A Thesis submitted in partial fulfillment of the requirements for the degree of Master of Agribusiness Management in Agribusiness Management

Thesis (M. Am.) - Asian Institute of Technology, 2023

This research study consumers{u2019} knowledge, attitudes toward food safety concern, certification, and organic food products. Furthermore, this study aims to examine consumer knowledge of Organic Thailand Logo and attitude towards willing to pay on of organic food products, and provide recommendations to producers, marketers, and policy maker to develop organic food product. For data collection, 100 questionnaires were conducted to sample group in Bangkok and Metropolis areas in Thailand. The data was analyzed by descriptive and inferential statistic test. Knowledge of meaning Organic Thailand Logo was used for knowledge analysis of respondents. Furthermore, attitude towards food safety concern, certification and attitude towards organic products were used for attitude estimation. Then, the contingent valuation method was used for willingness to pay analysis by dichotomous choice and open-ended questions. Moreover, ordered logistic regression analysis was used for factors influencing the willingness to pay for organic product analysis. The result showed that most of respondents were female. Buyers had higher income than non-buyers. Consumers lacked knowledge of objective knowledge of this logo. However, buyers had more knowledge than non-buyers. Furthermore, most respondents were willing to pay for certified organic cabbage and water convolvulus, respectively. Buyers were willing to pay premium more than non-buyers for both vegetables. For certified organic cabbage, attitude towards certificate, buyers, female, and age affected willingness to pay premium. For certified organic water convolvulus, female, knowledge, attitude towards certificate, attitude towards organic products, and buyers influenced willingness to pay premium.