Factors Affecting the Need for Establishing a Green Market, Don Tum District, Nakhon Pathom Province

Abstract

This research aims to study the factors affecting the need for establishing a green market in Don Tum district, Nakhon Pathom province. The sample used in the study consists of 400 consumers in Don Tum district, selected through convenience sampling. Questionnaires were used as the data collection tool, and the data were analyzed using descriptive statistics and Binary Logistic Regression to analyze the factors affecting the need to establish a green market. The research findings indicated that most consumers have a high interest in safe agricultural products and hold high opinions on the marketing mix (7Cs), especially regarding the freshness of the products and the quality and standards of the products, which were key factors influencing the need for establishing a green market. The Binary Logistic Regression analysis revealed that significant factors significantly affecting the need to establish a green market include the age of consumers, the freshness of the products, the quality and certification of the products, the format of the green market, and the frequency of purchasing safe agricultural and food products. Based on the research findings, the following recommendations were made to develop and promote the possibility of establishing a green market in Don Tum district, Nakhon Pathom province: 1) promote interest in safe agricultural products by organizing activities to raise awareness about safe agricultural products among the local population and 2) improve product quality and ensure regular quality inspections.