Consumption Behavior of Safe Agricultural Products and Packaging Design of Rice, Vegetables, and Pomelos Affecting Purchasing Decisions.

Abstract

This research aims to study consumption behavior affecting the purchase decision on safe agricultural products-purchasing behavior on packaging and opinions on padkaging design of rice, vegetables, pomelos. The results of the study showed that most consumers consume agricultural products that they believed in highly safe. It is an agricultural product that has been certified as chemical residue-free or toxin-free. Factors are affecting the purchasing decision on safe fruits, vegetables and agricultural products by the three highest orders respectively, price suitability to product quality was at the highest level Confidence in quality and production process was at the high level. Products distribution in a reliable place was at a high level. The mean of overall opinions was at a high level. Consumers were willing to trade at higher prices than the market at 76.30 per cent, reported unsure at 17.78 per cent and not willing to purchase higher than the market price at 5.93 per cent. Customers were willing to purchase at a price by one time higher than the market at 43.70 per cent, willing to purchase at a price by two times higher than the market at 28.40 per cent willing to purchase at a price by two times higher than the market at 4.20 per cent. The rest of unsure and not willing to purchase was at 23.70 percent There were customers purchasing behavior on packaging opinions respectively, opinions of packaging which were quality certified can promote marketing or added value to products. The use of packaging materials extends product life and protects products. Having a packaging emblem can help create a positive image for products and entrepreneurs. Packaging can create recognition and differentiation from the same type of product-all at the highest level. Packaging can indicate the source of goods and can reassure buyers and sellers was at a high level. All the mean of opinions were reported at high levels. Additionally, Consumer reviews of the rice packaging design of brand the grateful child rice were highly appropriate. Organic rice and vegetables 'Klong Yong' were at the highest appropriate. Pomelo Nakhon Chai Si was at a highest appropriate.