IJERD – International Journal of Environmental and Rural Development (2022) 13-2

Research article
erd

An Evaluation of Consumers’ Preference for the Organic
Rice Commodity in Thailand
NAREERUT SEERASARN*
School of Agriculture and Cooperatives, Sukhothai Thammathirat Open University,
Noonthauri, Thailand
Email: nareerut.see@stou.ac.th

SERVEL A. MILLER
Department of Geography and International Development, University of Chester,
United Kingdom
Received 31 December 2021

Accepted 11 July 2022(*Corresponding Author)

Abstract The objective of this study was to towards the growth of the Thai Organic riceindustry: An evaluation of consumers' behavior and barriers to organic rice consumption in
Thailand. The questionnaire was collected from 223 rice growers using simple random
sampling by using the formula of Taro Yamane with 5% variation. The descriptive andinferential statistics were used to answer the research purpose, such as mean percentage,
ANOVA statistical analysis. This research found that; confidence in the 'organic-label',cheaper price, quality, nutritional value, range of organic products, accessibility andavailability are the key deciding factors to purchase organic rice by consumers. Lack oftrust in the authenticity of organic products is a key barrier and farmers needs to understandthe certification and quality assurance processes to help them overcome this hurdle. Price isa significant motivator to purchase, as such, initiatives to increase efficiency in productionand encourage farmers to plant more pest-resistant/high yielding rice variety is critical. The
government certification programme needs to be standardize and utilize innovativetechnologies including the creation of national 'kite-mark' which provides the ability by the
consumers to trace the origin of rice products (e.g. QRcode, augmented reality) to build
trust in organic rice products. The research presented underpin the relevance ofunderstanding the extrinsic and intrinsic motivations of consumers’ satisfaction to buy
organic rice and how this can be used to better inform the development of Government
policies.
Keywords organic agriculture, consumer preference, quality rice

INTRODUCTION
The Rice is the staple food for more than half of the world’s population and its cultivation,
processing, marketing, and its trade influences the livelihoods of billions of peoples around theworld (Oyoshi, 2016). For over 700 million Asians who live on less than one (U.S.) dollar a day,rice accounts for nearly 70% of their food intake. In these countries, up to 40% of their income
nationally is associated with rice production and trade and up to 80% in rural areas (Sangbuapuan,2013). In most South-East Asian countries, for example, Thailand, the rice industry (farming,
marketing, and trade) is a major employer and contributor to the national economy. As highlighted
by the Mekong Common (2016) maximizing the benefits of rice production and trade is ofparamount importance for local communities and individuals in Thailand (Mekong Common,
2016). The Thai government through its 20-year strategic plan (2017-2036) has recognized that riceproduction and trade is not only essential to maintain its economic wealth but is an integral
component of ensuring national food security and sustainable rural economic growth (FAO, 2018).
As such agriculture growth, especially rice production and trade continue to be one of thegovernment’s high priority national agenda according to the Office for Agriculture Economics’sreport (2017). One strategy to achieve agricultural growth is to increase the production of premiumⒸ ISERD

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rice and rice-products that attracts a higher farm-gate price that is of direct benefit local farmers
increasing their income. Increasing the productivity of organic rice which is marketed as apremium product and attracts higher price is one the Thai government’s strategies(Suwanmaneepong, 2020). As highlighted by the Office of Agriculture Economics (2020), thenational agricultural strategy promotes; an increase in production using more sustainable practices,
better food safety and enhance national economy through exportation. As a result, many provinces
initiated new and large-scale organic food production and processing projects as part of the national
agenda and to capitalize on financial incentive being offered by the government (Thanawong et al.,2014). However, understanding the demand for these organic rice products by the Thai public ispoorly understood and the Thai government needs to gain a better understanding of consumers’
behaviour and barriers to organic rice consumption to drive intervention strategies (Chuasuwan,2018).
OBJECTIVE
The objective of this study was to towards the growth of the Thai Organic rice industry: An
evaluation of consumers' behavior and barriers to organic rice consumption in Thailand.
METHODOLOGY
Data Collection
Data collection was undertaken in Surin province of North-eastern Thailand. The province waschosen as results of it being the leading organic rice-producing area as well as Jasmine riceproduction.
Data Analysis Descriptive statistics were applied to analyses percentage, arithmetic mean andstandard deviation. To test the differences between opinions in organic products purchase and Ftest statistics were conducted, after a test of normality was conduct and the conditions satisfied. A
significance level of p < 0.05 was set for statistical significance. Analysis of variance (ANOVA)
was used to determine the differences between annual incomes of focus groups. The goal of theanalysis is to test for differences among the means of the levels and to quantify their differences.
The dependent-samples t-test was used to determine consumer’s difference in attitude, willingness
and perception between the different factors. It compares the means of two variables, computes thedifference between the two variables for each case, and examines to see if the average difference issignificantly different from zero (Mcclave and Benson, 1988). Thematic analysis was done on thedata collected using focus groups (Braun and Clarke, 2006).
RESULTS AND DISCUSSION
Table 1 highlights the demographic characteristic of all the respondents surveyed using thequestionnaire. Approximately age of the respondents were 23%less than 31 years old, 37%
between 31-40 years old, 30% from 41-50 years category and 10% were more than 50 years old.
Comparatively, the total sample comprised 66% females and 34% males. The data is naturally
skew towards more females, who traditional are the ones who are the main purchase decisionmakers in households. Respondent's educational level was categorized into primary school,secondary school, college or university and others. Approximately 6% of respondents attended
primary school, 15% secondary school, 73% have attended university/college and 6% fall into thelast category of others. The respondents' range of income was categorized into four groups: Less
than 15,000 Baht, 15,000-30,000 Baht, 30,001-50,000 Baht, and more than 50,000 Baht. About
26% of the respondents earned less than 15,000 Baht, 31% earned between 15,001-30,000 Baht,
19% 30,001-50,000 Baht and 24% earned over 50,000 Baht. The occupation category was divided
into six categories; namely, business, private, housewife, retired, students and others. The resultsⒸ ISERD

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showed that 33% of the respondents fell into the private job category, and 27% were housewives(Table 1).
Table 1 Demographic characteristics of respondents
1 USD = 30 THB
n =233

Percentage (%)

Attribute
AgeLess than 31
31-40
41-50
more than 50
Mean 41.9, Max 56, Min 22
GenderFemaleMale
Education level
Primary
Secondary
College/University
OthersAnnual Income (Thai currency)1
Less than 15,000
15,000-30,000
30,001-50,000
More than 50,000
Mean 48,465.23, Max 350,000 Min 4,500
Job or profession
Business
PrivateHouse wife
RetiredStudent
Others

23.0
37.0
30.0
10.0

66.0
34.0
6.0
15.0
73.0
6.0
26.0
31.0
19.0
24.0

10.0
33.0
27.0
11.0
9.0
10.0

Table 2 The reasons of the respondents for not buying organic productsStatement
Unaware of organic foodNothing beneficial to justify a higher priceDon’t trust the label/don’t think it is really acertified organic foodNon-organic food is hygienic/safe enoughToo expensive
Too difficult to get

Agree
(3)

Disagree(2)

Don’t know
(1)

7.1
10.0

28.6
10.7

64.3
79.3

8.6

12.9

78.5

12.9
10.7
15.0

11.4
7.9
10.0

75.7
81.4
75.0

On the other hand, the reasons for not buying organic products (Table 2) are as a result of lackof awareness or insufficient information which is perceived as an important issue. About 7.1% of
the respondents agreed, over the lack of awareness of organic rice products while 28.6% disagreed
and 64.3% said they don’t know. Regarding the trust on certification labels or certified organic
food, 8.6% agreed that don’t trust the label/don’t think it is really a certified organic food while
12.9% disagreed and 78.5% indicated “I don’t know”. On the respondent’s response (either
negative or positive) regarding health and environmental issues, approximately 10.7% disagreed
with the statement and believed that there is nothing beneficial to justify a higher price against
10.0% who agreed on the same statement. 79.3% do not know. Non-organic food hygiene/safetyⒸ ISERD77

IJERD – International Journal of Environmental and Rural Development (2022) 13-2

related issues while 12.9% agreed. 11.4% disagreed Of the respondents, 10.7% agreed that it is too
expensive to buy, but 7.9% disagreed and 81.4% responded: “don’t know”. About 15% agreed and
10% disagreed gave their reasons as too difficult to get or purchase (Table 2).
Table 3 summarizes consumers’ perceptions and attitudes toward organic rice in our study.
The results of analysis of variance (tests) revealed that those unaware of organic food group topped
the six-point scale. This implies that the majority of males are comparatively unaware of organic
food, nothing beneficial to justify a higher price, don’t trust the label/don’t think it is reallycertified organic food, non-organic food is hygienic/safe enough, too expensive, too difficult to get
organic rice. Based on t-test equal variances not assumed, quasi Sig >.05 was not statisticallysignificant all six point scale.
Table 3 Summary of consumers’ perception and attitude towards organic rice
GenderStatement

FemaleUnaware of organic foodNothing beneficial to justify ahigher priceDon’t trust the label/don’t think it
is really certified organic foodNon-organic food is hygienic/safe
enoughToo expensive
Too difficult to get

Male

t

p

0.933

0.814

0.418

2.176

0.833

0.622

0.535

1.135

3.205

0.977

0.494

0.138

2.197

0.915

2.382

0.921

0.957

0.341

2.848
2.151

1.153
0.915

3.117
2.500

1.174
1.080

1.099
1.695

0.275
0.093

χ

S.D.

χ

S.D.

2.924

0.965

3.088

2.287

0.855

2.863

Notes: p-values (p) are for the respective tests of standard deviation (S.D.) difference between consumer’s
perception and attitude towards organic rice.

Table 4 Compare between income and consumers perception towards organic rice
IncomeItems<15,000

15,000-30,000

30,001-50,000> 50,000

F

χ

S.D

χ

S.D

χ

S.D

χ

S.D

2.846

1.189

3.096

1.193

2.842

1.258

3.041

1.160

0.310

2.846

1.155

2.935

1.123

3.000

1.154

3.000

1.103

0.267

2.923

1.092

3.032

1.139

3.052

1.129

2.875

1.191

0.192

2.384

0.941

2.354

0.950

2.315

0.820

2.291

0.858

0.154

2.538

1.139

2.709

1.101

2.210

1.031

2.416

1.059

0.958

Good for health

3.000

1.095

3.032

1.196

2.894

1.328

2.750

1.293

0.668

Others

2.461

1.139

2.387

1.308

2.421

1.216

2.333

1.203

0.104

Less expensive
More widely
available in themarketMore assortment
availability
Better appearance
and taste
More trust to
origin/ production

Table 4 The data in Table 4 indicates that consumers tend to purchase more organic food if it
is less expensive, for the income group earning < 15,000 baht, between 15,000 and 30,000 baht;
between 30,001 and 50,000 baht, and those earning > 50,000 baht, However, respondents withincome are more the satisfaction to buy if the prices are less expensive which means higher priceelasticity and between income and consumers perception towards organic rice. Based on F-test
Equal Variances not assumed, quasi Sig >.05 was not statistically significant all items.
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The data showed that private-sector employees constitute 33% of the respondents andhousewives 27%. Most of the respondents (73%) have a college or university education. It should
be noted that Surin town though a small rural provincial capital, is home to three universities.
Similarly, a previously published study (Sangkumchaliang and Huang, 2012) showed that in therural provinces of northern Thailand, most of the organic purchasers have college degrees or higher.
This high-level awareness could be due to the fact that Surin province is one of the top organic
farming areas in Thailand but also has quite well developed and organized organic marketingsystem. Hence, people support the organic farmers as much as they could afford as organic food ismuch more expensive than non-organic food. From the survey, their main motivating reasons forbuying organic food are food safety, healthy, good taste and good nutrition. Consumer preference
for organic food is based on the general perception that organic products have more desirable
characteristics than conventionally grown alternatives (Tsakiridou et al., 2008; Magistris andGracia, 2008). Numerous research (e.g. Bonti-Ankomah and Yiridoemm, 2006; RoitnerSchobesberger, 2006; Sangkumchaliang and Huang, 2012) highlighted that the main reason forbuying organic foods is the perception that they are generally safer, healthier and environmentallyfriendly than conventionally produced food. Providing training to farmers on safe practices,
certification, how to maintain organic status and marketing of the nutritional value of their rice will
help keeping their business profitable. Extension officers helping farmers to better understandconsumer preferences and attitude is key to help them market their product more effectively.
From this research the main grouses are that organic food is too expensive, and consumers are
doubt full about the certifications and labelling. Bonti-Ankomah and Yiridoe (2006) suggested thatthe relatively high “price- elasticity” of organic products is because of consumers’ high sensitivity
to price changes, which predominantly contributes for them rejecting organic products.
Government policies therefore needs to be developed to encourage more funding of the organic ricesector. In the short-term subsidizing the cost, equipment, strengthening local cooperatives andprovide farmers with mechanism (for example setting-up of online market place/portals,
warehousing facilities) to sell their product directed to market (reducing the number ofintermediator channels) may be viable solution. In the long-term research in for example more“pest-resistance” strain of rice, “organic- friendly” weed control, smart-technologies to monitor andoptimize production, improvement in harvesting technologies are essentials. Developing an
extension strategy to address the use of technologies and more effective pest/week control areintegral in reducing price of organic rice and increasing production (Nareerut et al., 2020;
Nuttavuthisit and Thøgersen, 2017; Weisberg et al., 1996).
This research found that the four principal factors that boost the popularity of organic foodare: (1) cheaper price, (2) sustaining the quality of the produce in accordance to good health andnutrition requirements, (3) production of a variety of organic products, and (4) increasing its
accessibility and availability to be more competitive against conventional food products as
similarly suggested by Bonti-Ankomah and Yiridoe (2006). By increasing the organic market shareand hence stimulating bigger production volumes, the economy of scale kicks in to reduce the unit
production cost and retail price even lower. This will create a multiplier effect to produce evenhigher quantities and greater varieties of organic food. There will be more wholesalers and retailers
in the supply chain to make it cheaper and more widely available. This cannot happen without
significant investment in the development of better pest resistant and high yielding variety. The
failure of Thailand rice to win top awards for the development of more high yielding organic
variety in recent years, is an indication of the research and development work require by the Thai
agriculture ministry (Ploenpotea, 2019). Farmers, needs to be trained and make aware of the best
way to use these varieties and utilise more innovative methods for example smart farming
technology to increase efficiency and farms. The role of extension officers is key in providing thiseducation and training, but these need increase in investment by government to facilitate this. As
such, we recommend that government continues to invest and subside farms that wishes to switch
to organic farming and put in place more research and development initiative to develop better rice
variety to improve productivity and efficiencies that will encourage more farmers to take uporganic farming, which some currently view as not being financially viable.
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CONCLUSION
The consumption of organic food is steadily increasing because of concerns over environmental
and health issues associated with food production. The higher consumer interest in organic foodproducts is attributed to the growing demand for food free from pesticides and chemical residues. It
is evident that organic food is popular and has excellent potential in Surin province. Most
consumers agree that organic food has many advantages over conventionally grown food forreasons of food safety, chemical-free and better taste and nutrition. Many consumers in Surinprovince are aware of organic rice, and approximately 66% have purchased organic food before
and still purchase it.
This research found that the principal factors that boost the popularity of organic food are;confidence in the 'organic-label’, cheaper price, sustaining the quality of the produce in accordance
to good health and nutrition requirements, production of a variety of organic products, andincreasing its accessibility and availability to be more competitive against conventional foodproducts. Government policies need to be better geared towards raising the awareness of thebenefit of organic food products to a more diverse group beyond the typical consumers (female,with university education and high-income earners). Price is a significant constraint to consumer
switching to organic rice purchase. Government policy (including availability of funding/loans,ability for farmers to purchase land, subsidies and education programme for farmers development
better farm management practices) needs to be strengthened and continued in order to encourage
more farms to switch to organic rice production. Extension programme will play a key role ineducating famers and help them to better produce and market products suitable for the consumers.
By stimulating bigger production volumes, the economy of scale kicks in to reduce the unit
production cost and the retail price even lower. This will create a multiplier effect to produce evenhigher quantities and greater varieties of organic food. There will be more wholesalers and retailers
in the supply chain to make it cheaper and more widely available. This research also highlightsthat trust in the 'organic rice' label is also a major barrier to purchase. Organic Rice is not only
recognized and popular in the urban cities but also in the rural provinces with higher exposure tohigher education, information and involved in organic production. More considerable attention,
effort, resources and better policies from all stakeholders can popularize organic products to be
more affordable, widely available and trusted to consumers.
ACKNOWLEDGEMENTS
The authors would like to acknowledge the support of the School of Agriculture and Cooperatives,
Sukhothai Thammathirat Open University. The authors would also like to thank the Rice ResearchCentre, Ms. Nirada Paennangrong, and Mrs. Chananath Chana-akson for their invaluable field
support and access to reports and documents, and for facilitating access to the farming communityand stakeholders. The views and opinions expressed in this study are those of the authors; theAsian Journal of Agriculture and Rural Development shall not be responsible or answerable for any
loss, damage, or liability, etc. caused in relation to/arising out of the use of the content.
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