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Assessing Consumers’ Perceptions of Packaging Attributes and Packaging Label of Community’s ‘Green’ Chili (Pepper) Products in Thailand

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Integrated Uncertainty in Knowledge Modelling and Decision Making (IUKM 2018)

Part of the book series: Lecture Notes in Computer Science ((LNAI,volume 10758))

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Abstract

This study aims to assess and identify the key factors that contribute in developing packaging attributes and label information of ‘green’ chili pepper products of farmers’ community enterprises to make them more appealing to consumers in Thailand. The study was conducted in five provinces in Thailand. The data were obtained through interviewing 200 respondents using a standardized questionnaire. Gray Relational Analysis (GRA) and Binary Logit Regression model were applied to analyze the data. The analyses show that consumers pay more attention on information label than packaging attributes of the product when they buy the product. It was also found that consumers give importance to safety features of the product when they select the product. Therefore, the producers of ‘green’ chili products should include food safety features on packaging label of their product. The study findings might be beneficial to farmers in branding and selling their products with greater success.

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Acknowledgement

Financial support from the Thailand Research Fund through the Royal Golden Jubilee Ph.D. Program (Grant No. PHD/0120/2554) to Jakkreeporn Sannork and Prof. Dr. Aree wiboonpongse is acknowledged.

Author information

Authors and Affiliations

  1. Agricultural Systems Management Program, Faculty of Agriculture, Center for Agricultural Resource System Research, Chiang Mai University, Chiang Mai, Thailand

    Jakkreeporn Sannork

  2. Faculty of Economics, Prince of Songkla University, Hatyai, Songkhla, Thailand

    Aree Wiboonpongse

  3. Faculty of Agriculture, Chiang Mai University, Chiang Mai, Thailand

    Aree Wiboonpongse

  4. Faculty of Economics, Centre of Excellence in Econometrics, Chiang Mai University, Chiang Mai, Thailand

    Aree Wiboonpongse

  5. Department of Marketing, College of Management, National Chung Hsing University, Taichung, 402, Taiwan R.O.C.

    Tzong-Ru Lee

Authors
  1. Jakkreeporn Sannork
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  2. Aree Wiboonpongse
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  3. Tzong-Ru Lee
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Corresponding author

Correspondence to Jakkreeporn Sannork .

Editor information

Editors and Affiliations

  1. Japan Advanced Institute of Science and Technology, Nomi, Japan

    Van-Nam Huynh

  2. Osaka University, Osaka, Japan

    Masahiro Inuiguchi

  3. Hanoi National University of Education, Hanoi, Vietnam

    Dang Hung Tran

  4. Université de Technologie de Compiègne, Compiègne, France

    Thierry Denoeux

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Sannork, J., Wiboonpongse, A., Lee, TR. (2018). Assessing Consumers’ Perceptions of Packaging Attributes and Packaging Label of Community’s ‘Green’ Chili (Pepper) Products in Thailand. In: Huynh, VN., Inuiguchi, M., Tran, D., Denoeux, T. (eds) Integrated Uncertainty in Knowledge Modelling and Decision Making. IUKM 2018. Lecture Notes in Computer Science(), vol 10758. Springer, Cham. https://doi.org/10.1007/978-3-319-75429-1_33

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  • DOI: https://doi.org/10.1007/978-3-319-75429-1_33

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-319-75428-4

  • Online ISBN: 978-3-319-75429-1

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