STRATEGIES INFLUENCING CONSUMERS’ INTENTION TO PURCHASE AND WORD OF MOUTH OF ORGANIC FRUITS IN THAILAND
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Abstract
The objectives of this research were to study strategies consisting of price consciousness, health consciousness, knowledge and environmental consciousness affecting word of mouth and word of mouth, knowledge and environmental consciousness affecting intention to purchase organic fruits of consumers in Thailand. A quantitative research methodology was adopted, utilizing a structured questionnaire distributed to a sample of 200 respondents, selected through convenience sampling. Data were analyzed using Structural Equation Modeling (SEM).
The research results revealed that price consciousness had significant influence on word of mouth (β = 0.244, p < 0.05); health consciousness had significant influence on word of mouth (β = 0.185, p < 0.05); knowledge had significant influence on word of mouth (β = 0.482, p < 0.05); word of mouth had significant influence on intention to purchase (β = 0.577, p < 0.05); knowledge had significant influence on intention to purchase (β = 0.236, p < 0.05); and environmental consciousness had significant influence on intention to purchase (β = 0.186, p < 0.001). In overall, strategies affecting word of mouth and intention to purchase organic fruits of consumers in Thailand are consistent with the empirical data with X2 =382.279, df=173, X2 / df = 2.210, CFI = 0.937, NFI = 0.892, RMSEA = 0.078, PNFI = 0.735, PCFI = 0.772. The results of this study indicated that the set hypotheses were supported by the empirical data reflecting price consciousness, health consciousness, knowledge, environmental consciousness and word of mouth that are the important factors affecting intention to purchase organic fruits of consumers in Thailand.
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