A thesis submitted in partial fulfillment of the requirements for the degree of Master of AgriBusiness Management, School of Environment, Resources and Development

Thesis (M. Am.) - Asian Institute of Technology, 2017

The purpose of this research was to investigate the purchasing behaviors of consumers, factors affecting their intentions towards buying the organic food products and to propose some relevant policy guidelines to enhance the consumption of organic food products in Thailand. The study was conducted by surveying the data to the consumers in Chiang Mai Province, Thailand. The sample comprised of 543 households who lived in Chiang Mai. The data collected from questionnaires were analyzed by descriptive statistics (frequency, percentage, mean, and standard deviation) and inferential statistics (Chi-square and Multiple regression). The main finding of the research was that there was a significant relationship between family monthly income level and purchasing behavior of consumers such as frequency of purchasing, the amount of spending money per time, factors of purchasing more often, and reasons for not purchasing. Moreover, the most important factors which effected to consumers{u2019} intention to purchase organic food products of low and middle income level groups were subjective norm while the important factor of a high income level group was perceived behavioral control. A provide comprehensive information about organic food products through extension workers and other various marketing channels as well as providing the platform for producers, entrepreneurs, and consumers of organic products.