The purpose of this study is to examine the factors influencing consumer purchase
intention of DoiKham products on Theory of Planned Behavior (TPB). The research methods
are composed of quantitative method that is the assessment of organic product consumers’
intention to purchase behavior towards DoiKham products with a standardized survey of 416
respondents in Thailand. Then the data was analyzed by applying Statistical Package for the
Social Sciences (SPSS), the results showed that attitude, subjective norm, perceived behavior
control and environmental concern which shows significant influence on intention to
purchase toward DoiKham products.
The results of this study could be a great reference for anyone considering organic
products, policy makers, marketers and entrepreneur to undertake the finding to understand
more about their customers and improve their environmentally-friendly product business plan.
And provided strategic suggestions to achieve sustainable development, efforts should go
beyond purchasing intention to sustainable consumption.
