Int'l Journal of Advances in Agricultural & Environmental Engg. (IJAAEE) Vol.

4, Issue 1 (2017) ISSN 2349-1523 EISSN 2349-1531

The Factors Affecting Decisions to Purchase

Rice and Consumer Perception of Organic Rice
in Bangkok, Thailand
Lakkana Ruekkasaem1, and Montalee Sasananan2

 cultivation. Organic rice cultivation is an agricultural

Abstract— The present research was aimed at studying the production system that emphasizes natural resource
behavior and factors affecting decisions to purchase rice and conservation, natural abundance restoration, preservation of
awareness about organic rice in order to provide guidelines for natural and environmental balance and appropriate use of
organic rice entrepreneurs in meeting consumer demands. Data was natural resources [1]-[3]. Furthermore, organic rice
collected randomly by E-survey (Google form), while field data was
cultivation can raise the prices of rice and create income for
collected from 433 individuals in supermarkets and organic product
exhibitions in urban Bangkok Metropolitan Area, Thailand. χ2 test
farmers while stimulating the nation’s economy in the
(at 5% level of significance) was used to test the differences agricultural sector [3]. However, every type of production has
between types of respondents, decisions to purchase rice, and to reach consumers and meet their demands. Therefore, the
awareness about organic rice. On the decision behavior in choosing present research was aimed at studying the behavior and
rice, the study found that consumers generally prefer the same type factors affecting rice purchase decisions and awareness about
of rice without changes (37%). The top consideration affecting organic rice in order to provide guidelines for organic rice
decisions to purchase rice was flavor (46%), followed by nutritional entrepreneurs in sustaining their business.
value (30%). In addition, 230 samples (53.1%) were aware of
organic rice. Among these, 52% supported organic rice due to health
II. LITERATURE REVIEWS
concern, and 16% favoured organic rice for environmental reason.
Those without awareness of organic rice indicated that it was due to
A. Organic Rice in Thailand
inadequate public information (77.8%). Further data are discussed
in the article. This information is useful for providing knowledge on Surveys conducted by the Earth Net Foundation and the
urban rice consumption and attitude in order to promote better Green Net Cooperative found that organic farming in 2016
understanding among rice producers/ traders in meeting consumer had increased substantially compared to 2015 with an
demand. increase of up to 21 percent. The majority of the
aforementioned growth occurred in the organic rice sector
Keywords— Organic rice, consumer Survey, urban rice (28%) and integrated farming (187%) [4], while policy and
consumption market factors of the government on abolishing the rice
subsidy policies in early 2014 had lowered the prices for
I. INTRODUCTION ordinary un-milled rice and increased the price of organic rice
Rice is an important industrial crop with global to about ten percent above ordinary un-milled rice. However,
significance because rice provides essential nutrients for the packaged organic rice sold in Thailand is approximately 20
body such as carbohydrates, proteins, fat and dietary fiber percent more expensive than ordinary rice [5], which is
while being rich in various vitamins and minerals. Hence, another factor for more farmers to switch to organic rice
rice is a staple food for over half of the world’s population, farming.
most of which are in Asia. Thailand is a top exporter and In any case, organic rice farming continues to have
domestic consumer of rice. Due to awareness and interest numerous limitations. The Department of International
about chemical contamination in rice production that harms Economic Affairs [6] has compiled the aforementioned
the ecosystem and the environment along with the health of limitations as follows: 1. farmer’s preparations. In order for
producers and consumers, organic rice cultivation has become farmers to switch from industrial or agrochemical farming to
an option for people who care for their health and the organic farming and to meet international standards, the
environment. This is because no agrochemicals [1] such as farmers have to strictly adhere to practice regulations,
chemical fertilizer, growth regulators, herbicides and particularly for export production which requires
insecticides and fumigation chemicals are used in organic rice certification. This creates a heavy burden for farmers because
standards have specified that farmers refrain from production
for a span of at least two to five years between agrochemical
Lakkana Ruekkasaem1 is with the Department of Industrial Engineering,
Faculty of Engineering, Thammasat University, Pathumthani, Thailand 12120 and organic farming. Consequently, farmers have to make
Montalee Sasananan2 is with the Department of Industrial Engineering, preparations beforehand for periods when income is lost. 2.
Faculty of Engineering, Thammasat University, Pathumthani, Thailand 12120 Production: The production processes are more complex and

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 Int'l Journal of Advances in Agricultural & Environmental Engg. (IJAAEE) Vol. 4, Issue 1 (2017) ISSN 2349-1523 EISSN 2349-1531

clearly regulated. Therefore, cautious advance planning is consumption in Thailand.

required. Furthermore, the farmers and entrepreneurs
involved are not united, which is a cause for many III. RESEARCH METHOD
limitations. 3. Standards: Organic farming products continue In order to learn about the behavior and factors affecting
to involve complex inspection and certification processes the purchase decisions of rice consumers, a set of
without uniformity. At present, there are many regulatory questionnaires were constructed and divided into the
bodies such as the Department of Agriculture, Department of following three parts: (1) demographic data; (2) rice purchase
Fisheries, Department of Livestock Development and Rice behavior and factors affecting purchases, and (3) knowledge
Department [5]. However, there is no common certification and attitudes of respondents about organic rice. The data was
mark for organic products that is mutually accepted by collected during July-August 2016 via e-surveys (Google
various agencies. As for export, a central organic farming form) while field data collection was conducted in
standard for use in every country does not exist. Therefore, supermarkets and organic product exhibitions to obtain 433
entrepreneurs seeking to export to various countries have to respondents based on the sample size determination with 95%
request inspection and certification from a certification body reliability and population size greater than 100,000 people
of each trade partner country, which is expensive; [12]. Descriptive statistics was used to analyze the differences
furthermore, Thailand has very few suitable qualifications. 4. between the types of respondents on decisions to purchase
Marketing: The demand for organic products in Thailand rice, and χ2 test was used (at 5% level of significance) to
remains low. Consumer awareness about food safety has yet evaluate the inter-group correlations.
to reach the level in developed countries. In foreign markets,
Europeans remain uninformed about Thai organic farming IV. RESULTS OF CONSUMER SURVEY
products.
A. Demographic Data and Rice Consumption Behavior
B. Behavior and Factors Affecting Decisions to Purchase
This section presents the findings on consumption behavior
Products
of general rice (including all types of rice). According to the
Consumer behavior means the purchase behavior of data collected, the respondents could be divided into 228
consumers at the final stage of product or service purchased males and 205 females. Table 1 illustrates the demographic
for consumption. Differences in consumer behavior exist profiles of respondents. For the ages of respondents, the
demographically [7] such as age, income, education, religion, majority of them were between 20-29 years (42.7%), followed
culture, traditions, values and tastes. Therefore, consumption by 30-39 years (36.3%). Up to 58.2 percent of the respondents
and purchase behavior and consumer opinions toward held bachelor’s degrees (83.6%), lived within the Bangkok
different products have led to purchases of various different Metropolitan Area and worked as company employees
products and services. Apart from demographic (46.9%) with income of 15,000-25,000 baht (41.3%). On the
characteristics, other factors affecting different consumer number of family members, the majority of respondents had a
behavior [8] include cultural factors, social factors, personal family with three to four members with children and elderly
factors and psychological factors. included. It was found that the majority of respondents
As for organic food, the purchase behavior and driving cooked rice for consumption every day (54.7%), and
factors are of interests in numerous studies. In the case of supermarkets were the preferred choice for rice purchase,
Thailand, a few studies can be found in various parts of the followed by convenience stores and grocery stores at second
countries. For example, Kongsom and Kongsom [10] and third places respectively. The majority of consumers
conducted a survey of 2,575 consumers across Thailand, and purchased rice once a month and purchased five kilograms
found that more than 60% of respondents realized that each time (54.6%).
organic agriculture did not allow the use of chemicals.
However, most consumers had little understanding about the TABLE I
DEMOGRAPHIC DATA OF INTERVIEWERS
different types of agricultural standards.
Variable Number of interview %
In terms of motives for buying organic food, health and
environmental concerns seem to be the main driving factors Gender
as reflected in a study conducted in Chiangmai province [11] male 228 52.7%
and Bangkok province Schobesberger [5]. Similarly, Basha el
female 205 47.3%
at. [9] studied the prominent motivating factors driving the
purchase of organic food in India, and found that the Age
motivating factors included environmental concern, health 20-29 years 185 42.7%
concern and lifestyle, and product quality. 30-39 years 157 36.3%
This research aimed at investigating demographic
40-55 years 70 16.2%
characteristics and factors affecting organic rice purchasing
behavior in Thailand. Rice is chosen as the case study because 56-70 years 21 4.8%
it is the staple food of Thai people. The findings can be useful Education
in future efforts of promoting organic rice production and Secondary Education 18 4.2%

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 Int'l Journal of Advances in Agricultural & Environmental Engg. (IJAAEE) Vol. 4, Issue 1 (2017) ISSN 2349-1523 EISSN 2349-1531

Diploma 104 24.0%

Bachelor 252 58.2%

Postgraduate 59 13.6%

Residence

Bangkok & Perimeter 362 83.6%

North 7 1.6%

Center Region 33 7.6%

South 8 1.8%

East 9 2.1%

Northeast 12 2.8%
Fig. 1 Percentage of rice purchase behavior.
West 2 0.5%
Fig. 2 shows the percentage of factors influencing rice
Occupation purchasing decision. The table reveals that the top factor
Official/State enterprise 123 28.4% influencing rice purchase decisions is flavor (46%), followed
by nutritional value (30%), price (16%) and popularity (5%).
Employee 203 46.9%
In addition, three percent of respondents purchased rice based
Business 50 11.5% on other factors such as leading supermarket promotions, rice
Housewife 6 1.4% softness (after cooking) and insufficiency of homegrown rice.
Retire 13 3.0%

Other 38 8.8%

Income

Below 15,000 Baht 116 26.8%

15,000 - 25,000 Baht 179 41.3%

25,001 - 40,000 Baht 94 21.7%

40,001 - 60,000 Baht 27 6.2%

60,001 Baht or more 17 3.9%

Number of family members

1 person 30 6.9% Fig. 2 Percentage of factors influencing rice purchasing decisions.
2 persons 64 14.8% TABLE II-V illustrate the marketing factors that
3-4 persons 204 47.1% influenced the purchase decisions of rice consumers, namely,
product, price, place and promotion, as shown in TABLE II -
5 persons or more 135 31.2%
V. It is obvious that one of the product-related factors
The most popularly consumed rice was polished white affecting decisions to purchase rice was organic, followed by
jasmine rice (79%), followed by brown rice (27.5%) and flavor and nutritional value. For price-related factors, the
riceberry rice (26.1%). The majority of the respondents three most influential ones were prices commensurate with
cooked only one type of rice (63%), followed by mixed rice quality, prices commensurate with amount, and
(37%) with preferred ratios at 1:1 and 2:1. The majority of inexpensiveness when compared to other brands. For place-
the respondents mixed jasmine rice with other types of rice related factors, the most frequently encountered factor was
such as brown rice, riceberry rice, aromatic black rice and convenience, followed by conspicuous product placement and
coarse rice, depending on individual preferences. home delivery services. As for promotion, the factors most
Fig. 1 displays rice purchase behavior. It can be seen that frequently affecting purchase decisions were product amount
the respondents generally purchased the same type of rice increase, followed by product display at the point of sale and
without changes – B1 (37%) and the same brand – B2 (25%), gifts.
followed by purchases in rotation between various types – B3
TABLE II
(20%), and purchases without consideration for brands – B5 PRODUCT-RELATED FACTORS AFFECTING DECISIONS TO PURCHASE RICE
(10%). In addition, respondents generally preferred well-
Factors N Mean Std. Deviation
known brands (8%). Taste 433 4.42 .707
Package 433 3.66 .924
Quantity 433 3.91 .850
Brand 433 3.75 .860
Nutrition 433 4.39 .725

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 Int'l Journal of Advances in Agricultural & Environmental Engg. (IJAAEE) Vol. 4, Issue 1 (2017) ISSN 2349-1523 EISSN 2349-1531

Information 433 3.98 .902 respondents knew about organic rice (53.1%). The majority of
Novelty 433 3.48 .950 the 230 aforementioned respondents knew about organic rice
Organic 433 4.47 .733
through the media (62.7%), followed by recommendation
from other people (16.7%) and discovering on their own
TABLE III (20.6%) as shown in Fig. 3. For the respondents that knew
PRICE-RELATED FACTORS AFFECTING DECISIONS TO PURCHASE RICE about organic rice, up to 55.9 percent purchased organic rice
Factors N Mean Std. Deviation for consumption on a regular basis. Fig. 4 illustrates the
Quality 433 4.52 .609 reasons for purchasing organic rice. It can be seen that the
Quantity 433 4.29 .706 primary reason was for their own health – R1 (27%),
Compare with another rice followed by their family’s health – R2 (26%), nutritional
433 4.10 .797
value – R4 (24%), environmentally friendly production
Compare with another brand 433 4.14 .768
processes – R3 (16%), flavor – R6 (5%) and popularity at the
Fixed Price 433 4.06 .831 time – R5 (6.6%) as shown in Fig 4. Of the 230 respondents,
53 percent generally purchased organic rice from a
TABLE IV supermarket, followed by product exhibition (29.3%).
LOCATION-RELATED FACTORS AFFECTING DECISIONS TO PURCHASE RICE
Furthermore, some respondents preferred to directly purchase
Factors N Mean Std. Deviation
Easily Purchased 433 4.44 .639 rice from organic rice farmers. In addition, there were
Easy to find 433 4.07 .844 respondents who knew about organic rice and did not
Delivery 433 3.32 1.196 purchase organic rice due to rarity (45.7%), followed by lack
of popularity (34.7%) and expensive price (20.8%).
TABLE V
ADVERTISING-RELATED FACTORS AFFECTING DECISIONS TO PURCHASE RICE

Factors N Mean Std. Deviation

Advertising 433 3.64 .914
Exhibition 433 3.78 .902
Gifts 433 3.69 1.025
Tester 433 3.59 1.061
Increase quantity 433 3.83 .955

When the influence of personal factors on organic rice

purchase decisions were considered using χ2 test as shown in
TABLE VI, it was found that gender, education, residence Fig. 3 Source of information about organic rice.
and occupation had no effects on rice purchase decisions,
while age, number of family members and income had
significant influence on rice purchase decisions at 5% level of
significance. Age between 20-39 had the most influential
decision in the family when it comes to purchasing rice.
These people tend to have monthly income between 15,000-
25,000 baht. Families with three members or more tend to
purchase rice for cooking rather than having meals outside.

TABLE VI
EFFECTS OF PERSONAL FACTORS ON PURCHASE DECISION

Hypothesis: Statistical Significance at 0.05

Personal factors do not Fig. 4 Reason for purchasing organic rice.
Result
affect the decision making of Sig. Non Sig.
rice. Meanwhile, data on 203 respondents who did not know
Gender 0.315 Accepted
about organic rice showed that factors causing the lack of
Age 0.004 Reject
knowledge on organic rice were lack of public information
Education 0.860 Accepted
Residence 0.816 Accepted
(77.8%), lack of popularity (18%), and others (4.1%) as
Occupation 0.145 Accepted
shown in Fig. 5. Other factors are related to the lack of
Income 0.001 Reject interests from consumers due to the belief that chemical
Number of family members 0.050 Reject residue would be regulated to remain within acceptable safety
standards for consumption.

B. Knowledge and Attitudes about Organic Rice

The questions on organic rice found that 230 of the 433

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TABLE VIII
DEMOGRAPHIC GROUP OF ORGANIC RICE AWARENESS
Awareness of Purchase of
Organic Rice? Organic Rice?
Variable
Yes No Yes No
(%) (%) (%) (%)
Gender
male 52.61 52.71 48.98 59.26

female 47.39 47.29 51.02 40.74

Age

20-29 years 32.17 54.68 27.21 41.98

Fig. 5 Distribution of reason for those who did not know about
organic rice. 30-39 years 39.13 33.00 37.41 40.74

When the influence of personal factors on awareness of 40-55 years 21.30 10.34 23.81 17.28
organic rice were considered using χ2 test as shown in 56-70 years 7.39 1.97 11.56 0.00
TABLE VII, it was found that the personal factors that
Education
produced significant differences were age, education,
occupation, income, and number of family members. Secondary Education 4.35 3.94 6.12 1.23

Diploma 24.35 23.65 17.69 37.04

TABLE VII
INFLUENCE OF PERSONAL AWARENESS OF ORGANIC RICE Bachelor 52.61 64.53 54.42 49.38

Hypothesis: Statistical Significance at 0.05 Postgraduate 18.70 7.88 21.77 12.35

Personal factors do not Result Occupation
affect the awareness of Sig. Non Sig.
organic rice. Official/State enterprise 36.96 18.72 40.14 29.63
Gender 0.530 Accepted
Employee 38.26 56.65 33.33 48.15
Age 0.000 Reject
Education 0.008 Reject Business 10.87 12.32 9.52 13.58
Residence 0.992 Accepted Housewife 0.87 1.97 1.36 0.00
Occupation 0.000 Reject
Retire 4.78 0.99 7.48 0.00
Income 0.000 Reject
Number of family members 0.048 Reject Other 8.26 9.36 8.16 8.64

Income
TABLE VIII showed the percentage of demographic Below 15,000 Baht 20.43 33.99 18.37 23.46
characteristics of awareness about organic rice. In this study
15,000 - 25,000 Baht 36.52 46.80 29.93 49.38
men (52.61%) were more aware of organic rice than women
(47.39%). However, there was a slightly larger percentage of 25,001 - 40,000 Baht 30.00 12.32 34.01 22.22
women who purchased organic rice. This was similar to the 40,001 - 60,000 Baht 8.26 3.94 10.20 4.94
findings discussed in Roitner-Schobesberger et al. [5]. The 60,001 Baht or more 4.78 2.96 7.48 0.00
reason might be that women tended to be more health Number of family
conscious than men as supported by [16]. People aged members
between 30-39 years had the greatest awareness of organic 1 person 6.96 6.90 6.80 6.17
rice as well as being the top group of purchasing organic rice. 2 persons 18.70 10.34 18.37 19.75
The same results were found in Ueasangkomsate and
3-4 persons 47.39 46.80 46.94 48.15
Santiteerakul [17] which showed that ages between 31 to 40
years had more interests in organic food than other groups. 5 persons or more 26.96 35.96 27.89 25.93
In terms of education, the greatest percentage of respondents
who were aware of organic rice held bachelor degrees. V. CONCLUSIONS
Similar findings were also discussed by Ueasangkomsate and
Data analyses on rice purchase behavior found that the rice
Santiteerakul [17]. Respondents with monthly salary between
most popularly purchased was polished white jasmine rice.
25,001 - 40,000 baht had the highest willingness to buy
The majority of respondents purchased rice one a month at
organic rice. Finally, families with 3-4 members had the
five kilograms per time. The respondents preferred ordinary
greatest interest and greatest willingness to purchase organic
and organic rice sold in supermarkets due to convenience and
rice.
accessibility, which concurred with the place-related
marketing factors affecting consumer decisions [13]. The
consumers gave the highest priority to convenience. This was
in line with the findings discussed by Guerrero et al. [14] and
Buckley et al. [15] who found that convenience was an
important parameter in food purchasing decision.

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 Int'l Journal of Advances in Agricultural & Environmental Engg. (IJAAEE) Vol. 4, Issue 1 (2017) ISSN 2349-1523 EISSN 2349-1531

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promote acceptance of organic farming in line with
international standards. This can be done by various parties Lakkana Ruekkasaem is a Ph. D. Candidate, Department of Industrial
Engineering, Faculty of Engineering, Thammasat University, 12120,
such as government, non-profit organizations, or other THAILAND. She is currently the lecturer at Faculty of Industrial Technology,
stakeholders such as knowledgeable consumers. This may Phranakhon Rajabhat University.
lead to increased farmers’ income, increased value of rice,
Montalee Sasananan is an Associate Professor, Department of Industrial
conservation and restoration of environment, and improved Engineering, Faculty of Engineering, Thammasat University, 12120,
quality of life for Thai farmers. In fact, the Thai traditional THAILAND. She is currently the Assistant Dean for International Affairs and
wisdoms can be very useful since it involves natural farming Public Relations. She is also a member of the Council of Engineers, Thailand.
that is essentially organic by nature.

ACKNOWLEDGMENT
This work was supported by the Faculty of Engineering,
Thammasat University, Thailand.

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