket, because there was a limited variety of organic
vegetables, but sometime organic vegetable in supermarket had
higher price than organic community market and vice versa.
55
3. Consumers Intention analysis
Health consciousness is the most potential theme
Product availability and convenience also have significant influence on
their consumption
Consumers trust are commercial interest on organic goods
Ethical lifestyle and food safety concern are lease correlated with
intention to buy
Price has negative affect on their intention to buy
As such, organic goods are the premium goods for rich people only.
56
V. Recommendation
In term of policy maker, Cambodia Royal Government should
Constitute organic law as soon as possible to intervene the fake organic
product
Cooperate with organic organization to issue certification and logo
Broadcast further benefit information of organic vegetable via television, radio
and other agriculture fair
In term of market facilitator, marketers should
Stick organic logo together with generic term Organic on organic product
Collaborate with third party such as government and non-government
organization to certify product
Strengthen organic standard and control scheme of logo or labelling
57
V. Recommendation (Cont.)
Message about health benefit underneath the picture organic consumption
Cluster or place market placement nearby consumers for conveniences
Focus on future potential consumer such as youth male who hold
university degree and have fair income
In term of supplier, producers should
Respect organic standard strictly such as no use chemical pesticide.
In term of demander, consumers should
Support to buy organic product on the account of health benefit and
environmental friendly
Be aware of health hazard of consuming chemical food.
58
Acknowledgements
Thesis advisers:
Dr. Parichard Sangkumchaliang
Asst.Prof. Satit Aditto
Thesis Examination Committee:
Dr. Chanon Lapjit
Dr. Sutana Boonlua
59
Acknowledgements
60
THANK YOU FOR YOUR

ATTENTION
61

Thesis CONSUMERS' AWARENESS AND INTENTION TO PURCHASE ORGANIC VEGETABLE PRODUCTS IN PHNOM PENH CITY, CAMBODIA

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Thesis CONSUMERS' AWARENESS AND INTENTION TO PURCHASE ORGANIC VEGETABLE PRODUCTS IN PHNOM PENH CITY, CAMBODIA

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KHON KAEN UNIVERSITY

Consumers Awareness and Intention to Purchase Organic Vegetable

MR. SOTHEA KOUY ID: 5750300708

Department: Agricultural Economics

CONSUMERS AWARENESS AND INTENTION TO PURCHASE

Results and Discussions

Conclusions and Recommendations

Monsoon (80% of citizen concerned with

sub degree on 28th October

1. USA- 22,590 106

Increasing Organic land

(FiBl & IFOAM,

II. Literature Review

Theory of Reasoned Action

Behavior attitude ( think & feel about

Injunctive Norm ( others encourage the behavior)

Eating organic good is enjoyable & believe to get

Feel has ability to meet demand

Summary of research hypotheses

Price has significant impact on the intention to buy organic vegetable

Product availability has significant influence on consumers intention to buy organic

Trust has a positive impact on consumers intention to purchase organic vegetables.

III. Research Methodology

III. Research Methodology (Cont.)

(Ary, Jacobs, Razavieh, & Sorensen, 2006; Cochran, 1963)

n represents the respond of consumers- are the sample size

III. Research Methodology (Cont.)

What is your employment?

What is your approximate monthly personal income?

Have you or your family had serious disease?

Have you ever heard organic term?

How well do you know about organic product?

III. Research Methodology (Cont.)

III. Research Methodology (Cont.)

III. Research Methodology (Cont.)

IV. Results and Discussions (Cont.)

IV. Results and Discussions (Cont.)

Married with Kids

IV. Results and Discussions (Cont.)

Respondents Education Status

Respondents Monthly Income

Never been to school

IV. Results and Discussions (Cont.)

Married with kids

IV. Results and Discussions (Cont.)

IV. Results and Discussions (Cont.)

Organic Consumers Occupation

IV. Results and Discussions (Cont.)

Organic Consumers Status

Married with Kids

IV. Results and Discussions (Cont.)

Organic Consumers Education

Organic Consumers Monthly Income

IV. Results and Discussions (Cont.)

6.1 Regular/ heavy

IV. Results and Discussions (Cont.)

Occasional Buyer (n=129)

Married with kids

IV. Results and Discussions (Cont.)

IV. Results and Discussions (Cont.)

Fresh vegetables and fruits

IV. Results and Discussions (Cont.)

Really not high