Path Analysis to Identify Factors Influencing Consumers’ Perceive Value of Organic Products in Upper Northern Thailand

Abstract

The purpose of this study was to analyze the influence of consumer perceive value using path analysis and to analyze the factors to explore the relationship of path model influencing consumer perceive value. The targeted population included 400 people who live in upper Northern Thailand and consume organic products. The sample size was calculated by unknown population formula and selected through multi-stage sampling technique. The constructed openend questionnaire is verified by 3 specialists for the validity and reliability. The quality of the questionnaire is presented in the form of Item Objective Congruence (IOC) and reliability Cronbach’s alpha coefficient ranging from 0.950 and 0.960 respectively. The inference statistics for data analysis includes Pearson’s Correlation, and Path Analysis. Results of hypothesis testing was follows: 1) the difference had direct influence on Social factor and Marketing factor at the statistically significant level of .001. 2) the difference had direct influence on Person factor and Marketing factor at the statistically significant level of .001. 3) the Social factor had no direct influence on Perceive Value factor at the statistically significant. 4) the Person factor had no direct influence on Perceive Value factor at the statistically significant. 5) the difference had direct influence on Marketing and Perceive Value factor at the statistically significant level of .001. The higher R-value was observed in the relationship between marketing and Person factor, the second was relationship between Marketing and Social factor, and the third was relationship between Perceive Value and Social factor respectively followed by Pearson’s Correlation. The combined result for all correlation showed a significant difference with the direct impact on Social factor at statistically significant level 0.01 include Person factor, Marketing and Perceive Value factor. Variables with the direct impact on Person factor at statistically significant level .01 include Perceive Value and Marketing factor. Variables with the direct impact on Person factor at statistically significant level .01 include Perceive Value and Marketing factor. Variables with the direct impact on Perceive Value factor at statistically significant level .01 include Marketing factor.