Abstract: The objective of this study was to investigate the
awareness, knowledge and consumer behavior towards organic
products in Thailand. For this study, a purposive sampling technique
was used to identify a sample group of 2,575 consumers over the age
of 20 years who intended or made purchases from 1) green shops; 2)
supermarkets with branches; and, 3) green markets. A questionnaire
was used for data collection across the country. Descriptive statistics
were used for data analysis. The results showed that more than 92%
of consumers were aware of organic agriculture, but had less
knowledge about it. More than 60% of consumers knew that organic
agriculture production and processing did not allow the use of
chemicals. And about 40% of consumers were confused between the
food safety logo and the certified organic logo, and whether GMO
was allowed in organic agriculture practice or not. In addition, most
consumers perceived that organic agricultural products, good
agricultural practice (GAP) products, agricultural chemicals free
products, and hydroponic vegetable products had the same standard.
In the view of organic consumers, the organic Thailand label was the
most seen and reliable among various organic labels. Less than 3% of
consumers thought that the International Federation of Organic
Agriculture Movements (IFOAM) Global Organic Mark (GOM) was
the most seen and reliable. For the behaviors of organic consumers,
they purchased organic products mainly at the supermarket and green
shop (55.4%), one to two times per month, and with a total
expenditure of about 200 to 400 baht each time. The main reason for
buying organic products was safety and free from agricultural
chemicals. The considered factors in organic product selection were
price (29.5%), convenience (22.4%), and a reliable certification
system (21.3%). The demands for organic products were mainly rice,
vegetables and fruits. Processed organic products were relatively
small in quantity.