CONSUMERS AWARENESS AND INTENTION TO PURCHASE

ORGANIC VEGETABLE PRODUCTS IN PHNOM PENH CITY,

CAMBODIA

MR. SOTHEA KOUY

A THESIS FOR THE DEGREE OF MASTER OF SCIENCE

KHON KAEN UNIVERSITY
2016

CONSUMERS AWARENESS AND INTENTION TO PURCHASE

ORGANIC VEGETABLE PRODUCTS IN PHNOM PENH CITY,
CAMBODIA

MR. SOTHEA KOUY

A THESIS SUBMITTED IN PARTIAL FULFILLMENT OF THE

REQUIREMENTS FOR THE DEGREE OF MASTER OF SCIENCE
IN AGRICULTURE
GRADUATE SCHOOL KHON KAEN UNIVERSITY
2016

THESIS APPROVAL
KHON KAEN UNIVERSITY
FOR
MASTER OF SCIENCE
IN AGRICULTURE
(INTERNATIONAL PROGRAMME)
Thesis Title: Consumers Awareness and Intention to Purchase Organic Vegetable Products
in Phnom Penh City, Cambodia
Author:

Mr. Sothea Kouy

Thesis Examination Committee:

Dr. Chanon Lapjit

Chairperson

Dr. Parichard Sangkumchaliang

Member

Asst. Prof. Dr. Satit Aditto

Member

Dr. Sutana Boonlua

Member

Thesis Advisors:
...

Advisor

(Dr. Parichard Sangkumchaliang)

...

Co-advisor

(Asst. Prof. Dr. Satit Aditto)

.........................................................
(Assoc. Prof. Dr. Surasakdi Wongratanacheewin)

Dean, Graduate School

.........................................................
(Assoc. Prof. Dr. Monchai Duangjinda)

Dean, Faculty of Agriculture

Copyright of Khon Kaen University

 . 2559.
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50 80
85

Sothea Kouy. 2016. Consumers Awareness and Intention to Purchase Organic

Vegetable Products in Phnom Penh City, Cambodia. Master of Science
Thesis in Agriculture, Graduate School, Khon Kaen University.
Thesis Advisors:

Dr. Parichard Sangkumchaliang,

Asst. Prof. Dr. Satit Aditto

ABSTRACT

Organic agriculture has received attention in recent decade on account of its

biological feature, so agricultural institutions have been formed and developed
enormously in organic filed at the present time in Cambodia. Hence, this research is to
identify organic market trend, organic consumers profile, organic consumers
awareness, consumers knowledge of organic vegetable certification, and the factor
influences consumers intention to purchase organic vegetable through descriptive
statistics, chi-square, factor analysis, correlation analysis and multiple regression
analysis which was conducted in Phnom Penh City where is the best place selling
organic products majority in Cambodia. Data was collected in front of several
supermarkets by structure questionnaire within 456 respondents.
This research showed that consumers could be divided into three categories
including organic consumers (regular and occasional consumers), non-organic
consumers, and never-heard organic consumers. Gender, marital status, education,
occupation and income are found relatively statically significant related with
consumer behavior. It can be implied that organic consumers mostly are the middle
age men who have higher education, married with kid, secured job, and better income
are more propensity interested in buying organic vegetable. The main reason to
purchase is about the health for them and for their lovers meanwhile the key reason
behind consumers not to buy is extremely about the lack of organic vegetable
information.
Further results showed that consumers knowledge is statically significant
with consumers propensity to buy organic vegetable. Fifty percent of organic

iii

consumers have some knowledge about organic vegetable. In addition, more than
eighty percent of organic consumers recognize the organic certification. However,
eighty-five percent of chemical free consumers still confuse that chemical free
vegetable products are organic vegetable products. It is clear that consumers
knowledge and information are still limited.
Moreover, health consciousness is the majority potential theme to target
consumption; product availability and convenience are significantly influenced on
consumption known as the second prime mover. Surprisingly, ethical lifestyle and
food safety are less correlated with intention to buy. As such, it is clear that
consumers believe organic vegetables are the premium products for rich people
exclusively.
In this context, this relevant information would provide a good point to
contribute significant effective to marketers, policy maker, or other related parties to
target potential consumers and raise organic sector. Regarding to policy maker,
government should broadcast further information of organic benefit or harmful effects
of chemicals in food to citizen via television and radio since these are the significant
media. In term of marketer, organic label associated with generic term organic
should stick with product to notify consumers that this is organic product to avoid
confusion over chemical free products. Especially, in case there is a third party or
government certification collaborate together to certify product is better to build
consumers trust. Presumably, product placement should be placed or clustered
nearby consumers house in term of consumers eco-conscious to generate more
consumption volumes. Consumers should participate to promote organic sector
through consuming organic vegetable and be awareness of health hazard of
consuming chemical food.

The goodness of this thesis is gratefully dedicated to my

grandparents, parents, family, relatives, lecturers, staffs, and buddies

ACKNOWLEDGEMENTS

Sincere gratitude is hereby extended to the following who never ceased in

helping until this dissertation is structured. I owe a great many thanks to a great many
people who helped, advised, encouraged and supported me during this research.
May I extend my humble gratitude and deepest appreciation to the Royal
Government of Thailand and Royal Government of Cambodia, for offering me the
opportunity to advance my studies through Her Royal Highness Princess Maha Chakri
Sirindhorn Majesty Princess Sirindhorn Scholarship Recipient.
First and foremost, I would like to express my deepest profound and sincerely
gratitude to my advisor, Dr. Parichard Sangkumchaliang and Co-advisor, Asst. Prof.
Dr. Satit Aditto, for the unwavering guidance, without whose dedication, valuable
time, generously inspiration, and criticism throughout the stages, this dissertation
would not established. To you, I will forever remain grateful. I am fortunate enough
to have such a good supervisor. I earnestly feel that without their inspiration, able
guidance and dedication, I would not be able to pass through the tiring process.
I owe my greatest gratitude to all the committee in my thesis examination.
Their critical comments and useful suggestions importantly improve my research
quality. Likewise, I would like to take this opportunity to thank to Khon Kaen
University as well as the staff in either International Relationship Division or
Department of Agricultural Economics for their kind support and timely assistance.
In addition, my heartfelt gratitude goes to all my buddies for sharing their
precious time, positive insights to assist in collecting data. Also, my deep sense of
gratitude to NAP shop for his/her precious collaboration that allow to conduct filed
work there. This research would for sure not be completed without a group of
dedicated enumerators who determinedly braced the heat to collect data.
Finally, I am pleased to dedicate all the achievement from doing this research
to all the above mentioned people and to those who have not been mentioned. I wish
them success, happiness, longevity, and prosperity in their life all the time.

Sothea Kouy

TABLE OF CONTENTS

Page
ABSTRACT (IN THAI)

ABSTRACT (IN ENGLISH)

ii

DEDICATION

iv

ACKNOWLEDGEMENTS

LIST OF TABLES

viii

LIST OF FIGURES

ix

LIST OF ABBREVIATIONS

CHAPTER I INTRODUCTION

1.1

Background and Rational of the Research

1.2

Problem of Statement

1.3

Objective of Research

1.4

Delimitation and Limitation of the Research

1.5

Significance of Research

1.6

Organization of Research

1.7

Key Words

CHAPTER II LITERATURE REVIEW

2.1

Cambodian Agriculture

2.1.1 Agricultural Land and Population

2.1.2 Agricultural Zone

2.1.3 Agricultural Varieties

2.1.4 Pesticide Consumption

13

2.2

Global Organic Agriculture

14

2.3

Cambodian Organic Overview

15

2.3.1 Organic Production

16

2.3.2 Organization of Organic Agriculture

16

2.3.3 Organic Market and Certification System

18

Theory of Planned Behavior and Reasoned Action

20

2.4.1 Behavior Attitude

22

2.4

vii

TABLE OF CONTENTS (Cont.)

Page

2.5

2.4.2 Subjective Norms

24

2.4.3 Perceived Behavior Control

25

Conceptual Framework

26

CHAPTER III RESEARCH METHODOLOGY

29

3.1

Specific Procedures

29

3.2

Research Population and Sample

30

3.3

Research Instrument

31

3.4

Data Collection

40

3.5

Data Analysis

40

3.5.1 Determination of Variables

41

3.5.2 Determination of Hypothesis

42

CHAPTER IV RESULTS AND DISCUSSION

4.1

Demographic Characteristics and Purchasing Pattern of Organic

44
44

Consumers Analysis
4.2

Consumers Knowledge about Organic Label and Organic Term

54

Analysis
4.3

Consumers Intention to Purchase Organic Vegetables Analysis

CHAPTER V CONCLUSIONS AND RECOMMENDATIONS

60
73

5.1

Conclusions

73

5.2

Recommendations

74

REFERENCES

76

APPENDICES

82

APPENDIX A General Statistics

83

APPENDIX B English Questionnaire Version

100

APPENDIX C Khmer Questionnaire Version

108

APPENDIX D Mission Letter

116

RESEARCH PUBLICATIONS

118

VITAE

119

LIST OF TABLES

Page
Table 2.1

List of agricultural zones of Cambodia in 2014

Table 3.1

Variables and measurements of supermarket and organic food shop

33

Table 3.2

Statement of agreement of reason to purchase organic vegetables

36

Table 4.1

Socio-demographic status of respondents

44

Table 4.2

Organic consumer, non-organic consumer, and never heard

46

organic consumers profile

Table 4.3

Overall organic consumer profile

49

Table 4.4

Regular and occasional organic consumers profile

50

Table 4.5

Organic purchasing pattern and satisfaction status

52

Table 4.6

Organic vegetable purchasing frequency

52

Table 4.7

Price perception ratio between organic and non-organic consumer

53

Table 4.8

Reasons to buy and not to buy organic vegetable products

54

Table 4.9

Gender, organic knowledge level, and trust level statistics

55

Table 4.10 Organic knowledges statements

56

Table 4.11 Consumers awareness about chemical and organic logo

57

Table 4.12 Sources of organic information

58

Table 4.13 Factor influence to buy and buying behavior

58

Table 4.14 Organic and conventional vegetable price observation

59

Table 4.15 Rotated component matrix consumers intention toward seven factors 62
Table 4.16 Descriptive statistics, bivariate pearson correlation coefficient matrix

66

Table 4.17 Coefficients on the factors affect on consumers intention and

68

collinearity statistics
Table 4.18 Finalized coefficients on the factors affect on consumers intention

70

Table 4.19 Summary results of research hypotheses

72

LIST OF FIGURES

Page
Figure 2.1 Agricultural activities in agricultural holding in 2013

Figure 2.2 Agricultural zone in Cambodia

Figure 2.3 Logo of CEDAC and NAP Agri-Product logo under CEDAC

17

Management
Figure 2.4 Cambodian agricultural product market survey

19

Figure 2.5 Logo of organic and chemical free vegetable in Cambodia

19

Figure 2.6 Cambodian organic vegetable market survey

20

Figure 2.7 Conceptual framework

27

Figure 2.8 Research hypotheses

28

Figure 3.1 Structure of questionnaires

32

LIST OF ABBREVIATIONS

AC

Product availability and convenience

ACT

Organic Agriculture Certification Thailand

CEDAC

The Cambodian Center for Study and Development in Agriculture

CIAP

Cambodia IRRI Australia Project

CM

Communalities extraction: principal component analysis

COCMA

The Compagnie Central Du Material Agricole

COrAA

Cambodia Organic Agriculture Association

CT

Consumers trust

EL

Ethical lifestyle

FAO

Food and Agriculture Organization of the United Nations

FiBL

Research Institute of Organic Agriculture

FS

Food safety concern

GTZ

Deutsche Gesellschaft fur Technische Zusammenarbeit

HC

Health consciousness

HURREDO

Human Resource and Rural Economic Development Organization

IFOAM

International Federation of Organic Agriculture Movements

IRRI

International Rice Research Institute

IT

Intention to purchase

KMO

Kaiser-Meyer-Olkin Measure of Sampling Adequacy

MAFF

Ministry of Agriculture, Forestry, and Fisheries

NAP

Natural Agri-Product (Name of Shop)

OXFAM

Oxford Committee for Famine Relief

PA

Product attribute

PP

Price perspective

PUAC

Peri Urban Agriculture Center

SRER Khmer Khmer Fields Foundation

SRI

System of rice intensification

VIF

Variance inflation factors

WHO

World Health Organization

CHAPTER I
INTRODUCTION

1.1

Background and Rational of the Research

Cambodia situates in Southeast Asia (Soeun, 2004) which has a border with

three countries surrounded by Thailand, Laos, Vietnam, and the gulf of the Thailand.
It has landmass about 181,035 square kilometers- 2.50 percent of water with
population over 15.70 million people (Central Intelligence Agency [CIA], n.d.).
Regarding to geography, it has been influenced by tropical monsoon (Ministry of
Tourism of Cambodia, 2014) offering a special endowment for Cambodia citizen so
that 80 percent of them concerned with agricultural activities (Khmer Product
Promotion, 2004; Veata, 2013).
However, the highest farmer educations are secondary school (50.50%), and
illiteracy rate for men (85%) are higher than women (71%) (Saran, 2010). Therefore,
18.90 percent of total population live under poverty line (Ministry of Planning, n.d.).
Meanwhile, world technologies have been incredibly flourished day by day; as such,
world trends tend to use chemical substance to produce more output to fulfill market
demand. To conform this, Cambodia has been putting an effort continuing using
chemical sustain extremely and unconscientiously. Typically, around hundred
chemical pesticides sold in the market and farmers have been using enormously more
than 3,200,000 liters per years (Cambodia organic agriculture association [COrAA],
2009). Environmentally and healthily harmful effects of using pesticides become the
great concern to farmers and consumers (Country Report of Organic in Cambodia,
2014). Based on massive negative feedback, the government has banned and limited
some kind of pesticides in according with sub degree on 28th October, 1998 by the
royal government, constructed millennium development goal and rectangle strategy
(Savoeun, 2008). Although the Ministry of Agriculture, Forestry, and Fisheries, with
Cambodia Royal Government, has not yet constituted the organic law, many organic
cooperatives are formed up (Savoeun, 2008).

Pertaining to health dangerous and environmental destruction, Organic

agriculture has received attention globally in recent decade on account of its
biological feature, so world organic markets have been increasing significantly to
63.80 billion US dollars by the end 2012 implemented by 1.9 million organic farmers
around 37.50 million hectares of agriculture land amongst 164 countries (FiBL &
IFOAM, 2014). However, it has been noticeably least developed in developing
country, especially in Asia. Particularly, notwithstanding Cambodian organic
agricultural sector has been formed for several years ago, little attention has been paid
to the organic vegetable trends leading organic market system narrowed. Obviously,
the proportion of Cambodian organic agriculture produces less than 1 percent of the
total agricultural product (Yu & Diao, 2011) with 9,055 hectare in 2012 (FiBL &
IFOAM, 2014).
Referring to organic consumer perception in Phnom Penh city, they have a
little knowledge and least information. Organic market is lease develop in Cambodia
even mass media promotion (Country Report of Organic in Cambodia, 2014). With
this regard, there are many studies about consumers motive to purchase organic food
in many countries such as Scotland, Izmir, Turkey, Belgium, Denmark, Italy,
England, Southern French and Australia (Denver & Jensen, 2014; Dinnella et al.,
2014; Ergonul, 2013; Fernqvist & Ekelund, 2014; Hoefkens et al., 2010; Janssen &
Hamm, 2012; Kavaliauske & Ubartaite, 2014; Lobo, Mascitelli, & Chen, 2014;
Michaelidou & Hassan, 2010; Ozguven, 2012; Pieniak, Aertsens, & Verbeke, 2010;
Schleenbecker & Hamm, 2013; Shafie & Rennie, 2012; Zanoli & Naspetti, 2002).
Besides, there are lease researches related to organic market and consumer
behavior in Asia such as Thailand, Taiwan, and Malaysia (Chen, 2007; Hsu & Chen,
2014; Roitner-Schobesberger et al., 2008; Voon, Ngui, & Agrawal, 2011). Even
though several research studies concern with organic consumer perception which a
number of arguments have been discussed both in European and Asia, it is not clear
whether it could be applied in Cambodia context? Since it is quite different from
others in term of demographic characteristics, education, standard of living, concept,
stereotype and cultural environment. Moreover, recent research has been explored on
the organic food purchase intention among Thai-Cambodian cross-border consumers
(Pomsanam, Napompech, & Suwanmaneepong, 2014b). In addition, consumers are

now considering organic food as an emerging market which provides special attribute
such as more health benefit than conventional one. However, few information about
organic market in Cambodia has been very limited in the literature especially organic
consumer perceptions are still lacking and further investigations are necessary.
As such, the aim of this research tends to explore the main impact factor
affecting on organic vegetable consumers purchasing power in Phnom Penh city
based on integrated theory of planned behavior (Ajzen, 1991), theory of reasoned
action (Fishbein & Ajzen, 2011), and models of Michaelidou and Hassan (2010),
Lobo et al. (2014), Ozguven (2012), and Kavaliauske and Ubartaite (2014).

1.2

Problem of Statement
In Cambodia, pesticides have been using intensively over the years especially

on vegetables and dry-season rice cultivation. Meanwhile, there are 88 percent of

chemical pesticide farmers have faced symptoms of poisoning such as harmful
animal, human death, loss of human lives, illness, long term damage to natural
ecosystem and productivity. It also affects to agricultural export and tourism industry
whenever using unstandardized chemical fertilizer unconscientiously. Therefore, there
is one gist that has affected on this problem is to commence and continue using the
organic agricultural products or natural pesticides (COrAA, 2009).
The world is changing, many people are well educated and some are well paid.
As a result, they raise their health awareness and environmental damage. Food, the
second essential resources after water to sustain human life, they cannot live without
food. When they are hungry regardless of home, work place, or during traveling tour,
they must eat it every day, but not all kinds of food can be eaten and gained benefits.
Eating chemical food can hazard health. To sum up, an awareness of consuming
organic food is a key factor. In addition, knowing how to consume food is more
important because it keeps human healthy, wise, and feels fresh in life. Thus,
presently organic foods have continued to catch consumers attention especially in
city since consumers are increasingly focused on personal fitness and better nutrition.
Noticeably, there are more widespread of organic marts around the Phnom Penh City
as emerging market. Particularly, food purchasing power of households have been
increasing in city from month to month (World Food Programme, 2014). Regarding to

this context, it stimulates the researcher is going to undertake the research entitled
Consumers awareness and intention to purchase organic vegetable products in
Phnom Penh City, Cambodia in order to uncover what are the main key factor
affecting organic vegetable consumers intention in Phnom Penh city? What is the
perception of consumers on organic label?

1.3

Objective of Research
The most essential objective of this research is to comprehend the consumers

perception toward organic vegetables which are listed as follows:

1.3.1 To identify the demographic characteristics and purchasing pattern of
organic consumers
1.3.2 To comprehend consumers knowledge about organic label and organic
term
1.3.3 To explore main factor affecting on consumers intention to purchase
organic vegetables

1.4

Delimitation and Limitation of the Research

This research mainly focuses on 456 respondents randomly in front of AEON

MALL PHNOM PENH and CEDAC organic shop based on convenient sampling
using quantitative survey.

1.5

Significance of Research
Due to this research, the primary goal tends to comprehend the overview of

organic agriculture in Cambodia. Moreover, this research describes about

organization worked with organic sector, and indicates about the main factor
influences on organic consumers concept in the purpose of enhancing the knowledge
of organic market as well as organic consumer behavior. In this context, this would
provide relevant information and make a good point for a variety of purpose to
contribute significant effective not only to marketers, but also to other related party
such as government or international institution to raise health and environmental
awareness in the long run.

1.6

Organization of Research
The research covers on five chapters via this flow chart of study organization
- Chapter I Introduction: Introduce the background of the study, problem

statement, the objectives of research, significant of the research, organization of

research, and key words.
- Chapter II Literature Review: Review some important method and
knowledge which related to problem of the research and illustrate the literature related
to organic in Cambodia.
- Chapter III Research Methodology: Identify all variables in the research and
determine each one as independent variables and dependent variables, and tell how
the methods work.
- Chapter IV Results and Discussion: Describe the figures and tables
converted from the respondents answers in the questionnaires and find out some
important points which related to the literature review.
- Chapter V Conclusions and Recommendations: Provide brief assumption
and feedback about organic vegetables, scope and limitation, and propose the suitable
recommendation.

1.7

Key Words
Certification body: is the body which accomplishes certification system as

distinct from the standard-setting and assessment (COrAA, 2009).

Chemical-free agriculture: is agriculture production system which does not
permit using pesticides during the cropping cycle cultivation.
Consumer perception: is the process which individual obtains, organizes, and
interprets stimuli into a meaningful and ideas picture (Schiffman & Kanuk, 2004).
Organic: is derived from living organisms. It is composed of or containing
matter of plant and animal origin.
Organic agriculture: is a production system that sustains the health of soils,
ecosystems and people. It involves with growth using natural input only, rather than
the use of inputs with adverse effects in the purpose of environmental friendly,
promote fair relationships and a good quality of life (International Federation of
Organic Agriculture Movements [IFOAM], n.d.).

CHAPTER II
LITERATURE REVIEW

2.1

Cambodian Agriculture
2.1.1

Agricultural Land and Population

According to census of agriculture in Cambodia 2013, preliminary

report of National Institute of Statistics [NIS], Ministry of Planning [MOP], and

Ministry of Agriculture Forestry and Fisheries [MAFF] (2014) have conducted census
survey among 24 provinces and 5 districts in Phnom Penh City described that there
were 2.6 million households on 3.1 million hectares agricultural land which hold by
1.9 million holdings. Eighty-five percent of total households concerned with
agricultural holding involved growing of crops while the rest engaged in agricultural
activities.

19%

81%

Solely growing crop

growing crops and raising livestocks

Figure 2.1 Agricultural activities in agricultural holdings in 2013

Source: National Institute of Statistics [NIS] et al. (2014)

According to Figure 2.1 showed that Eighty-one percent of the

households holding land involved in two activities such as growing of crops and
raising of livestock/poultry while the rest of households were growing only crops
(19%). The average land per household was 1.63 hectares.

The members of agricultural households started from one person to ten

people or over. The average member per household was approximately 5 persons.
Mostly they lived in Plain Zone about 46.90 percent. Agricultural holders consisted of
1.4 million male holder (73%) while female had only 27 percent. Agricultural
holders age ranged from 45 to 54 years old was reported as highest percentage about
25 percent of the total agricultural holders. There were 35 percent of rural households
had the potential producing agricultural produce for sale surplus, and above 20
percent of the households were landless while 45 percent were land poor (Cambodia
Development Resource Institute [CDRI], 2008).

2.1.2

Agricultural Zone
There are four zones in Cambodia such as Plain Zone (7 provinces,

46.35%), Coastal Zone (4 provinces, 7.43%), Tonle Sap Lake Zone (8 provinces,
32.75%), and Plateau and Mountain Zone (6 provinces, 13.47%) (NIS et al., 2014).
The largest agricultural holding land among the four zone is Plain Zone about
1,875,712 hectares which proportioned 46.35 percent while the Tonle Sap Lake Zone,
Coastal Zone, and Plateau and Mountainous Zone are 32.75 percent, 7.43 percent, and
13.47 percent, respectively as shown in Figure 2.2.

14%
Plain Zone
46%

Coastal Zone
Tonle Sap Lake Zone

33%

Plateau and Mountainous Zone

7%
Figure 2.2 Agricultural zone in Cambodia
Source: NIS et al. (2014)

In addition, there are 11 provinces which has agricultural land

including Plain Zone (6 provinces), Tonle Sap Lake Zone (3 provinces), Coastal Zone
(1 province), and Plateau and Mountain Zone (1 province). The top three agricultural
holding growing crops are Prey Veng, Takeo, and Kompong Speu Province as shown
in Table 2.1 (NIS et al., 2014).

Table 2.1 List of agricultural zones of Cambodia in 2014

Total Area of the
Zone/Province

Agricultural
Holdings

Average Area per

Total Numbers of

holding (in ha.)

Parcels

Cambodia

3,071,383,834

1.637

3,731,551

Plain Zone

1,008,813,805

1.160

1,753,982

Kampong Cham

174,957,946

1.301

278,615

Tbong Khmum

192,205,415

1.752

208,215

Kandal

100,010,170

0.830

211,544

28,005,118

1.136

33,564

Prey Veng

229,443,979

1.161

423,159

Svay Rieng

126,603,214

1.155

219,871

Takeo

157,587,963

0.913

379,014

Tonle Sap Lake Zone

1,447,620,557

2.356

1,114,610

Banteay meanchey

227,079,729

3.007

140,209

Battambang

374,558,503

3.118

191,176

Kampong Chnang

103,404,343

1.250

212,923

Kampong Thom

195,057,649

1.754

230,841

Pursat

125,042,060

1.894

111,146

Siem Reap

233,617,796

1.947

202,234

Otdar Meanchey

150,891,374

5.012

48,889

37,969,103

4.413

11,192

Phnom Penh

Palin

Table 2.1 List of agricultural zones of Cambodia in 2014 (Cont.)

Total Area of the
Zone/Province

Agricultural
Holdings

Average Area per

Total Numbers of

holding (in ha.)

Parcels

Coastal Zone

167,504,843

1.201

325,178

Kampot

116,291,089

1.035

276,265

Koh Kong

17,473,730

2.146

16,458

Preah Sihanouk

28,428,799

2.172

20,690

5,311,225

0.963

11,765

Plaeau & Mountain

447,444,629

1.771

503,871

Kampong Speu

131,268,724

0.963

312,858

Katie

83,947,855

2.136

69,725

Mondul Kiri

25,390,442

2.919

12,072

Preah Vihear

79,977,562

2.740

45,141

Rattanak Kiri

82,650,725

3.447

41,351

Steung Treang

44,209,321

2.909

22,634

Kep

Source: NIS et al. (2014)

2.1.3

Agricultural Varieties
In Cambodia, there are 15,000 kind of plants (54% seed plant), 720

kind of birds, 240 kind of lower animals, and 212 kind of mammals, so agri-business
focuses on four elements such as crop production (52.90%), fishery (25.20%), animal
(15.30%), and forest (6.60%) (Sophany, 2012). The main staple food is rice whilst the
other supplemented food are fish, maize, root crops (cassava and sweet potatoes),
mung beans, and ground nuts; average crop is 5.95 percent per annum (World Food
Programme, 2014). Aromatic paddy, non-aromatic paddy, corn, soybean, cassava,
sugarcane, sweet potato, and chili are the significant crops (Tickner, 1996; World
Food Programme, 2014).

a. Rice
Rice has exported since 1960. In 1981, the national food has been
gradually increasing (Tickner, 1996; World Food Programme, 2014). Rice grower

10

was grown into two parts such north west (Banteay Meanchey, Battambang and Siem
Reap Province), and in the south east (Kompong Cham, Takeo, and Prey Veng
Province), together yielded 63 percent of aggregate rice production. Rice production,
were cultivated in amount of 84 percent of cultivated land, supplied population need
(65%-75%) of total population. Of these crops, 90 percent of agricultural holding had
developed non-aromatic rice meanwhile the rest planted aromatic paddy due to the
cost of production on non-aromatic paddy was not too costly as aromatic paddy. Nonaromatic rice was planted mostly in plain region-the majority was in Prey Vey
Province (25%) while the minority was in Phnom Penh City (3%). Besides nonaromatic rice, the highest proportion of aromatic paddy grower was in Tonle Sap Lake
Zone, 49.50 percent. Siem Reap was well known as aromatic paddy grower which had
proportion 22 percent particularly in Chi Kreng, Puok, Angkor Chum, and Suotr
Nikom District whereas the least was in Otdar Meanchey Province, 8 percent (World
Food Programme, 2014).

b. Corn
Regarding to corn, it mostly plants in Plain Zone (40.60%), and the
smallest proportion is in Coastal Zone (6.50%). The majority planted corn province is
Kandal Province (49%) planted in three district such as Koh Thum, Leuk Dek, Sng
District while Phnom Penh city also planted but is least grower only 1 percent (Yu &
Diao, 2011).

c. Cassava
In addition to corn, cassava is also the other crucial crops planted in
Tonle Sap Lake Zone (38%) which mostly is grown in Kompong Thom Province
(28%) while the smallest are Pursat (1%) and Kompong Chnang Province (1%), Plain
Zone (34%), Plateau and Mountainous Zone (26%) (Yu & Diao, 2011).

d. Other Crops
Pertaining to other crops, about 33.30 percent of sweet potatoes are
grown in Plain Region where Takeo Province is the biggest growing (52%). Not only
sweet potatoes but also soybeans is the main crop that cultivated in Plateau and

11

Mountainous Zone, Tonle Sap Lake Zone, and Plain Region which have proportion as
follows 46 percent, 36 percent, and 15 percent, respectively. Rattanak Kiri and Preah
Vihear Province are the largest growers among the other provinces in the Plateau and
Mountainous Zone around 52 percent and 40 percent. Last but not least, sugarcane is
cultivated in Plain zone which 47 percent of them cultivated in Kandal Province.
Finally, chilies is grown mostly in Tonle Sap Lake Zone nearly 40 percent. There are
50 percent of chilies were grown in Kompong Chnnang Province. Those agricultural
production are used in term of home consumption (73%) and export (27%) (Yu &
Diao, 2011).

e. Animal
In fact, most Cambodian citizen occupy as fishing, hunting, plant
growing and livestock raising. Animals are raised to use power or as capital saving
such as cattle and buffalo whilst pig are raised for meat, and chicken and duck are
feed to get egg and meat as well. Buffalo are usually used in pairs for ploughing while
cattle and horse are pulling carts. In this context, most famers rely on heavily on
draught and animal to cultivate (Tickner, 1996).

f. Livestock and Poultry

In addition, livestock are divided into two kinds. First, small livestock
are raised only pigs (99%) and goats (1%), mainly in Plain zone (46%) in Prey Veng
Province. Large livestock comprised mainly of cattle and buffaloes in Plain Region
(cattle more than buffalo). Chicken (84%) and ducks (16%) are the most kinds of
poultry. Millions of ducks and chicken are raised in Plain and Tonle Sap Lake Zones.
The top five leading raises poultry are Kampong Speu, Prey Veng, Takeo, Kampot,
and Siem Reap Province (Food and Agriculture Organization of The United Nations
Statistics Division [FAOST], 2013).

g. Fruit and Vegetable

Indeed, 20 percent of rural households engage in dry season planting
from December to March on fruits and vegetable. There are more crops planted all the
provinces such as oranges, limes, pineapple (Battam Bang and Pursat Province), Palm

12

Tree (Kampot Province), Rubber (Thbong Khmum Province), and cashew tree
(Ratanak Kiri Province). There are 70 percent of fruits and vegetable, on the other
hand, are continuously imported from Vietnam and Thailand, amounting to 3,000,000
US dollar per year (Yu & Diao, 2011). The average of import is 200 tones from
Vietnam to Phnom Penh City whilst Thailand imported to capital city, Siem Reap,
and Shihanouk Ville Province. Therefore, the price is fluctuated depends on imported
amount. The major vegetable which is well known consumed are celery, cabbage,
onion, tomato, leaf lettuce, giant white radish, oyster mushrooms, brown mushrooms,
and straw mushrooms (Cambodochine, 2004).
In Cambodia, it is classified into two groups such as seasonal
vegetables and perennial vegetables. The seasonal vegetables are swatow mustard,
petsai, wild cabbage, Chinese kale, salad, bunching onion, Chinese radish, and
cabbage which farmers can grow 4 to 5 times per years. Perennial vegetable are
papaya, chili, ginger which farmers grow only one time per year (Savoeun, 2008).
There are 8 origin of vegetables such as China (green mustard, curly wrap pack choy,
choy sum, cabbage, pak choy, ma yee pak choy, big stem choy sum, mini eggplant,
baby water melon, chines chives), India (eggplant, cucumber), central Asia (garlic,
chines radish, yard long bean), west Asia (pumpkin, water parsley, cilantro, chines
radish), middle east, central America, and Arab (Saran, 2010).
Vegetables flourish during December to February, so the price will fall
down while from March to May its quantity falls down because of lack of water
supply. It is likely to grow between rainy seasons and hot season after rice plant. They
grow vegetables near water source such as lack, stream, river, mostly along lower
land and Mekong River, for example Kompong Chhang and Kandal Province. Some
vegetables are not watered regularly such as pumpkin. In case of lacking of water,
farmers pump from river or stream nearby. It is watered and grown differently in
accordance with categories and geography. There are 70 percent to 80 percent of
Takeo and Kompong Speu Province grow in rainy season since there is inadequate
water supply in hot season (Ratanak, 2009).
One to two hectare of rice land was grown vegetable only 10A to 30A.
Vegetable has been attracted attention during 50-60 decade in Cambodia; it was
grown as simple plant, green house, and solution vegetable. In 1998, total vegetable

13

land was 33,747 hectare (1.50%-2% of agriculture land) with yielded 217,258 tone. In
1999, there were more than 34 kind of vegetables. Individually, Cambodian citizens
consume average 20 kg per year. There are 9,000 tone of vegetables are produced in
Kandal Province. In 2000, there were 38 kind of vegetables (Ratanak, 2009). In 2004,
vegetable land increased by 63,114 hectares mostly growth in Kompong Cham,
Kompot, Kompong Chhanng, Kandal, Battambang, Siem Reap, Kompong Thom,
Kompong Speu, and Takeo Province. They grow as family support rather than market
supply (Saran, 2010).
In term of socio-economics, the highest farmer education is secondary
school, 50.50 percent. There are 53.60 percent of farmers has more than 5 members.
In addition, 56.70 percent of famers age more than 40 years old. There are 71.13
percent of vegetable famer has a medium house (wooden house or brick house which
no room), only 3 percent are poor (palm house) (Saran, 2010). There are 70 percent of
the populations depend on agriculture and animal husbandry for their livelihood. Crop
production has grown by 7.50 percent. Farmland use for food crops grew from 1.57
million hectare in 2000 to 2.84 million hectares in 2007, of which rice field covered
over 90 percent (Cambodochine, 2004).

2.1.4

Pesticide Consumption
Cambodia had been facing food shortage after Khmer Rouge regime

was collapsed in view of tragedy of nearly two million people were killed (Ministry of
Planning & Ministry of Health, 2011), consequently they need to increase their own
self-sufficiency. To fulfill demand, Food and Agriculture Organization of the United
Nations (FAO) had imported enormously over 2,100 tons of pesticides during 1979 to
1982. The Compagnie Central Du Material Agricole (COCMA) also donated
pesticide and chemical fertilizer freely to the farmers. With the free market economy
in 1993, private sector (earned profit 250,000$/year), World Health Organization
(WHO), Food and Agriculture Organization, Cambodia IRRI Australia Project
(CIAP), Compagnie Central Du Material Agricole (COCMA), as well as International
Rice Research Institute (IRRI) still imported the pesticide freely to Cambodia while
others began to smuggle across in the border from Thailand and Vietnam. It
originated from Thailand (37.60%), British (7.60%), Cambodia (4.80%), China

14

(1.60%), Malaysia (0.02%), and Vietnam (48.20%). Neak Leoung (Prey Veng
Province), Koky, Koh Thom (Kandal Province), and Battambang Province are known
as where pesticide sold numerously. There were 3,200,000 liters of them were sold in
amounted to 20,000,000 US dollars where rice farmers used chemical fertilizer in
amounted (77-78%) for wet season and (87-94%) for dry season while the amount of
chemical fertilizer used per hectares for wet and dry season were 72 kilogram and 105
kilogram respectively in 2004 (Yu & Diao, 2011).
Presently, there are 78 pesticide kinds and 241 brand names which
only 0.80 percent of unnamed pesticides, and it is classified into 5 kinds in accordance
with WHO. Absolutely, most farmers do not comprehend precisely such pesticide, for
example 49.80 percent (farmers experiences use). Based on massive negative
feedback, the government has banned and limited some kind of pesticide and
chemical fertilizer imported and sold in according with sub degree on 28th October,
1998 by the royal government. It is not allowed to import and produce. Every package
shall bear a label printed in Khmer language unless it has been registered or approved
by Ministry of Agriculture, Forestry, and Fisheries (Savoeun, 2008). Using chemical
fertilizer unconscientiously, it results in health dangerous which influences to entire
economical family as well as a whole country.

2.2

Global Organic Agriculture

International Federation of Organic Agriculture Movements (IFOAM) was the

first private cooperative established in 1980. It set up organic product in 1992. In

1999, Codex Alimentarius established under integration between WHO and food
organization to set up international standard and law of organic product (Soeun,
2004). Based on Research Institute of Organic Agriculture (FiBL) and IFOAM (2014)
illustrated that organic market sizes have been increasing from 1999 to 2012 from
15.2 billion US dollars to 63.8 billion US dollars which have United State of America,
Germany, and France are leading country while organic agriculture land has increased
by 185,833 hectares, 0.5 percent in 2012. At that time, the top ten highest increasing
organic land countries are Greece, Mexico, Kazakhstan, Turkey, Tanzania, Italy,
Romania, France, Poland, and Denmark correspondingly. On the other hand, the top
nine largest organic markets in 2012 are USA, Germany, France, Canada, Italy,

15

Switzerland, Austria, Japan, and Spain which make 22,590 million Euros, 7,040
million Euros, 4,004 million Euros, 2,136 million Euros, 1,950 million Euros, 1,885
million Euros, 1,520 million Euros, 1,065 million Euros, 1,000 million Euros, and 998
million Euros respectively. Furthermore, organic agriculture is implemented in 164
countries in the world about 37.5 million hectares of agriculture land, and practiced
by 1.9 million farmers (FiBL & IFOAM, 2014). Taking into account, organic market
currently seems positively growth and continuously expand market size all around the
world. It appears slightly increasing because of green consumers and small
householder perception change. Whenever organic market growth it represents that
the healthy also growth. It flourishes not only in European continent and North
America but also in developing country such as China (3.5 million hectare) and
Argentina (2.8 million hectare). So far, organic standard has been developing for 25
years, this standard is improved by the owner producer (Veata, 2013).
According to Soil Association (2013) organic farming is the process of
organic growth without using chemical sustain, pesticide fertilizer, and is used only
fertilize soil by compost, animal manure, green waste, crop rotation, and clover. It
offers many benefit such as 60 percent higher anti-oxidant, less pesticide (10%), less
cadmium, less nitrogen (stomach cancer), protect environment, animal welfare,
wildlife protection, vitamin C, and avoid disease (Lea & Worsley, 2005; Soil
Association, 2013).

2.3

Cambodian Organic Overview

Issued of food safety and nutrition become the main concern which is

discussed and paid more attention globally. Taking this picture into Cambodian
circumstance, Cambodia, developing country, is the late member who just joint the
international organic agriculture less than one decade ago while Cambodian media
such as television, radios, and newspaper broadcast only the dangerous of using
chemical pesticide to health and environment. Noticeably the proportion of organic
agriculture currently produce less than 1 percent of the total agricultural product.
In 2011, 2,500 organic rice farmers has collaborated together to produce
organic rice which is well known and won award in annual world rice conference
2012 (high price) is called Phka Malis rice. Presently, organic agriculture becomes the

16

main topic of the public discussion among Cambodian citizen since there is
substantial benefits to be gained from it, for example, nutrient, more antioxidant,
healthier, tastier than the conventional food (COrAA, 2009).

2.3.1

Organic Production
Cambodia has organic rice, palm sugar, fruits, and vegetables.

According to Willer and Kilcher (2009) pointed out that Cambodia has total land
under organic management about 11,350 hectares equal 0.21 percent in 2008 whilst
the organic cereal land are 4,320 hectares, and there are 9,350 producers in 2007.
Moreover, organic palm sugar area are 72 hectares. In addition, Organic tropical and
subtropical fruit totally are 128 hectares includes area fully converted (110 hectares)
and the rest is area under conversion, especially its organic share is around 0.3
percent. Additionally, Cambodian organic vegetable area are 23 hectares includes 7
hectares area fully converted and the rest is under conversion while there is no organic
share (FiBL & IFOAM, 2014). Due to organic vegetable grower or famer, they are
very happy since this increase their livelihood although at first it takes time and
diligent to grow that but little while they can improve their management skills, soil
quality, reduced cost, improved product quality, and yield sooner increase, and they
can sell their vegetable year-round which get more additional net profit around 50
cent to 75 cent per kilogram over normal price (Renzenbrink, 2013). In 2009,
Cambodia had organic agricultural land about 10,725 hectares. Three years after, from
2010 to 2012, organic land fluctuated between 8,084 hectares, 8,285 hectares, and
9,055 hectares respectively. Later years, it increased about 770 hectares-equally 9.30
percent. It is increasing steadily over the last three years. In 2012, data was shown that
there are 5,818 producers, 2 processors, and 4 exporters involve with organic
agriculture (FiBL & IFOAM, 2014).

2.3.2

Organization of Organic Agriculture

Absolutely, agricultural institutions have been developing enormously

in organic filed presently. So far, local organization involved with organic agriculture
are The Cambodian Center for Study and Development in Agriculture (CEDAC),
Khmer Fields Foundation (SRER Khmer), Peri Urban Agriculture Center (PUAC),

17

Advertise of Development Research Agency, Company Angkor Kasekam Rung

Reung, Michel Farm, Company Khmer Agricultural Product, and Human Resource
and Rural Economic Development Organization (HURREDO). Mostly, they grow at
Kompong Thom, Kampot, Kandal, Siem Reap, Takeo, Kompong Chhang, Prevey,
Kompong Speu, and Kompong Cham. Organic rice has been begun in 2003 lead by
Deutsche Gesellschaft fur Technische Zusammenarbeit (GTZ), Oxford Committee for
Famine Relief (OXFAM Quebec) and NGO CEDAC (Savoeun, 2008).

Figure 2.3 Logo of CEDAC and Natural Agri-Product logo under CEDAC
Management
Source: The Cambodian Center for Study and Development in Agriculture [CEDAC]
(n.d.)

The Cambodian Center for Study and Development in Agriculture

(CEDAC), non-governmental organization, was established in August 1997 initiated
supporting by French NGO GRET. This popular organization has its own organic
shop in Phnom Penh city sold organic rice, vegetable, palm sugar, wild honey, and
rice wine called Natural Agri-Product shop as shown in Figure 2.3. First, CEDAC
provides training service to producer group or cooperative and inspects them by using
their own internal control system for small holder group. More than this, CEDAC has
cooperated with international certified organization such as NOP-USDA, EU regular,
and Fair TSA certificate in order to export to international market. Presently, 22 of the
24 provinces, CEDAC has assisted about 160,000 families from 7,200 villages.
CEDAC has trained farmers grow more than 1,000 rice varieties and several fragrant
rice (CEDAC, n.d.).

18

The popular fragrant rice, Phka Malis, grown by small farmers in

Kompong Chhang, Kompong Speu and Takeo province. Rice growers land average
around one hectare. There are 50 percent of field growing organic Jasmine rice for
supply both in local and exporting whilst the rest grows for family consumption.
Although organic fragrant rice harvests between 2.5 tons to 3.5 tons per hectares,
System of rice intensification (SRI) has increased to 5 tons per hectare. SRI is a set of
growing method which growers enable to harvest more rice from traditional varieties,
use less water, seed, less land, own organic fertilizer. They use straw, plant biomass,
animal dung make compost to fertilizers with soils. The yield of fragrant is less than
non-fragrant rice but the price is higher. Kompong Speu province grows organic
vegetable under CEDACs support. Recently, Natural Agri-Product under CEDAC
management has 9 branches in Phnom Penh (CEDAC, n.d.).

2.3.3

Organic Market and Certification System

However, organic market segmentation has been rising steadily over

the last decades even though the Ministry of Agriculture, Forestry, and Fisheries
(MAFF), with Cambodia Royal Government, has not yet constituted the organic law,
but many cooperative are formed. Moreover, the organic label is not restricted, so
business household can stick the organic logo on their product freely. Those organic
vegetables were sold mostly at supermarket and organic shop. In addition, citizens
believe that the quality of vegetables in supermarket are better than the fresh market
even some supermarket brought vegetables from the fresh market and stuck the price
as shown in Figure 2.4.

19

Figure 2.4 Cambodian agricultural product market survey

Source: Market Survey (January 22, 2015)

Noticeably, Cambodia Organic Agriculture Association (COrAA) was

established in 2006, the domestic private organization, which formed in the purpose
of promoting organic products in Cambodia. COrAA tries to help farmer, producers,
traders, food processor, and consumer on organic agriculture in order to certify the
organic product. This association has two main organic labels such as organic mark
and chemical free mark as shown in Figure 2.5 and Figure 2.6.

Logo of Organic

Logo of Chemical Free

Figure 2.5 Logo of organic and chemical free vegetable in Cambodia

Source: COrAA (2009)

20

Figure 2.6 Cambodian organic vegetable market survey

Source: Market Survey (January 22, 2015)

COrAA needs to audit several time for short term product such as
vegetable while the annual crop as fruit is inspected fewer than short term product.
Both organic and chemical free mark have different criteria. To get organic
certification, there are certain procedure and schedule. The farmers or organizations
must not use any chemical substances (chemical fertilizer, pesticide, herbicides, and
fungicides), must follow organic procedure strictly, no use external input, improve
soil fertility within farm source only, and spend one year or more for investigation.
They can be warned or banned in case of inconsideration. However, if there is little
common mistake in that process, they could be offered as no chemical free in return.
So far, there are 30 organic members which 20 of them got organic mark and the rest
are chemical free. Those organic and chemical-free products are vegetable, moringa
product, fruits, sprout, rice, pepper, mango, cashew nut, and so on. Moreover, COrAA
has joint with Organic Agriculture Certification Thailand (ACT) (COrAA, 2009).

2.4

Theory of Planned Behavior and Reasoned Action

There are many theories and conceptual models in examining consumers

intention to purchase organic products as empirical researches have been undertaken

in according with theory of choice experiment (Denver & Jensen, 2014; Janssen &

21

Hamm, 2012), mean-end approach (Zanoli & Naspetti, 2002), regulatory focus theory
(Hsu & Chen, 2014), and theory of planned behavior (Chen, 2007; Voon et al., 2011).
Among those theories, researcher decides to develop conceptual framework based on
integrated theory of planned behavior (Ajzen, 1991), theory of reasoned action
(Fishbein & Ajzen, 2011), and models of Michaelidou and Hassan (2010), Lobo et al.
(2014), Ozguven (2012), and Kavaliauske and Ubartaite (2014) because those theories
are popularly used and up to date with market research. This model and theory discuss
about consumer opinion, product attribute, and socio-economics status, and examine
deeply on influence of consumer ethical lifestyle, health consciousness, price
perspective, food safety concern, and product attribute on consumer purchasing
organic food.
Theory of reasoned action is illustrated about the behavior attitude and
subjective norm. First, behavior attitude consists of behavior belief and behavior
evaluation. For example, a person beliefs in eating organic food is enjoyable or not
and expect they will provide that person more benefit than other do. Second,
subjective norm is divided into two parts such injunctive norm (opinion of reference
group encourage that person) and descriptive norm (the persons perception on
behavior of people around him or her). In addition, theory of planned behavior has
added one more factor is perceived behavior control which human has capable or
confident in doing what they what to do. There are two factors such as internal control
and external control. Furthermore, there are three main sensory properties which has
impacted on consumer choice such as food appearance, odor, and taste (Ogden, 2011).
Consumer behavior is the process of receiving information of product, circumstance
to purchase, and deposing of product or service. There are two main factors that
influence on consumer behavior. The first one is consumer him or herself, it involves
with their culture, personality, life stage, income, attitude, motivations, feeling,
knowledge, ethnicity, family, values, available resource, opinions, past experience
and peer group. In addition, the second main point depends on organization such as
brand, advertising, marketing mix, convenience, product features, word of mouth,
retail displays, quality, loyalty program, and product availability (Blackwell et al.,
2007).

22

2.4.1

Behavior Attitude
Behavior Attitude consists of health concern, environmental concern,

credence of organic food, and quality of food which are statically significant on
consumer willingness to purchase. It has not only affected on purchasing power but
also has interacted with subjective norm

(Voon et al., 2011). Factors influence

consumer to buy are motivation, behavior, belief, and attitude. Most organic
consumers buy in term of health concern, food safety, environmental anxiety, food
component, sensory attribute (nutritive value, taste, freshness, and appearance),
availability of food, and quality of food can push and pull consumers purchasing
power (Shafie & Rennie, 2012). Based on choice experiment, credence attribute
(product attribute) is important of organic label which consists of search attribute
(price, color) and experience attribute (taste, durability). To gain credence attribute,
the third party certified organic logo is needed. In Europe, there are many certified
logos of organic food. Consumers trust on food sticking organic label rather than none
(Janssen & Hamm, 2012).
Product characteristics consist of product design, product labelling,
product innovation, and range of product. Basic and additional characteristics are the
component of product design. Nutrition and health are basic characteristics while
sensory (color, taste, smell) and ethical property (intangible value) are classified as
additional characteristics. In line with this context, consumers have poor
understanding about labelling but they tend to trust in case of government cooperation
to certify (Schleenbecker & Hamm, 2013). Organic foods are purchased by
consumers who value health, safety, quality, authenticity and naturalness in food
(Manuela et al., 2013). Consumers appreciate the value of organic food but it is
inconvenient to find and buy in normal price. Whenever heard organic product, most
of people think about health but the people have different idea about health based on
their experience usage and level of information about health, so they have different
need and perception such as tasty and nourishing product. Result shown that organic
buyers buy more than one time per week (Zanoli & Naspetti, 2002).
Based on choice modeling shown that tasty of organic become the
main attribute for consumer choice, and color attribute was positively valued by
consumers (Denver & Jensen, 2014). Consumers have high expectation regarding

23

consuming apples. Increasing consumer understanding about organic product in

positive way can affects on consumer preferences to purchase even at premium price
(Denver & Jensen, 2014). Consumers highly value freshness of salad, shelf life, as
well as the appearance. The salad freshness will decrease after one week store
(Dinnella et al., 2014). Consumer personality traits were found to be significantly
affected on consumer ethical beliefs (Lu et al., 2015).
Health benefit is known as less value in raising consumption
(Michaelidou & Hassan, 2010). In addition, ethical behavior involves with product
safety, health concern, product composition, price, and product availability. Consumer
ethical belief is the priority reason in purchasing organic food such as perceiving
healthy and environmental friendly while the health concern is the second positively
significant affect on. They also care about product composition (Kavaliauske &
Ubartaite, 2014). People think about healthiness, nature farming, clean food, without
chemical, and ethical food. There are 49 percent of consumers purchase in term of
health while 23 percent of them think about local produce and environmental
protection. There are 60 percent of organic consumers shop at supermarket where 80
percent of shopping are organic fruits and vegetables (Lobo et al., 2014).
Result was shown that there are a lot of product availability in the
market, but consumers seem not to interest with those products (Kavaliauske &
Ubartaite, 2014). They seem not fully trust on organic food that has advantage on
their stress and weight. In contrast, they have concerned about chemical residue,
quality and safety on food. In addition, they value on food appearance and product
labeling. Four main factors were constructed such as quality, price, healthy, and food
safety. Among these, quality has higher correlation than others pairs that is
explainable (Ozguven, 2012). Healthy, tasty, fashionable product, attractive new, and
environmental friendly are the motive to purchase produce. The primary factors are
health and environmental concern. More than 50 percent of organic buyers concern
about pesticide residue while 10 percent of them very concern about genetically
modified organisms. Majority of organic consumers buy it at supermarket weekly and
they look at freshness and tasty (Roitner-Schobesberger et al., 2008).

24

2.4.2

Subjective Norms
Subjective Norms is statically significant on consumer willingness to

purchase. Specializers or lovers recommendation are known as strongly subject

norm (Voon et al., 2011). Physiological health and reliance industry are statically
significant on willingness to purchase functional food, especially the older consumers
(Siegrist et al., 2008). Local people have low concept about food safety so it should be
shared more information. In line with this, the food handling practice and food safety
are publicly concerned. Main effective media such TV and radio can assist in sharing
information to consumers. Consumers will trust more in case of government takes
action with that programmed (Ergonul, 2013). They has poor understanding about
organic logo certification of each product (Lobo et al., 2014). To attract other
consumers, organic product should be shared information related to health and
environmental benefit further (Kavaliauske & Ubartaite, 2014).
Insufficient information about organic product, label, method are
recognized as barrier, so product characteristic, method, composition, supply wide
range of product and third party certify label should be informed to raise consumer
understanding in making decision to purchase organic product (RoitnerSchobesberger et al., 2008). To push consumers in selecting one product, consumers
need to be aware of product, trust, standard and control system. Sticking government
to certify on organic food, consumers increase more credence on that product since
this bases on subjective knowledge rather than objective fact. Noticeably, in European
organic foods have been growing remarkably, and consumers majority fully trust on
governmental logo according to high frequent of purchasing. This research also
suggested that government logo can gain more price than others (Janssen & Hamm,
2012). Market messages such as promotion, trust propensity, and self-confident can
raise consumption volume. Results shown that communication messages have
impacted on consumer intention to purchase in case match their regulation (Hsu &
Chen, 2014). Mostly, consumers put truth on product labelling, media, quality of
product, and reputation of company because putting organic label on market is not
restricted (Voon et al., 2011).

25

2.4.3

Perceived Behavior Control

Perceived Behavior control (affordability) is failed to rejected

(significant) on consumers willing to purchase. Moreover, income and education are

the best communication tool enhancing information sharing about organic food (Voon
et al., 2011). Demographic profile is vital for product safety. Consumers make a
decision to purchase based on their income, age, and gender (Tobin et al., 2012). Price
is negative (Denver & Jensen, 2014). Consumers are willing to pay a premium price
depend on their experience or purchasing frequency (Janssen & Hamm, 2012). There
are three main factors affected on intention such as product, role of personal, and
economic along with demographic. Income has statiscally signinficant to purchase
organic espcially higher income has higher propensity for consumption while price
becomes the barrier, and lower income has negative direction (Michaelidou &
Hassan, 2010).
There are three type of consumers such as reluctant consumers, proorganic consumers, and organic sceptic consumers. Pro-organic consumers are willing
to pay at high price because of health and nutrition cognition while the reluctant
consumers do not dare to buy because of additional price and unclear information
about labelling. Organic sceptics consumers have negative attitude on price. Raising
demographic status such income, lifestyle, and growth of health awareness have
driven organic demand (Lobo et al., 2014). Anyway, price is not the matter for
organic consumers since they thought that it is affordable. Organic consumers mostly
are young age from 26-35 years. Recently, researcher illustrated that demographic
does not have significantly influenced to buy organic product (Kavaliauske &
Ubartaite, 2014).
Organic consumers normally are married and educated man age range
from 36-45 years. Price has higher correlation than others pairs that is explainable
(Ozguven, 2012). Demographic has influenced on consumer consumption. For
example, age, income, and education have relation with organic consumers. Price
stands still the barrier for organic product, but organic consumers dare to buy at
premium price in term of understanding about perishable and benefit of product while
non-organic does not because they thought there is not make any difference between
those beside extravagant price (Shafie & Rennie, 2012). Results revealed that organic

26

consumers tend to be older people over 40 years old associated with higher education
and income while household income and number of child are not significantly
affected on organic consumption (Roitner-Schobesberger et al., 2008).

2.5

Conceptual Framework
All the notions from empirical researches and philosophies from scholars are

apparently united in one configuration in the purpose of understandable of the general

concept of this phenomenon relationship between influenced factors and consumers
intention based on theory of planned behavior and theory of reasoned action as shown
in Figure 2.7.
To extract precise and concise factors of consumers intention to purchase
organic vegetables from these theories, research hypotheses are developed based on
the aforementioned extensive scientific works identify seven factors leading to
purchase organic vegetables namely health consciousness, ethical lifestyle, product
attribute, product availability, price perception, food safety concern, and consumer
trust as shown in Figure 2.8.

Product
Attribute

Affective

Nutrition
Health
Concern
Food Safety
Concern
Environment
al Concern

Behavior
Attitude

Instrument
Theory of Planned Behavior

Animal
Welfare
Intention to Purchase
Organic Vegetable

Ethical
Lifestyle
Significant
Person

Behavior to Purchase
Organic Vegetable

Theory of Reasoned Action

Injunctive

Price

Subjective
Norms

Society

Descriptive

Product
Availability

Easy &
difficult

Perceived
Behavior Control

Socio-Economics

Figure 2.7 Conceptual framework

27

HEALTH CONSCIOUNESS
H1
ETHICAL LIFESTYLE

PRICE PERCEPTION

H2
H3
H4

FOOD SAFETY CONCERN

INTENTION TO PURCHASE ORGANIC

VEGETABLE PRODUCTS

H5
PRODUCT ATTRIBUTE

H6
H7

Socio-Economics Status

PRODUCT AVAILABILITY

CONSUMER TRUST

1. Gender
3. Number of child
5. Occupation

2. Age
4. Social class
6. Income

Figure 2.8 Research hypotheses

28

CHAPTER III
RESEARCH METHODOLOGY

To archive this research, the researcher has been using many vital instruments.
First, questionnaire designs have been used to be the most important tool for this
research as primary data. Next, researcher uses secondary data such as journals,
newsletter, books, and internet source to verify the objectives. Then, some stationeries
and other electronic programs such as SPSS program, Microsoft Office, EndNote X7,
and crosreff.org will be used to assist this research.

3.1

Specific Procedures
To carried out this research, the researcher has to follow several steps. First,

researcher has to choose the most interesting topic among several topics and get an
approval from the adviser and co-adviser as well as graduate school. Then researcher
commences to write the first proposal writing which consists of three chapters. After
that, researcher designs the questionnaires responding to the objectives of the research
to collect the data for findings. Finally, researcher interprets and reports the results of
the data collection, and defines the research.

30

3.2

Research Population and Sample

This research focuses on consumers awareness and intention to purchase

organic vegetables, so the unit of this research is consumers intentions to buy organic
vegetable at Phnom Penh City. The target populations are all consumers intention to
buy organic vegetable in Phnom Penh city during 1 June to 1 July 2015.
Unfortunately, sampling frame list of all consumers intention to buy organic
vegetables in Phnom Penh City during 1 June to 1 July 2015 cannot be found.
Therefore, the populations of consumers are assumed into three types of consumers
such organic consumers, non-organic consumers, and never heard organic consumers.
Those are considered as population. To build a reliable data, up to 385 respondents
associated with convenient sample of unknown population was conducted in AEON
MALL PHNOM PENH and CEDAC organic shop to assess all kind of consumers
based on Cochran (1963) developed the equation below to yield a representative
sample for proportions because the topic of organic product is relatively new and the
number of population is unknown.

Z 2 pq
( n 2 ) (Ary et al., 2006; Cochran, 1963), equalizing to 100 percent of the
e
population.
Where:
- n represents the respond of consumers- are the sample size
- Z represents confident level at 95 percent correspond to a Z score equal
1.96 under normal curve
- e represents the level of precision or margin of error or confident interval of
5 percent
- p represent estimated proportion of an attribute or standard deviation that is
present in population equal 0.5 (maximum variability)
- q equal 1-confident interval at 95 percent equal 0.5

(1.96) 2 (0.5)(0.5)
385 samples
(0.05) 2

Therefore, the sample size of the research is 385 respondents

With a planned proportion estimate of 50 percent at 95 percent confidence
level, we get a sample size of 385. Pertaining to sampling adequacy, this research will

31

be collected 456 samples to avoid unusable questionnaires or incomplete

questionnaires.

3.3

Research Instrument
Structure questionnaires are used as tools to obtain data which is popularly

used and responsibly administered because data providers just only need to read and
tick with close end question. In addition, it is a kind of indirect answer, so data
providers are not hesitated or has any pressure to provide answers. This method can
construct statically useful information, generate relatively stable outcome, reasonably
high in reliably, validity to avoid holistic and becoming a vital instrument in this
research from the questionnaires.
Consumers questionnaire was divided into several sections which consisted
of a number of questions. The first section was about the socio-demographic of
respondents, the second part distinguished the number of never heard organic and
non-organic consumers as well as organic consumers while the last emphasized on the
reasons that cause consumers want to buy, not to buy organic vegetable, purchasing
pattern of organic consumers, and characteristics of organic consumers as shown in
Figure 3.1.

I. Socio-Demographics (Question 1-10)

Indentify group of "Heard Organic Term" and " Never Heard Organic Term"
(Question 11)

Ever-heard organic term

(Continue)

Knowledge (Question 12-13)

Source of information (Question 14)

Never-heard organic term

(Stop interview)

II. Consumer Knowledge and Awarness

(Question 12-15)

Label (Question 15)

III. Indentify group of "Organic Buyer" and "Non-Organic buyer"
(Question 18)

Purchasing frequency (18)

Buying Behavior (19)
Kind of organic product (20)

Reasons not to buy

(23)

Non-Organic buyer
(Skip to 23)

Price perception (16)

Organic Buyer

Product range (21)

Reasons to buy (22)

Trust in Label (17)

IV. Consumer attitude and intention (statement )

32

Figure 3.1 Structure of questionnaires

33

English version of questionnaire was revised and translated to Khmer version

precisely and vice versa. There were 25 main variables in this questionnaire as listed
in Table 3.1

Table 3.1 Variables and measurements of supermarket and organic food shop
N0

Name

Label

GENDER

Gender

AGE

Age

STATUS

Status

MEMBER

Member of household

5.

KIDS

Are there any kids under 15 years old

Measurement
Nominal
Scale
Nominal
Scale
Nominal

living in your household?

6

OLDPP

Are there any older people above 60

Nominal

years old living in your household?

7

EDUCATION

What is your highest education?

Ordinal

OCCUPATION

What is your employment?

Nominal

INCOME

What is your approximate monthly

Ordinal

personal income?
10

DISEASE

Have you or your family had serious

Nominal

disease?
11

HEARD

Have you ever heard organic term?

Nominal

12

KNOWLEDGE

How well do you know about organic

Nominal

product?
13.1 PESTICIDEKN

Organic product do not carry pesticide

Nominal

residue
13.2 ENVIREMKN

Organic farming is good for the

Nominal

environment and health

13.3 FARMINGKN

Organic farming is the process of

organic growth without using chemical

Nominal

34

Table 3.1 Variables and measurements of supermarket and organic food shop (Cont.)
N0

Name

13.4 SOILKN

Label
Organic farming is used only soil

Measurement
Nominal

fertilization by compost and animal

manure
14

MEDIA

Where do you get information of

Nominal

organic food?
15a

KOLAB

Have you ever seen this organic label?

Nominal

15b

KCLAB

Have you ever seen this chemical

Nominal

label?
15c

TOLAB

Is it organic label?

Nominal

15d

TCLAB

Is it chemical label?

Nominal

16

PRICE

What do you think of price of organic

5 point scale

food?
17

TRUST

How do you trust organic labeled

5 point scale

food?
18

FREQUENCY

How often do you buy organic

Nominal

vegetables?
19

PATTERN

I buy organic vegetable with.

Nominal

20

DECISION

You buy organic vegetable based

Nominal

on..
21

KIND

Most frequently I buy..

Nominal

22

SATISFACTION

Are you satisfied with the range of

Nominal

organic products offered in the super

market or organic market?
23

REASONBUY

Reasons to buy organic vegetable

Nominal

24

RASONNOTBU

Reasons not buy organic vegetable

Nominal

25

STATEMENT

Statement of agreement (items)

5 point scale

In addition, this scientific research aims to explore the main factors affecting
consumers intention to purchase organic vegetables using multiple regression
analysis as most empirical research uses. Hence, the questionnaires cover on forty-one

35

sentences which measured in 5 point Likert scale anchored by 1= strongly disagree

and 5= strongly agree. A modified statement version are developed through
comprehensive literature search from Torjusen et al. (2001), Michaelidou and Hassan
(2010), Voon et al., (2011), Shafie and Rennie (2012), and Dinnella et al. (2014)
vigorously. The model specification comprises mainly of one endogenous-intention to
purchase (IT) (5 statements are measured) and seven exogenous variables (consumer
ethical lifestyle (EL)-4 statements are measured, health consciousness (HC)-3
statements are measured, price perspective (PP)-3 statements are measured, food
safety concern (FS)-4 statements are measured, product attribute (PA)-4 statements
are measured, product availability and convenience (AC)-3 statements are measured,
and consumer trust (CT)-4 statements are measured) as shown in Table 3.2.

Table 3.2 Statement of agreement of reason to purchase organic vegetables (41 items)
Items were measured on a 5-piont Likert scale where 5 is strongly agree and 1 is strongly disagree
Variables
Behavior Attitude

Name
1BT-ENV

Label
1. Organic agriculture are good for environment

Source
(Lobo et al., 2014; RoitnerSchobesberger et al., 2008)

Perceive behavior control

Subjective norm

2BT-VIT

2. Organic vegetable has higher vitamins and nutrients than

(Ozguven,
conventional
2012) one

3BT-HEA

3. Organic vegetables are good for my health

(Hoefkens et al., 2010; Lobo

4BT-TAS

4. Organic vegetable are tastier than conventional one

et al., 2014; Roitner-

5BT-QUA

5. Organic vegetable has high quality than conventional one

Schobesberger et al., 2008)

6PBC-AF

6. I can afford to buy organic foods if I want

(Pomsanam et al., 2014a)

7PBC-DE

7. The decision to buy organic vegetables is up to me

8PBC-TI

8. I have money/time/opportunity to buy organic vegetables

(Voon et al., 2011)

9SN-STA

9. Food store sales staff advise about organic vegetables

(Pomsanam et al., 2014b)

10SN-BE

10. I eat organic vegetable because my beloved one encourage

(Hoefkens
me to et
eatal., 2010)

11SN-FR

11. I buy organic vegetable because my friend or neighbor buy

(Voon
it et al., 2011)

36

Table 3.2 Statement of agreement of reason to purchase organic vegetables (41 items) (Cont.)
Variables
Intention to purchase

Name
12IT-NU

Label

Source

12. I would buy organic food if I know it is more nutritious than (Voon et al., 2011)
conventional one

13IT-EN

13. I would buy organic food if I know it is environmental

friendly

14IT-CO

14. I would buy organic vegetables if I can get them more

convenient

15IT-PR

15. I would buy organic vegetable if the price is the same

conventional product

16IT-FO

16. I intend to buy organic vegetables in the next fortnight for

(Michaelidou
my beloved
& Hassan,
one
2010)

Health Consciousness

Ethical lifestyle

17H-FAT

17. I care about cholesterol and fat

(Voon et al., 2011)

18H-HEA

18. I reflect about my health a lot

(Michaelidou & Hassan,

19H-SEL

19. I am very self-conscious about my health

2010)

20EL-NO

20. I buy environmental friendly non-food products (eg. (Michaelidou & Hassan,
Detergents/ cleaning product)

21EL-PA

2010)

21. I would pay extra for more environmental friendly cars and

37

Table 3.2 Statement of agreement of reason to purchase organic vegetables (41 items) (Cont.)
Variables
Ethical lifestyle

Price perception

Food safety concern

Name

Label

Source

22EL-UN

22. I dont choose products and brands which involve unethical

business

23EL-CH

23. I buy goods or service from charity retail outlets directly

linked to ethical methods of production

24P-PRI

24. Organic vegetables price are high

25P-INC

25. Only consumer with higher income can afford organic food

26P-BUD

26. Organic food is beyond my budget

27FS-CH

27. Nowadays most foods contain residues from chemical

(Voon et al., 2011)

(Michaelidou
sprays and&fertilizers
Hassan,
2010)

28FS-PR

28. I am concerned about how food is processes

29FS-PE

29. It frighten me to think that much of the food I eat is

(Voon et al., 2011)

contaminated with pesticides

30FS-PR

30. I am very concerned about the amount of artificial additives

(Torjusen
and preservative
et al., 2001)in vegetable

38

Table 3.2 Statement of agreement of reason to purchase organic vegetables (41 items) (Cont.)
Variables
Product attribute

Name

Label

31PA-TA

31. Tasty and delicious is important for organic vegetable

32PA-FR

32. Fresh products is important for organic vegetable

33PA-CO

33. Color is important for organic vegetable

34PA-AP

34. Appearance is important for organic vegetable

Product availability and

35AC-FA

35. It is difficult to buy organic vegetables because it is so far

convenient

36AC-LI

36. Organic vegetables are only available in limited markets

37AC-VA

37. The stores that I frequently shop do not sell a variety of

38T-LOG

38. I trust on organic logo rather than none

39T-HON

39. I trust that those selling organic food are honest about

Trust

Source
(Shafie & Rennie, 2012)

(Dinnella et al., 2014)

(Voon
from
et al.,
my2011)
house

organic food
(Voon et al., 2011)

organic nature of their products

40T-PRA

40. I trust the local producers of organic food are practicing

41T-INF

41. I trust the information on organic food labels

organic farming

Pertaining to pilot questionnaires, 41 items were developed thoroughly beforehand based on 89 online respondents. Then the
Cronbachs Alpha showed that all the items were reliably loaded more than the threshold of 0.5 which loaded on the factor, so the
finalization of questionnaire development was constantly retained, 41 items.

39

40

3.4

Data Collection
To gather the useful information, the researcher has been followed several

steps. First, market survey and observation were conducted in the purpose of
purposive sampling to select market in Phnom Penh. AEON MALL PHNOM PENH
and CEDAC organic shop were selected based on purposive sampling. Then,
questionnaire designs have been developed to be used as the most important tool for
this research. It questioned to the very important respondents who could provide
reliable information included organic consumers, non-organic consumers, and neverheard organic consumers. To developed questionnaire designs, pilot research were
conducted. Finally, 456 respondents were collected by using convenient sampling in
these shops.
456 Khmer revised quantitative survey associated with non-probability was
distributed to respondent randomly a head of AEON and CEDAC supermarkets gates
on June 01, 2015 to July 01, 2015 in Phnom Penh metropolis every evening between
the hours of 3:00 PM to 7:30 PM where most people like to go, so they have equal
chance to provide data. Before obtaining data, the surveyors were trained to
administer questionnaire firmly beforehand. The target respondents of this research
were the consumers who had ever bought or heard about organic product and willing
to help based on their interest and availability. Consumers who have not ever heard
organic food are excluded because they have no idea on what organic are. In return of
completing survey, data provider received a bar of soap as an incentive for spending
valuable time individually. During freelance, data providers were recruited by data
collectors judgment and asked to answer the question. In case of refusing providing
data, the next candidates were asked instead of.

3.5

Data Analysis
To extract the pertinent and useful information for further manipulation and

interpretation, the data analysis was conducted to build an accurate and reliable data
using several methods and steps to reach a certain conclusion. Questionnaire checking
was the primary step to verify since returning from field work questionnaire may be
unacceptable for several reasons (all the questions were answered completely?, Did
the response show little variance?, the pattern of response may indicated the

41

respondent did not understand or follow instruction or carelessness, the questionnaire

was answered by unqualified respondent?) was excluded. Fortunately, the first step
was pass. Secondly, raw data were coded for data preparation, simply transformed
information from field work into database. Double check database with questionnaires
were implemented since the analysis and results surely depended on the quality of
data (possibility of errors in handling instruments raw material, data entry, assigning
codes, value, value labels, and transcribing). In case of any obvious data errors or
outliers (i.e age =110 (10 or 11?) or missing data), did the respondent did not give an
answer? Or was the answer accidentally entered the wrong one into database?
Univariate descriptive analysis were run by graphical method (for nominal and
ordinal data used bar or pie chart while continuous data used histogram and box plotone categorical and one continuous variable) and numerical method (nominal and
ordinal used frequency/ proportion and continuous data used mean and standard
deviation). After obtaining the accurate and reliable data, normality distribution was
run to verify errors to be normally distributed by examined a histogram or normal
probability plot of the standardized residual to check for normality. Then, researcher
run descriptive statistics such as frequency, descriptive, explore, and multiple
response in accordance with each objective of the research. In addition, 5 Likert scale
statements were proceeded with reliability test, exploratory factors analysis,
correlational analysis, and multiple regression analysis using Statistical Package for
Social Sciences (SPSS) version 22.

3.5.1

Determination of Variables
To determine variables in this research, it is divided into two vital

variables including dependent variable and independent variables.

A dependent variable is measurement in the experiment and what is
affected during the experiment. The dependent variable responds to the independent
variables. It is called dependent because it "depends" on the independent variables.
Example, researcher interests in how stress affects heart rate in humans. Independent
variables would be the stress and the dependent variable would be the heart rate.
Researcher can directly manipulate stress levels in human subjects and measure how
those stress levels change heart rate.

42

According to this research title Consumers awareness and intention

to purchase organic vegetable, it can be mentioned that this research aimed to
evaluate the factors influence on consumers intention to purchase organic vegetable.
The dependent variable is the variable that affects from the other
variables. In this research, the dependent variable is intention because it could be
changed depending on several factors such as consumer ethical lifestyle, health
consciousness, price perspective, food safety concern, product attribute, product
availability, and consumers trust.
An independent variables are the variables researcher has control over,
what researcher can choose and manipulate. It is usually what researcher thinks that it
will affect the dependent variable. It may be something that is already there and is
fixed, something researcher would like to evaluate with respect to how it affects
something else. It focuses on forces or conditions that acts on something else and can
have influenced on the dependent variable. If the independent variables change, the
dependent variable will be changed as well.
In this research, the independent variables are all the variables that
have influenced on the consumers intention to purchase organic vegetables such as
consumer ethical lifestyle, health coconsciousness, price perspective, food safety
concern, product attribute, product availability, and consumers trust.

3.5.2

Determination of Hypothesis
Organic vegetables play significant roles in keeping body healthy and

environmental friendly. Perceiving about organic consumers characteristics, it will

assist to determine the foremost components in reinforcement of organic purchasing
power. As such, it has many contingency factors influenced on dependent variable is
intention whilst independent threshold are ethical lifestyle, health consciousness, price
perspective, food safety concern, product attribute, product availability, and
consumers trust.
Having known the definition of dependent variable and independent
variables, it clears that these two variables are correlation together. To figure out the
real phenomenon of consumers intention to purchase organic vegetables, seven

43

hypotheses has been applied. Based on aforementioned literature discrepancy, this

research hypothesizes that:
H1: Consumers concern about health has a positive influence on the
intention to purchase organic vegetables.
H2: Consumer ethical issues have a positive significant impact on the
intention to buy organic vegetables.
H3: Price has significant impacted on the intention to buy organic
vegetables.
H4: Consumers concern about food safety has a positive influence on
consumers' intention to buy organic vegetables.
H5: Products attribute has a significant impact on the intention to buy
organic vegetables.
H6: Product availability has significant influence on consumers
intention to buy organic vegetables
H7: Trust has a positive impact on consumers intention to purchase
organic vegetables.

CHAPTER IV
RESULTS AND DISCUSSION

The results of this research have been classified in accordance with the
objectives. There are three main objectives of this research. The first is to answer the
demographic characteristics and purchasing pattern of organic consumers. The second
is to comprehend consumers knowledge about organic label and organic term. Last
but not least is to explore the key factor affecting organic consumers intention to
purchase organic vegetables.

4.1

Demographic Characteristics and Purchasing Pattern of Organic

Consumers Analysis
According to 456 samples were obtained through structure questionnaires

which was predominantly by female (51.50%) and mostly had average age 27.06
years (SD=7.08). With regard to major educational level was bachelor degree (73%);
98 percent of them were employed with (69.70%) were single, which had monthly
income around 150-300 USD (38.80%) as shown in Table 4.1. On July 01, 2015,
1USD was approximately 4,095 Riel as bid price while asked price 4,107 Riel equal
1USD (ACLEDA BANK PLC, 2015).

Table 4.1 Socio-demographic status of respondents

Sample Size

456 Sample Size

456

Gender

(%) Occupation

(%)

Male

48.50

Employment

Female

51.50

Household

1.80

Retired

0.20

Family Member (average)

5.43

Age

(%) Respondent Status

98.00

(%)

17-30

82.20

Single

69.70

31-45

14.70

Married with Kids

22.60

46-64

3.10

Marriage

7.50

45

Table 4.1 Socio-demographic status of respondents (Cont.)

Sample Size
Average
Education Status

456 Sample Size

27.06

456

Divorce

0.20

(%) Monthly Income (dollars)a

(%)

Never been to school

0.70

0-149b

16.40

Primary school

1.30

150-300

38.80

Secondary school

4.20

301-450

21.50

High school

10.30

451-600

11.00

Bachelor

73.00

601-1,000

9.00

Master or higher

10.50

Over 1,000

3.30

a.

1 USD = 4,095 Riel (ACLEDA BANK PLC, 2015)

b.

National minimum wage equal 149 USD

There were three kinds of consumers such as organic buyers, non-organic

buyers, and never-heard organic buyers. (1) Organic buyers were the people who had
ever bought organic product while (2) non-organic buyers were the people who had
ever heard organic product but never consumed it, and (3) never-heard organic buyers
were the people who never heard about organic product from the past until now. The
organic buyers were 214 people equaled 46.90 percent while non-organic buyers and
never-heard organic consumers were 41.20 percent and 11.80 percent, respectively.
Gender was relatively statistically significant related with consumer behavior (

(2)

= 11.314, p <0.01). More than half of men (54.30%) were organic buyers while many
women (44.70%) were non-organic buyers, and less than one fourth (15.30%) of
women were never-heard organic term. The results shown that the consumer status
was also statistically significant with consumer behavior (

(6) = 13.674, p <0.05).

Most of people married with kid(s) 54.45 percent and many single people 45.90
percent were organic consumers while only 35.30 percent of married people were
organic consumers.

Table 4.2 Organic consumer, non-organic consumer, and never heard organic consumers profile
Socio-Demographic

Frequency

Organic Buyer

Non-Organic Buyer

Never-heard Organic

(N=456)

(n=214) (%)

(n=188) (%)

(n=54) (%)

(2)=11.314, p <0.01**

Gender
Male

221

54.30

37.60

8.10

Female

235

40.00

44.70

15.30

Age

(8)=12.633, p >0.05

18-25

238

47.90

41.20

10.90

26-35

179

45.80

44.10

10.10

36-45

25

36.00

36.00

28.00

46-55

71.40

14.30

14.30

56-64

57.10

14.30

28.60
(6)=13.674, p <0.05*

Status
Single

318

45.90

43.40

10.70

Married

34

35.30

50.00

14.70

Married with kids

103

54.40

32.00

13.60

0.00

0.00

100.00

Divorce

(10)=68.571, p <0.001***

Education
3

0.00

0.00

100.00

46

Illiteracy

p-value

Table 4.2 Organic consumer, non-organic consumer, and never heard organic consumers profile (Cont.)
Frequency

Organic Buyer

Non-Organic Buyer

Never-heard Organic

(N=456)

(n=214) (%)

(n=188) (%)

(n=54) (%)

Primary school

16.70

0.00

83.30

Secondary school

19

26.30

42.10

31.60

High school

47

51.10

40.40

8.50

Bachelor

333

45.90

43.80

10.20

Master or higher

48

64.60

31.30

4.20

Socio-Demographic

(2)=6.929, p <0.05*

Occupation
Employment

435

47.60

40.00

12.40

Unemployment

21

33.30

66.70

0.00
(10)=23.390, p <0.01**

Income (USD/Month)

p-value

0-149

75

38.70

41.30

20.00

150-300

177

43.50

49.70

6.80

301-450

98

51.00

34.70

14.30

451-600

50

50.00

36.00

14.00

601-1,000

41

51.20

39.00

9.80

More than 1,000

15

80.00

6.70

13.30

Statistically significant level of 0.05 ** statistically significant level of 0.01 *** statistically significant level of 0.001
47

48

In contrast, there was no relationship between age (

family member (

(2)=4.672, p >0.05), having old people (

and having serious illness in the family (

(8) =12.633, p >0.05),

(2)=1.534, p >0.05)

(2)=2.409, p >0.05) influenced on

consumer behavior. Most of middle age people (71.40%), ranged from 46 to 55 years
old, experienced with organic food consumption while 44.10 percent of young adult
ranged from 26 to 35 years did not buy organic food. Among the three groups had
quite similar mean of family member was 5 people per household, and predominantly
of 62.10 percent of consumers, bought organic food, had kids under 18 years living
with family; in contrast, only 48.60 percent of consumers, bought organic food, had
old people over 60 years lived in family. Additionally, 65 percent of consumers,
bought organic food, never had serious diseased history in their family. Higher
education was higher propensity to consume. Education was found to be highly
related to buying organic behavior. There were 64.60 percent of people holding
master degree were more likely to consume organic (

(10) = 68.571, p <0.001).

Education was not the only factor that affected the chance of buying organic.
Occupation (

(2) = 6.929, p <0.05), together with income (

(10) = 23.39, p<0.01),

was highly statistically significantly concerned with organic buying. Nearly half of
employer (47.60%) were more likely interested in organic produce while income
more than 1,000 USD per month (80%) were more possibly to take this product as
shown in Table 4.2.
According to Table 4.3, organic consumers mostly were male (56.10%) who
had age between 17 years to 30 years (79%). They were employed (98.60%) while the
household and retired people were 0.90 percent and 0.50 percent, respectively. In this
case, it can be implied that organic consumers mostly were the people who had a job
rather than household and retired people since the price of organic product was a bit
higher than conventional one. The ratio of single respondent was 68.20 percent
whereas the 26.20 percent part of them were marriage with kid and 5.60 percent of
them were marriage. As seen in the organic consumer profile table, the highest
educational level of organic consumer was bachelor degree (71.50%) while graduate
degree was only 14.50 percent. Based on responses, the majority of organic consumer
had income between 150 USD to 300 USD per month (36%). On July 01, 2015,

49

1USD was approximately 4,095 Riel as bid price while asked price 4,107 Riel
equaled 1 USD (ACLEDA BANK PLC, 2015). Only 5.60 percent of the respondent
had income over 1,000 USD per month which was considered as extremely high
income while the minimum wage is 149 USD per month (13.60%).

Table 4.3 Overall organic consumer profile

Sample Size

214 Sample Size

214

Gender

(%) Occupation

(%)

Male

56.10

Employment

Female

43.90

Household

0.90

Retired

0.50

(%) Respondent Status

(%)

Family Member (average)

Age

5.52

98.60

17-30

79.00

Single

68.20

31-45

16.80

Married with Kids

26.20

46-64

4.20

Education Status

Marriage

5.60

(%) Monthly Income (dollars)a

(%)

Never been to school

0.00

0-149b

13.60

Primary school

0.50

150-300

36.00

Secondary school

2.30

301-450

23.40

High school

11.20

451-600

11.70

Bachelor

71.50

601-1,000

9.80

Master or higher

14.50

Over 1,000

5.60

Having kids under 18 years in Family (%)

Having old people over 60 years in

Family (%)

Yes

62.10

Yes

48.60

No

37.90

No

51.40

1 USD = 4,095 Riel (July, 2015)

National minimum wage equal 149 USD

Organic consumers were detected into two categories such as regular organic
consumers or heavy consumers who shopped more than 3 times a week and
occasional organic consumers otherwise. In general, most of occasional organic

50

consumers shopped vegetables less than every two months, 25.20 percent. Only 18.70
and 17.80 percent bought organic vegetables more than 3 times per week and every
week per month, respectively. Outstandingly, there were around 40 percent of them
purchase organic vegetables every day were regular consumers. A comparative sociodemographic profile between regular and occasional consumers were apparent in
Table 4.4; socio-demographic was no significant difference between regular and
occasional organic consumers toward organic consumption. In this case, it can be
implied that organic consumers mostly were the people who had a job rather than
household and retired people since the price of organic product was a bit higher than
conventional one.
Table 4.4 Regular and occasional organic consumers profile

Socio-Demographic

Frequency
(n=214)

Organic Consumer (Percentage)

Regular Buyer

Occasional Buyer

(n=85)

(n=129)

Gender
Male

120

40.80

59.20

Female

94

38.30

61.70

18-25

114

41.20

58.80

26-35

82

34.10

65.90

36-45

55.60

44.40

46-55

80.00

20.00

56-64

25.00

75.00

Single

146

38.40

61.60

Married

12

50.00

50.00

Married with kids

56

41.10

58.90

Primary school

100.00

0.00

Secondary school

60.00

40.00

Age

Status

Education

51

Table 4.4 Regular and occasional organic consumers profile (Cont.)

Socio-Demographic

Frequency
(n=214)

Organic Consumer (Percentage)

Regular Buyer

Occasional Buyer

(n=85)

(n=129)

High school

24

50.00

50.00

Bachelor

153

35.30

64.70

Master or higher

31

48.40

51.60

207

39.60

60.40

42.90

57.10

0-149

29

41.40

58.60

150-300

77

41.60

58.40

301-450

50

42.00

58.00

451-600

25

32.00

68.00

601-1,000

21

33.30

66.70

More than 1,000

12

41.70

58.30

Occupation
Employment
Unemployment
Income (USD/Month)

Pertaining to organic product in Table 4.5, nearly half of organic consumers

(46.10%) purchased organic fresh vegetables and fruits, whereas according to 25.50
percent of them consumed organic rice. On the other hand, only 10.50 percent, 9.10
percent and 8.80 percent of consumers revealed that they had bought organic palm
product, organic honey, and organic moringa product, respectively. Approximately
64.60 percent of organic vegetable consumers specified that they satisfied with the
range of organic vegetable offered in the organic market or supermarket.

52

Table 4.5 Organic purchasing pattern and satisfaction status

Most frequently organic product which I buy is/are*

Percentage

Fresh vegetables and fruits

46.10

Rice

25.50

Honey

9.10

Palm Product

10.50

Moringa Product

8.80

Are you satisfied with the range of organic vegetable in the shop?

Percentage

Yes

64.60

No

35.40

multiple responses

In general, most of organic consumers shopped vegetables less than every two
months, 25.20 percent. Only 18.70 percent and 17.80 percent of organic consumers
shopped organic vegetables more than 3 times per week and every week per month,
respectively. Outstandingly, there were around 15 percent of them purchased organic
vegetables every day based on Table 4.6.

Table 4.6 Organic vegetable purchasing frequency

Buying Frequency

Frequency

Percentage

Always

32

15.00

Usually

13

6.10

Generally

40

18.70

Often

38

17.80

Sometimes

21

9.80

Rarely

54

25.20

Seldom

16

7.50

214

100.00

Total

53

According to Table 4.7, it is clear that the more level of satisfaction on organic
food, the more likely to pay (

(4) = 9.490, p < 0.05), so most of organic consumers

around 50 percent said that the price of organic is reasonable and affordable which it
should be. However, 40 percent of them said that the price is high. Also, only 1
percent reflected that the price is not really high as others viewpoint, maybe this kind
of consumers have higher income. On the other hand, 53 percent of non-organic
consumers viewed that the price is high that is why they hesitate to buy.

Table 4.7 Price perception ratio between organic and non-organic consumer
Frequency
Price perception

Percentage

Organic

Non-organic

Organic

Non-organic

consumer

consumer

consumer

consumer

Really high

12

14

High

86

100

40

53

Reasonable

105

67

49

36

Not high

10

Really not high

214

188

100

100

Total

(4) = 9.490, p < 0.05*, * statistically significant level of 0.05

According to Table 4.8, one of the most significant results obtained from this
research was about the reasons that lead organic consumers made decision to buy.
Approximately 31 percent of them bought organic product because they thought it is
healthy for them and their significant person was the first rank. Around 30 percent of
them declared that consuming organic vegetable because it is pesticide free was the
second one. With respect to the taste of vegetable, there were 21 percent of consumers
thought that organic vegetables have better taste than conventional one meanwhile
other factors showed lower scores. Noticeably, the freshness of vegetables and
conveniences were rated only 12 percent and 6 percent in accordingly.

54

Table 4.8 Reasons to buy and not to buy organic vegetable products
Reasons to buy organic vegetable *

Percentage

It has better taste than conventional products

21.80

It is pesticide free

28.70

It is more fresher than other conventional products

13.30

It is healthy for me and my lover

29.60

It is easy to find
Reasons not to buy organic vegetable

6.60
*

Percentage

I dont think there is anything special about them

13.40

They are too expensive

21.60

I dont trust on organic label

13.10

They are difficult to get

24.40

I know lease information about it

27.60

multiple responses

In particularly, non-organic consumers were also elicited about the reason that
made them didnt want to buy organic product. The main reason was about
information. There were 27.60 percent of them asserted that they received lease
information about organic product, so how could they buy it without trust and
knowing? non-organic consumers expressed that those were too expensive for them
approximately 22 percent while the distance from shop to their house was about 24.90
percent. In contrast, organic label was not the problem for non-organic consumers,
only 13 percent.

4.2

Consumers Knowledge about Organic Label and Organic Term Analysis

Among 402 respondents, two categories of consumers was defined. The

proportion of 53.20 apart from respondents were organic vegetable consumers which
approximately equaled 214 respondents while 46.80 percent were non-organic
vegetable consumers. According to Table 4.9 showed that gender was relatively
statistically significant related with consumers propensity to purchase organic
vegetable (

(1)=5.694, p < 0.05). In this regard, 56.10 percent of organic consumers

55

were predominately by male. Further results showed that organic knowledge level
was highly statically significant toward consumer propensity

(2)= 13.315,

p<0.01). Undoubtedly, half of organic consumers asserted that they perceive some
ideas about organically vegetable rather than non-organic vegetable. Although the
proportion of a lot of knowledge of organic vegetable buyer was quite a bit low only 6
percent, it was still higher compare to non-organic consumers. This was shown that
organic consumers buy the product based on their understanding. More than 60
percent of non-organic vegetable buyers perceived little knowledge about organically
product while only 5.80 percent of them claimed that they knew a lot of organic
information. In case, they are not acquainted with organic vegetable well such nonorganic consumers, surely they will not purchase it. That is the reason that lead that
most of non-organic consumer has little idea about organic vegetables are.

Table 4.9 Gender, organic knowledge level, and trust level statistics
Items

Frequency

Non-Organic

Organic Byer

N=402

Buyer (n=188) (%)

(n=214) (%)
(1)= 5.694, p <0.05*

Gender
Male

203

44.10

56.10

Female

199

55.90

43.90
(2)= 13.315, p <0.01**

Knowledge Level
Littlea

208

61.20

43.50

Someb

170

33.00

50.40

24

5.80

6.10

A lot

(2)= 9.949, p <0.01**

Trust Level
Trust

177

36.70

50.50

Somehow Trust

193

56.40

40.70

Not trust

32

6.90

8.90

a.

I know a little knowledge about organically product

b.

I know some knowledge about organically product

c.

I know a lot about organically product

p-value

statistically significant level of 0.05, ** statistically significant level of 0.01

56

With respect to consumers trust level, there was a statistically significant

different between consumer propensity and consumers trust (

(2)= 9.949, p< 0.01).

Among organic consumers more than 50 percent of them trusted organic vegetable
label as it did. In contrast, non-organic consumers still suspected the quality whether
it was indeed organic or not with respect to 56.40 percent say I somehow trust
organic vegetable label.
To verify consumers knowledge, four statements were used to check their
understanding in term of organic knowledge. Interesting answers were obtained from
organic consumers that over 80 percent all of the organic statements were answered
correctly which was not far from the truth. The essential statement was about organic
farming is good for the environment and health which answered 91.60 percent of the
correct answer according to Table 4.10.
Table 4.10 Organic knowledges statements
Statement

Correct (%)

Organic products do not carry pesticide residues

86.40

Organic farming is good for the environment and health

91.60

Organic farming is growth without using chemical sustain

85.50

Organic farming is used only by compost and animal manure

83.20

Based on empirical literature, consumers awareness of logos have been tested

by four logos as shown in Table 4.11 For instance, CEDAC logo which is agricultural
organization grows organic product, and Natural Agri-Product (NAP) logo is logo of
shop which sold agricultural product from CEDAC. Also, the logo of COrAA
certified on organic and chemical product. Referring to data shown that more than 60
percent of respondents demonstrated that they knew CEDAC logo very well
meanwhile others logos stood still quite similar proportion such NAP logo (28.40%)
and COrAA-Organic logo (26.50%). Only 13.30 percent of respondents illustrated
that they have ever seen COrAA-chemical logo.

57

Table 4.11 Consumers awareness about chemical and organic logo

Have you ever seen this logo?
Logos

Yes

Is it organic logo?

No

Yes

No

Count

(%)

Count

(%)

Count

(%)

Count

(%)

CEDAC

147

68.90

67

31.10

123

83.60

24

16.40

NAP

61

28.40

153

71.60

53

86.40

13.60

COrAA-Organic

57

26.50

157

73.50

53

92.70

7.30

COrAA-chemical

28

13.30

186

86.70

24

85.20

14.80

With regard to confirmative question, is it organic logo? was elicited

individually. It is clear that most of organic consumers who ever seen CEDAC, NAP,
and COrAA-Organic logo known exactly the logos stand for. More than 80 percent of
them indicated that CEDAC, NAP, COrAA-Organic were the logo standing for
organic product. The COrAA-Organic was the well-known logo which 92.70 percent
of ever seen consumers believed that it is organic because this logo associates with the
generic term organic while the rest have not. Unfortunately, the least of ever seen
consumers of COrAA-chemical understood in the wrong track because they thought
that it was an organic logo, 85 percent of ever seen this logo. This might be resulted
from lack of information. Therefore, the generic term of organic on the logo seem to
be important to alert consumers consciousness about the product as COrAA-organic
which is well known among its ever seen consumers.
With respect to sources of organic information, television (25.20%) and radio
(22.10%) were known as the main source where consumers received information
about organic product. In addition, internet (17%) and information from friends
(18.60%) were second number of source. Finally, word of mouth, agency, and
newspaper were the least effective media which provided organic knowledge to
consumers as shown in Table 4.12. In this case, it reflects organic consumers mostly
watch television and listen to radio very often.

58

Table 4.12 Sources of organic information

Media

Responses
Number

Percentage

TV

99

25.20

Radio

87

22.10

Newspaper

19

4.80

Internet

67

17.00

Friend

73

18.60

Agency

23

5.90

Word of mouth

25

6.40

393

100.00

Total

Range of Media

1
3
2

`
Absolutely, in Cambodian market there were three kind of organic product
characteristic. (1) the product which stuck with only logo, (2) the product stuck with
only generic term organic, and (3) product stuck with combination of logo with
generic term. According to Table 4.13, most of organic consumers around 42.50
percent have bought organic product stuck with logo and generic term. This sign
informed that consumers like to buy the product stuck with logo and generic term
rather than logo or generic term solely.

Table 4.13 Factor influence to buy and buying behavior

Items

Frequency

Percentage

Logo

70

32.70

Generic term organic

53

24.80

Both

91

42.50

Self

117

54.70

Another person

12

5.60

Self and other

85

39.70

Factor influence to buy

Buying behavior based on

59

In general, more than 50 percent of the decision making to purchase organic

product were made by him or herself while another person had less proportion.
However, organic purchasing tendency could be made by themselves together with
encouragement from other person as well.
During the freelance, three target markets were observed purposively on July
01, 2015 about the price of vegetable such as (1) Stung Mean Chey Market (fresh
market) which sold only conventional vegetable, (2) Lucky Supermarket in New
Stung Mean Chey Supermarket, and (3) NAP organic community market in Stung
Meanchey district in Phnom Penh City where situated nearby. These community
market and supermarket sold organic vegetables. Based on Table 4.14, there were ten
items observation such as lemon, cucumber, green melon, white chines radish, bitter
melon, carrot, cabbage, Chinese cabbage, escaroles, and tomatoes.

Table 4.14 Organic and conventional vegetable price observation

Item USD per kilogram

Fresh Market b

Supermarket c

Conventional

Community market d

Organic vegetable

Lemon

1.50

2.50

2.13

Cucumber

0.60

1.10

1.50

Green Melon

0.70

1.40

1.25

white Chinese radish

0.60

1.40

1.38

Bitter melon

0.70

1.60

1.68

Carrot

1.00

1.30

2.50

Cabbage

0.50

0.90

2.50

Chinese cabbage

1.00

1.20

1.75

Escaroles

0.80

2.00

1.75

Tomatoes

0.70

2.30

1.50

a.

1 USD=4,095 Riel (ACLEDA BANK PLC, 2015)

b.

Stung Mean Chey Fresh Market

c.

Lucky Supermarket

d.

Natural Agri-Product (Organic community market)

Source: Market survey (July 01,2015)

60

Moreover, organic vegetable price in community market and super market

were quite similar, it depended on some item availabilities in supermarket such as
lemon, escaroles, and tomatoes had higher price than organic community market
while others vice versa. Noticeably, the price of conventional vegetables in fresh
market was the lowest price compared to organic vegetables because there are a lot of
sellers sold a wide range of vegetables, so the price will be decreased in case of
increasing of suppliers and availability of vegetables. Consequently, it can be
concluded that the cheapest price was conventional vegetables which always existed
in fresh market while the highest price was in organic community market and
supermarket, for there was a limited variety of organic vegetables, but sometimes
organic vegetables in supermarket had higher price than organic community market
and vice versa.

4.3

Consumers Intention to Purchase Organic Vegetables Analysis

Preliminary analysis, research instruments were scanned the error for

completeness and abnormal pattern of respondents. Then raw data were converted
into database carefully. Afterward, univariate descriptive statistics were screened data
tightly. In addition, all statements were valued by 5 point likert-scale, so the mean
value of expression was more than 3, it represented that respondents agreed with that
statement. Among 30 statements, the mean of those ranged from 3.03 to 4.27 above
midpoint, it can be implied that the respondents totally agree with all statements.
Additionally, the standard deviations were ranged 0.85 to 1.09 demonstrated that
respondents view is totally not different from each other. They have similar view on
these ideas and their values of choice are consistency.
Priority, principal component analysis was undertaken with 30 variables to
lessen the dimensionality of a large number of a variables to fewer number of latent
variables, and varimax rotation was executed. According to a rule of thumb, 456
sample size provided a good reliable factors which more than 300 samples. The scree
plot also demonstrated the 8 dominant factor solutions were necessary to explain for
each scale which were labeled as follows (1) intention to purchase (IT), (2) health
consciousness (HC), (3) consumers ethical lifestyle (EL), (4) price perspective (PP),
(5) food safety concern (FS), (6) product attribute (PA), (7) product availability and

61

convenient factor (AC), and (8) consumers trust (CT) as shown in Table 4.15. With
respect to Bartlett Test of Sphericity was significant (

(435) = 4505.406, p < 0.0001)

which indicated the strength of the relationship among latent variables simultaneously
while Kaiser-Meyer-Olkin (KMO) measured of sampling adequacy valued of 0.858 as
meritorious was greater than 0.6 which exceeded the recommended threshold value
for a satisfactory and acceptable factor analysis to proceed (Tabachnick, Fidell, &
Osterlind, 2001). All communalities extraction scores were loaded from 0.415 to
0.778 was considered to be loading on factor and mostly were more than 0.5 was
desirable. These factor solutions with eigenvalue greater than 1 which exceeded the
acceptance criteria were explained by 8 factor solutions was 62.461 percent of total
variance which was loaded exceed the 50 percent minimum threshold and was
satisfactory in social science work (Hair et al., 2006).
Next, reliability analysis was carried out with all variables both independent
and dependent variables running independently with respect to factor solutions. The
statistical reliability of the scales were undertaken entirely on the items by indicator of
Cronbachs alpha coefficient () and Cronbachs alpha if item deleted. According to
item analysis results, all 8 dimensions Cronbachs alpha coefficient was ranged from
0.639 to 0.804 which was reliably loaded more than the threshold of 0.5, was
concluded all Cronbachs alpha coefficient () and Cronbachs alpha if item deleted
score indicated the variable scales were acceptably reliable and valid for further
inferential analysis.

Table 4.15 Rotated component matrix consumers intention toward seven factors
VARIMAX rotated loading

Variable Scale
Intention to purchase (IT)

F1

F2

F3

F4

F5

F6

F7

F8

CM*

F1

I would buy if it is environmental friendly...

0.800

0.746

I would buy if I it is more nutritious

0.746

0.625

I would buy if it is more convenient to get...

0.558

0.611

I intend to in the next fortnight for my lover

0.529

0.588

I would buy if the price is the same others...

0.524

0.521

Health Consciousness (HC)

F2

I care about cholesterol and fat

0.680

0.626

I am very self-conscious about my health

0.628

0.643

I reflect on my health a lot

0.617

0.639

Ethical lifestyle (EL)

F3

I would pay extra for more environment

0.760

0.673

I dont choose products and brands which

0.666

0.601

I buy environmental friendly non-food

0.523

0.415

I buy goods or service from charity retail

0.507

0.596

62

Table 4.15 Rotated component matrix consumers intention toward seven factors (Cont.)
VARIMAX rotated loading

Variable Scale
Price perception (PP)

F1

F2

F3

F4

F5

F6

F7

F8

CM*

F4

Organic vegetable is beyond my budget

0.817

0.696

Only consumer with higher income can

0.811

0.743

Organic vegetables price are high

0.619

0.558

Food safety concern (FS)

F5

I am very concerned about the amount of

0.689

0.639

I am concerned about how food is processes

0.681

0.558

Nowadays most foods contain residues

0.667

0.569

It frighten me to think that much of the

0.625

0.592

Product attribute ( PA)

F6

Color is important for organic vegetable

0.812

0.737

Fresh products is important for organic

0.784

0.727

Appearance is important for organic

0.772

0.690

Tasty and delicious is important for orga

0.514

0.550

Product availability & convenient (AC)

Organic vegetables are only available in

F7
0.743

0.677
63

Table 4.15 Rotated component matrix consumers intention toward seven factors (Cont.)
VARIMAX rotated loading

Variable Scale

F1

F2

F3

F4

F5

F6

F7

F8

CM*

The stores that I frequently shop do not .

0.697

0.594

It is difficult to buy organic vegetables.

0.672

0.611

Consumers trust (CT)

F8

I trust the local producers of organic.

0.826

0.778

I trust that those selling organic food are

0.802

0.684

I trust the information on organic veget

0.774

0.701

I trust on organic logo rather than none

0.589

0.548

Eigenvalues

7.549

2.610

2.147

1.564

1.337

1.275

1.148

1.109

Variance explained (%)

25.163

8.700

7.156

5.213

4.456

4.249

3.827

3.697

Cumulative variance (%)

25.163 33.863 41.018 46.232

50.688 54.937 58.764

62.461

Number of items (n=30)

Cronbachs

0.721

0.667

0.639

0.697

0.742

0.781

0.749

0.804

Inter-Item correlation

0.346

0.403

0.307

0.429

0.428

0.471

0.499

0.513

Note: Extraction method: principal component analysis with an orthogonal rotation (VARIMAX)
*

Communalities
64

65

According to Pearson product-moment correlation coefficient between

consumers intention (IT) and its drivers namely are HC, EL, PP, FS, PA, AC and CT
which measuring the closeness of the relationship between variables as shown in
Table 4.16. Shortly after calculated the correlation of the scale dimension, correlation
matrix was shown that IT dimension was statically significant correlated between HC,
EL, PP, FS, PA, AC, and CT dimension at 0.01 level. HC had the greatest correlation
on intention to purchase (r= 0.479) than other dimensions while the second ordered
pearson correlation was FS (r=0.465). The other component, 0.438 pearson correlated
between IT and EL, 0.169 pearson correlated between IT and PP, 0.329 pearson
correlated between IT and PA while AC and CT were 0.452 and 0.430 accordingly.
Further results shown that all correlation dimensions were more than 0.3 which was
positively moderated correlation between independent and dependent variables. Based
on correlation matrix, there was no problematic multicollinearity since all
independent variable correlations were not loaded more than criteria point of 0.9
where extremely high correlation between independent variables were.

Table 4.16 Descriptive statistics, bivariate pearson correlation coefficient matrix

N0.

Drivers

Mean

SD

IT

3.738

0.643

HC

3.929

0.698

0.479**

EL

3.491

0.666

0.438**

0.400**

PP

3.258

0.795

0.169**

0.103*

0.188**

FS

4.135

0.699

0.465**

0.452**

0.381**

0.279**

**

**

**

**

IT

HC

EL

PP

FS

PA

AC

PA

3.373

0.761

0.329

0.259

0.356

0.304

0.315**

AC

3.751

0.795

0.452**

0.270**

0.305**

0.358**

0.461**

0.340**

CT

3.493

0.713

0.430**

0.308**

0.373**

0.173**

0.290**

0.406**

0.331**

**

indicates that correlation is significant at the 0.01 level (2-tailed)

indicates that correlation is significant at the 0.05 level (2-tailed)

66

67

To verify multicollinearity with correlation matrix, Variance Inflation Factors

(VIF) and tolerance score were constructed as shown in Table 4.17. Results showed
that VIF dimension were less than 5 (MAX VIF= 1.572), and tolerance level were
more than 0.6 which was larger than 0.3 minimum threshold, so there was no
indicative of problematic collinearity occurred between independent variables
(Obrien, 2007). After running correlational analysis, the initial step in multiple
regression was undertaken on bivariate analysis which conducted by scatter diagrams
between independent variables and dependent variable which showed visually the
shape and degree of closeness. Then, a multiple linear regression was calculated to
predict consumers intention to purchase organic goods (IT) with respect to health
consciousness (HC), ethical lifestyle (EL), price perspective (PP), food safety concern
(FS), product attribute (PA), product availability and convenience (AC) and
consumers trust (CT).

Table 4.17 Coefficients on the factors affect on consumers intention and collinearity statistics
Unstandardized

Standardized

Coefficients

Coefficients

Items
B

Std. Error

(Constant)

0.609

0.195

HC

0.213

0.041

EL

0.145

0.044

Sig.

Beta

Collinearity Statistics
Tolerance

VIF

3.120

0.002

0.231

5.129

0.000***

0.716

1.396

0.150

3.315

0.001***

0.712

1.404

ns

PP

-0.036

0.034

-0.045

-1.062

0.289

0.820

1.219

FS

0.140

0.044

0.152

3.186

0.002**

0.636

1.572

PA

0.029

0.038

0.034

0.765

0.445ns

0.723

1.383

AC

0.176

0.037

0.218

4.723

0.000***

0.684

1.461

CT

0.163

0.040

0.181

4.072

0.000***

0.738

1.356

R=0.653, R Square = 0.427, Durbin-Watson = 1.725, F (7, 394) = 41.941, p< 0.0001
***

indicates significant at the 0.001 level

**

indicates significant at the 0.01 level

indicates significant at the 0.05 level

ns

Non significant

68

69

Multiple regression analysis confirmed that the significant regression equation

was found (F (7, 394) = 41.941, p< 0.0001) with coefficient of determination (R2) of
0.427 which was measured of the goodness of fit for linear regression model. It
indicated that 42 percent of the variability of consumers intention to purchase (IT)
was explained by HC, EL, PP, FS, PA, AC, and CT dimensions using this model.
However, there was no linear relationship between PP and consumers intention (IT)
(t= -1.062, sig=0.289>0.05); therefore, hypothesis 3 is rejected. This is a curious
result suggested that price perspective was negatively affected on consumption.
Whenever the price increase, the level of consumption will be decreased as demand
law specified. This result was confirmed with prior work of Shafie and Rennie (2012)
that price has an adverse direction on consumption. Moreover, product attribute (PA)
was not statistically significant (t= 0.765, sig= 0.445> 0.05), so hypothesis 5 is also
rejected. Therefore, the new phenomenon model was reformed by multiple regression
excluded PP and PA components.
New significant regression equation was found (F (5, 396) = 58.502,
p<0.0001) indicated that independent variables affect on the dependent variable as
shown in Table 4.18. Pertaining to coefficient of determination (R2) of 0.425 which
was measured of the goodness of fit for linear regression model. It indicated that 42
percent of the variability of consumers intention to purchase (IT) was explained by
HC, EL, FS, AC, and CT variable using this model (R2=0.425, adjusted R2= 0.418).
Therefore, 58 percent of the variation in the amount of consumers intention to
purchase was not explained by this model using these variables. According to DurbinWatson valued of 1.733 which was between 1.5 and 2.5 threshold, so there was again
no correlation between independent variables (Carly & Patrick, 2016).
In this research, it is entirely expected that R2 value (coefficient of
determination) will be low since this research field is attempt to predict human
intention or behavior, typically R2 values will be lower than 50 percent in term of
humans are simply too versatile too forecast than say and physical process. In social
science, coefficient of determination are acceptably at 0.2 to 0.3. Fortunately, the
predictor variables are statically significant at 1 percent, hence multiple regression can
still draw a vital conclusion about how variation in the predictor values are associated
with changes in the response values. Regardless of R2, the significant coefficient still

70

embodies the mean changes in the response for one unit change in the predictor
whereas holding other predictors in the model constant, this sort of statistics can be
extremely treasured (Bedeian & Mossholder, 1994; Carly & Patrick, 2016).
Table 4.18 Finalized coefficients on the factors affect on consumers intention

Item

Unstandardized

Standardized

Coefficients

Coefficients

Beta

Std. Error

(Constant)

0.575

0.188

HC

0.217

0.041

EL

0.147

FS

Sig.

Beta
3.057

0.002

0.236

5.251

0.000***

0.043

0.153

3.429

0.001***

0.137

0.043

0.149

3.146

0.002**

AC

0.170

0.036

0.211

4.747

0.000***

CT

0.169

0.039

0.188

4.380

0.000***

R=0.652, R Square = 0.425, Durbin-Watson = 1. 733, (F (5, 396) = 58.502, p<0.0001)

***

indicates significant at the 0.001 level

**

indicates significant at the 0.01 level

indicates significant at the 0.05 level

Therefore, based on this multipara metrical equation of consumers intention

to purchase organic vegetable is written as below:

IT= 0.575+ 0.217 HC + 0.147 EL + 0.137 FS + 0.170 AC + 0.169 CT
Consumers intention to purchase increased 0.217 unit of each unit of health
conscious (HC) (t= 5.251, p =0.0001) was positively statistically significant at 1
percent level. This denoted that majority of Cambodian consumers are concerned with
their health status along with economics growth in last decades; therefore, hypothesis
1 is confirmed as empirical research of Lobo et al. (2014) found that consumers
consume in the perspective of health and become the utmost prime mover. In his
Zanoli and Naspetti (2002) work declared that consumers are more likely to raise the
value of organic food than conventional one.
In addition, ethical lifestyle (EL) coefficient was positively and significant
correlated with intention weighed 0.147 unit (t=3.429, p=0.001). This implied that

71

consumers who care about ethical lifestyle are more likely anxious about their product
usages whether it affects on environment or not. As hypothesized, the hypothesis 2 is
confirmed. The result is consistent with Lobo et al. (2014) issued that consumers
thought that they can conserve and defend environmental destruction whenever they
consume organic food. Outstandingly, ethical belief was found as other prime
motivator to stimulate intention to buy organic goods (Lu et al., 2015).
Food safety concern (FS) weighed 0.137 unit (t=3.146, p=0.002) was
positively significant at 1 percent level, which indicated that respondents are more
likely concern about food element, food processing and more interested in quality of
food consumption; as a result, the null hypothesis 4 is failed to reject. This results
align with previous work which confirmed by many researches that food safety are
publicly interested by consumers (Ergonul, 2013; Lobo et al., 2014; RoitnerSchobesberger et al., 2008).
Closer look, product availability (AC) weighed 0.170 unit (t=4.747, p=0.0001)
was positively significant at 1 percent level. It can be replicated, therefore, that
hypothesis 6 is accepted. In Cambodian context, the intention to buy organic goods
are identified predominantly by positive attitude of consumer toward goods
availability. Consumers typically are workaholic, so they may thought about
economic standpoint (eco-conscious) where they can spend less time and travelling
cost to get the valuable goods which they need since their hectic schedules are full;
subsequently, the more closer shop locates, the more purchasing frequency occurs.
This fundamental finding corresponds with Shafie and Rennie (2012) and Blackwell
et al. (2007) discovery.
Last

but

not

least,

consumers

trust

(CT)

weighed

0.169

unit

(t=4.380,p=0.0001) was positively significant at 1 percent level. This result suggested

that trustworthiness plays an important role in reinforcing consumption. Thus, it can
be concluded that the null hypothesis 7 is not possible to deny as the vast majority of
academic research world wild recently found. In the study of Janssen and Hamm
(2012) reported that consumers are more likely to pick out organic food sticking label
certification rather than none. This result is similar to the finding of RoitnerSchobesberger et al. (2008) announced that the presence of third party certified label
together with organic goods will raise consumers trust and consumption.

72

Consequently, each additional of HC leads to increase of the IT by 0.217 unit

holding other variables constant. If EL increases one unit, IT increases by 0.147 unit
holding other variables constant. For each 1 unit increases in FS, consumers are
expected to increase their purchasing intention of 0.137 unit. For each unit increases
in AC, consumers intention are expected to increase of 0.170 unit. Consumers
intention will increase on average by 0.169 unit each 1 unit increases in CT, net of the
effect of change due to HC, EL, FS, and PA. For this, if all variables are zero, then
intention to purchase is 0.575 unit that does not make any sense, this model is not
applicable for all variables are zero. Regression analysis indicates that HC has the
utmost impact on organic purchasing intention (t=5.251, p<0.01, = 0.236). AC is the
second mandate of vital selected factor on intention (t=4.747, p<0.01, =0.211). The
third impact factor is CT (t=4.380, p<0.01, =0.188) while EL and FS has lower
impact following by (t=3.429, p<0.01, =0.153) and (t=3.146, p<0.01, =0.137)
respectively.

Table 4.19 Summary results of research hypotheses

Number
H1

Research hypotheses
Consumers concerns about health have a positive influence

Results
Supported

on the intention to purchase organic vegetables.

H2

Consumer ethical issues have a positive significant impact

Supported

on the intention to buy organic vegetables.

H3
H4

Price has significant impact on the intention to buy organic

Not

vegetables.

Supported

Consumer concern about food safety has a positive influence

Supported

on consumers' intention to buy organic vegetables.

H5
H6

Products attribute has a significant impact on the intention to

Not

buy organic vegetables.

Supported

Product availability has significant influence on consumers

Supported

intention to buy organic vegetables

H7

Trust has a positive impact on consumers intention to

purchase organic vegetables.

Supported

CHAPTER V
CONCLUSIONS AND RECOMMENDATIONS

5.1

Conclusions
It can be concluded that organic product in Phnom Penh city is limited and

narrowed since this is the late comer who just joints about the international organic
agriculture less than one decade ago, yet most Phnom Penh citizens do care about the
organic food no matter how it is in term of either health or environment concern.
Absolutely, there are more than 50 percent of number of ever heard organic products
are organic consumers which predominantly by male in proportion of 54.30. Positive
signal, middle age who are employed, are the main target of organic products which
ranged from 46 to 55 years along with monthly income more than 1,000 US dollars.
Further results, the higher education is the higher propensity of buying organic
product. Organic consumers enjoy with the product availability in organic shop or
supermarket. There are many reasons that cause organic consumers willing to buy, but
the main reason is known as the benefit of health for their lover and their own self,
however, non-organic consumers are not likely to buy because of lack information on
organic benefit. A part of this convenience, price becomes the barrier in their
purchasing intention since it is sold in limited market associated with the luxury price.
In addition, half of organic consumers have some knowledge about
organically products, and more than 90 percent of them consider that organic products
are good for their health and environment. They receive information mostly from
television and radio. Indeed, CEDAC and organic logo which certify by COrAA are
well known as organic product, but there are some consumers still confuse with
chemical logo. The organic logos play a vital role in certified organically product
which attract organic consumers. Nearly 50 percent of organic consumers trust on
organic label is indeed organically product. Hence, most of them like to buy vegetable
sticking with logo and generic term organic. The decision making to purchase this
product is definitely depends on themselves, but when there is some encouragements
from the third person there is a possibility of purchasing as well. Moreover, health

74

consciousness is the most potential theme for intention to purchase organic goods. In
fact, majority of Cambodian citizens education recently are required to graduate at
least at grade 12 as governmental policy; subsequently, they have got a suitable job
with fair salary, so their health consciousness also increase. Product availability and
convenience also have significantly influenced on their consumption. It can be
implied that whenever a lot of product availabilities exist in the market consumers
content to buy with sort of goods rather than go to other place. In addition, the
distance between consumers house and shop are significant to consumers.
Furthermore, consumers trust are commercial interest on organic goods. Most
consumers trust on the organizational reputation, especially non-government
organization. They, however, believe on government intervention on that sector such
as certify body. Surprisingly, ethical lifestyle and food safety concern are lease
correlated with intention to buy. As such, it is clear that consumers in Phnom Penh
metropolis believe that organic vegetables are the premium vegetables for rich people
only.

5.2

Recommendations
This information would provide a good point for a variety of purpose to

contribute significant effective not only to government, but also to other related party
such as marketer, producer, consumer and international institution. To enhancing
organic vegetable market level as well as organic sector in Cambodia, researcher
would like to contribute some recommendations as the following:
1. In term of policy maker, Cambodia Royal Government should
- Constitute organic law as soon as possible since it can intervene the fake
organic product sold in the market, and adjust organic standard
- Cooperate with organic organization to issue certification body and logo to
build more consumers trust
- Broadcast further benefit information of organic vegetable via television,
radio and other agriculture fair.
2. In term of market facilitator, marketers should
- Stick organic logo together with generic term Organic on organic product
to notify consumer it is organic product

75

- Collaborate with third party such as government and non-government

organization to certify product together
- Strengthen organic standard and control scheme of logo or labelling
- Message about health benefit underneath the picture organic consumption
via agency, retailer, and word of mouth
- Cluster market placement nearby consumers houses for conveniences to
purchase organic product
- Focus on potential consumers who hold university degree and have income
because the higher education or income, the higher propensity level to buy.
3. In term of supplier, producers should
- Respect organic setting strictly such as no use chemical pesticide.
4. In term of demander, consumers should
- Support to buy organic product on the account of

health benefit and

environmental friendly
- Be aware of health hazard of consuming chemical food.
This academic research has deeply investigated on consumers intention to
purchase organic vegetable in Phnom Penh city. The focal body of research has
contributed to seven main factors determining drivers influenced consumers
intention. Implications from theoretical and data analysis for organic consumers have
been implied specifically into perspective of market improvement and challenging.
Moreover, this research results have been used only seven main variables to analyst
consumers intention; nonetheless, there might be other variable other than the
mention above contribute to directly and indirectly influence on consumers intention.
Most notably, this is the first study of researchers knowledge, so some limitations are
worth nothing. To some extend for further researcher, it is wise to advance
investigation on willingness to pay on particular organic goods taken together with
product characteristics or consider using qualitative approaches (in-depth or focus
group interview) to find out why (and/or what are the reason behind) the consumers
are now considering organic goods in Cambodia or apply another applicable theory
such as Mean-End Approach, theory of choice experiment, etc.

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APPENDICES

APPENDIX A
General Statistics

84

Table 1 Socio-demographic status of respondents

Sample Size

456 Sample Size

456

Gender

(%) Occupation

(%)

Male

48.50

Employment

Female

51.50

Household

1.80

Retired

0.20

Family Member (average)

5.43

Age

(%) Respondent Status

98.00

(%)

17-30

82.20

Single

69.70

31-45

14.70

Married with Kids

22.60

46-64

3.10

Marriage

7.50

27.06

Divorce

0.20

Average
Education Status

(%) Monthly Income (dollars)a

(%)

Never been to school

0.70

0-149b

16.40

Primary school

1.30

150-300

38.80

Secondary school

4.20

301-450

21.50

High school

10.30

451-600

11.00

Bachelor

73.00

601-1,000

9.00

Master or higher

10.50

Over 1,000

3.30

a.

1 USD = 4,095 Riel (ACLEDA BANK PLC, 2015)

b.

National minimum wage equal 149 USD

Table 2 Organic consumer, non-organic consumer, and never heard organic consumers profile
Socio-Demographic

Frequency

Organic Buyer

Non-Organic Buyer

Never-heard Organic

(N=456)

(n=214) (%)

(n=188) (%)

(n=54) (%)

(2)=11.314, p <0.01**

Gender
Male

221

54.30

37.60

8.10

Female

235

40.00

44.70

15.30

Age

(8)=12.633, p >0.05

18-25

238

47.90

41.20

10.90

26-35

179

45.80

44.10

10.10

36-45

25

36.00

36.00

28.00

46-55

71.40

14.30

14.30

56-64

57.10

14.30

28.60
(6)=13.674, p <0.05*

Status
Single

318

45.90

43.40

10.70

Married

34

35.30

50.00

14.70

Married with kids

103

54.40

32.00

13.60

0.00

0.00

100.00

Divorce

(10)=68.571, p <0.001***

Education
3

0.00

0.00

100.00

85

Illiteracy

p-value

Table 2 Organic consumer, non-organic consumer, and never heard organic consumers profile (Cont.)
Frequency

Organic Buyer

Non-Organic Buyer

Never-heard Organic

(N=456)

(n=214) (%)

(n=188) (%)

(n=54) (%)

Primary school

16.70

0.00

83.30

Secondary school

19

26.30

42.10

31.60

High school

47

51.10

40.40

8.50

Bachelor

333

45.90

43.80

10.20

Master or higher

48

64.60

31.30

4.20

Socio-Demographic

(2)=6.929, p <0.05*

Occupation
Employment

435

47.60

40.00

12.40

Unemployment

21

33.30

66.70

0.00
(10)=23.390, p <0.01**

Income (USD/Month)

p-value

0-149

75

38.70

41.30

20.00

150-300

177

43.50

49.70

6.80

301-450

98

51.00

34.70

14.30

451-600

50

50.00

36.00

14.00

601-1,000

41

51.20

39.00

9.80

More than 1,000

15

80.00

6.70

13.30

Statistically significant level of 0.05 ** statistically significant level of 0.01 *** statistically significant level of 0.001
86

87

Table 3 Overall organic consumer profile

Sample Size

214 Sample Size

214

Gender

(%) Occupation

(%)

Male

56.10

Employment

Female

43.90

Household

0.90

Retired

0.50

(%) Respondent Status

(%)

Family Member (average)

5.52

Age

98.60

17-30

79.00

Single

68.20

31-45

16.80

Married with Kids

26.20

46-64

4.20

Marriage

5.60

(%) Monthly Income (dollars)a

Education Status

(%)

Never been to school

0.00

0-149b

13.60

Primary school

0.50

150-300

36.00

Secondary school

2.30

301-450

23.40

High school

11.20

451-600

11.70

Bachelor

71.50

601-1,000

9.80

Master or higher

14.50

Over 1,000

5.60

Having kids under 18 years in Family

Having old people over 60 years in Family

(%)

(%)

Yes

62.10

Yes

48.60

No

37.90

No

51.40

1 USD = 4,095 Riel (July, 2015)

National minimum wage equal 149 USD

Table 4 Regular and occasional organic consumers profile

Socio-Demographic

Frequency
(n=214)

Organic Consumer (Percentage)

Regular Buyer

Occasional Buyer

(n=85)

(n=129)

Gender
Male

120

40.80

59.20

Female

94

38.30

61.70

88

Table 4 Regular and occasional organic consumers profile (Cont.)

Socio-Demographic

Frequency
(n=214)

Organic Consumer (Percentage)

Regular Buyer

Occasional Buyer

(n=85)

(n=129)

Age
18-25

114

41.20

58.80

26-35

82

34.10

65.90

36-45

55.60

44.40

46-55

80.00

20.00

56-64

25.00

75.00

Single

146

38.40

61.60

Married

12

50.00

50.00

Married with kids

56

41.10

58.90

Primary school

100.00

0.00

Secondary school

60.00

40.00

High school

24

50.00

50.00

Bachelor

153

35.30

64.70

Master or higher

31

48.40

51.60

207

39.60

60.40

42.90

57.10

0-149

29

41.40

58.60

150-300

77

41.60

58.40

301-450

50

42.00

58.00

451-600

25

32.00

68.00

601-1,000

21

33.30

66.70

More than 1,000

12

41.70

58.30

Status

Education

Occupation
Employment
Unemployment
Income (USD/Month)

89

Table 5 Organic purchasing pattern and satisfaction status

Most frequently organic product which I buy is/are*

Percentage

Fresh vegetables and fruits

46.10

Rice

25.50

Honey

9.10

Palm Product

10.50

Moringa Product

8.80

Are you satisfied with the range of organic vegetable offered in

the super market or organic shop?

Percentage

Yes

64.60

No

35.40

multiple responses

Table 6 Organic vegetable purchasing frequency

Buying Frequency

Frequency

Percentage

Always

32

15.00

Usually

13

6.10

Generally

40

18.70

Often

38

17.80

Sometimes

21

9.80

Rarely

54

25.20

Seldom

16

7.50

214

100.00

Total

90

Table 7 Price perception ratio between organic and non-organic consumer

Frequency
Price perception

Percentage

Organic

Non-organic

Organic

Non-organic

consumer

consumer

consumer

consumer

Really high

12

14

6.00

7.00

High

86

100

40.00

53.00

Reasonable

105

67

49.00

36.00

Not high

10

5.00

4.00

Really not high

1.00

0.00

214

188

100.00

100.00

Total

(4) = 9.490, p < 0.05*, * statistically significant level of 0.05

Table 8 Reasons to buy and not to buy organic vegetable products

Reasons to buy organic vegetable *
It has better taste than conventional products

21.80

It is pesticide free

28.70

It is more fresher than other conventional products

13.30

It is healthy for me and my lover

29.60

It is easy to find

6.60

Reasons not to buy organic vegetable *

Percentage

Percentage

I dont think there is anything special about them

13.40

They are too expensive

21.60

I dont trust on organic label

13.10

They are difficult to get

24.40

I know lease information about it

27.60

multiple responses

91

Table 9 Gender, organic knowledge level, and trust level statistics

Items

Frequency

Non-Organic Buyer

Organic Byer

N=402

(n=188) (%)

(n=214) (%)
(1)= 5.694, p<0.05*

Gender
Male

203

44.10

56.10

Female

199

55.90

43.90
(2)= 13.315, p<0.01**

Knowledge Level
Littlea

208

61.20

43.50

Someb

170

33.00

50.40

A lotc

24

5.80

6.10
(2)= 9.949, p <0.01**

Trust Level
Trust

177

36.70

50.50

Somehow Trust

193

56.40

40.70

Not trust

32

6.90

8.90

a.

I know a little knowledge about organically product

b.

I know some knowledge about organically product

c.

I know a lot about organically product

p-value

statistically significant level of 0.05, ** statistically significant level of 0.01

Table 10 Organic knowledges statements

Statement

Correct (%)

Organic products do not carry pesticide residues

86.40

Organic farming is good for the environment and health

91.60

Organic farming is growth without using chemical sustain

85.50

Organic farming is used only by compost and animal manure

83.20

92

Table 11 Consumers awareness about chemical and organic logo

Have you ever seen this logo?
Logos

Yes

Is it organic logo?

No

Yes

No

Count

(%)

Count

(%)

Count

(%)

Count

(%)

CEDAC

147

68.90

67

31.10

123

83.60

24

16.40

NAP

61

28.40

153

71.60

53

86.40

13.60

COrAA-Organic

57

26.50

157

73.50

53

92.70

7.30

COrAA-chemical

28

13.30

186

86.70

24

85.20

14.80

Table 12 Sources of organic information

Media

Responses
Number

Percentage

TV

99

25.20

Radio

87

22.10

Newspaper

19

4.80

Internet

67

17.00

Friend

73

18.60

Agency

23

5.90

Word of mouth

25

6.40

393

100.00

Total

Range of Media

1
3
2

Table 13 Factor influence to buy and buying behavior

Items

Frequency

Percentage

Logo

70

32.70

Generic term organic

53

24.80

Both

91

42.50

Self

117

54.70

Another person

12

5.60

Self and other

85

39.70

Factor influence to buy

Buying behavior based on

93

Table 14 Organic and conventional vegetable price observation

Item USD per kilogram

Fresh Market b

Supermarket c

Conventional

community market d

Organic Vegetable

Lemon

1.50

2.50

2.13

Cucumber

0.60

1.10

1.50

Green Melon

0.70

1.40

1.25

white Chinese radish

0.60

1.40

1.38

Bitter melon

0.70

1.60

1.68

Carrot

1.00

1.30

2.50

Cabbage

0.50

0.90

2.50

Chinese cabbage

1.00

1.20

1.75

Escaroles

0.80

2.00

1.75

Tomatoes

0.70

2.30

1.50

a.

1 USD=4,095 Riel (ACLEDA BANK PLC, 2015)

b.

Stung Mean Chey Fresh Market

c.

Lucky Supermarket

d.

Natural Agri-Product (Organic community market)

Table 15 Rotated component matrix consumers intention toward seven factors

VARIMAX rotated loading

Variable Scale
Intention to purchase (IT)

F1

F2

F3

F4

F5

F6

F7

F8

CM*

F1

I would buy if it is environmental friendly...

0.800

0.746

I would buy if I it is more nutritious

0.746

0.625

I would buy if it is more convenient to get...

0.558

0.611

I intend to in the next fortnight for my lover

0.529

0.588

I would buy if the price is the same others...

0.524

0.521

Health Consciousness (HC)

F2

I care about cholesterol and fat

0.680

0.626

I am very self-conscious about my health

0.628

0.643

I reflect on my health a lot

0.617

0.639

Ethical lifestyle (EL)

F3

I would pay extra for more environment

0.760

0.673

I dont choose products and brands which

0.666

0.601

I buy environmental friendly non-food

0.523

0.415

I buy goods or service from charity retail

0.507

0.596

94

Table 15 Rotated component matrix consumers intention toward seven factors (Cont.)
VARIMAX rotated loading

Variable Scale
Price perception (PP)

F1

F2

F3

F4

F5

F6

F7

F8

CM*

F4

Organic vegetable is beyond my budget

0.817

0.696

Only consumer with higher income can

0.811

0.743

Organic vegetables price are high

0.619

0.558

Food safety concern (FS)

F5

I am very concerned about the amount of

0.689

0.639

I am concerned about how food is processes

0.681

0.558

Nowadays most foods contain residues

0.667

0.569

It frighten me to think that much of the

0.625

0.592

Product attribute ( PA)

F6

Color is important for organic vegetable

0.812

0.737

Fresh products is important for organic

0.784

0.727

Appearance is important for organic

0.772

0.690

Tasty and delicious is important for orga

0.514

0.550

Product availability & convenient (AC)

Organic vegetables are only available in

F7
0.743

0.677
95

Table 15 Rotated component matrix consumers intention toward seven factors (Cont.)
VARIMAX rotated loading

Variable Scale

F1

F2

F3

F4

F5

F6

F7

F8

CM*

The stores that I frequently shop do not .

0.697

0.594

It is difficult to buy organic vegetables.

0.672

0.611

Trust (CT)

F8

I trust the local producers of organic.

0.826

0.778

I trust that those selling organic food are

0.802

0.684

I trust the information on organic veget

0.774

0.701

I trust on organic logo rather than none

0.589

0.548

Eigenvalues

7.549

2.610

2.147

1.564

1.337

1.275

1.148

1.109

Variance explained (%)

25.163

8.700

7.156

5.213

4.456

4.249

3.827

3.697

Cumulative variance (%)

25.163

33.863

41.018

46.232

50.688

54.937

58.764

62.461

Number of items (n=30)

Cronbachs

0.721

0.667

0.639

0.697

0.742

0.781

0.749

0.804

Inter-Item correlation

0.346

0.403

0.307

0.429

0.428

0.471

0.499

0.513

Note: Extraction method: principal component analysis with an orthogonal rotation (VARIMAX)
*

Communalities
96

Table 16 Descriptive statistics, bivariate pearson correlation coefficient matrix

N0.

Drivers

Mean

SD

IT

IT

3.738

0.643

HC

3.929

0.698

0.479**

EL

3.491

0.666

0.438**

0.400**

PP

3.258

0.795

0.169**

0.103*

0.188**

FS

4.135

0.699

0.465**

0.452**

0.381**

0.279**

**

**

**

0.304

**

0.315**

HC

EL

PP

FS

PA

AC

PA

3.373

0.761

0.329

0.259

0.356

AC

3.751

0.795

0.452**

0.270**

0.305**

0.358**

0.461**

0.340**

CT

3.493

0.713

0.430**

0.308**

0.373**

0.173**

0.290**

0.406**

0.331**

**

indicates that correlation is significant at the 0.01 level (2-tailed)

indicates that correlation is significant at the 0.05 level (2-tailed)

97

Table 17 Coefficients on the factors affect on consumers intention and collinearity statistics
Unstandardized

Standardized

Coefficients

Coefficients

Items

t
B

Std. Error

(Constant)

0.609

0.195

HC

0.213

0.041

EL

0.145

PP
FS
PA

Collinearity Statistics
Sig.

Beta

Tolerance

VIF

3.120

0.002

0.231

5.129

0.000***

0.716

1.396

0.044

0.150

3.315

0.001***

0.712

1.404

-0.036

0.034

-0.045

-1.062

0.289ns

0.820

1.219

0.140

0.044

0.152

3.186

0.002**

0.636

1.572

0.765

ns

0.723

1.383

***

0.029

0.038

0.034

0.445

AC

0.176

0.037

0.218

4.723

0.000

0.684

1.461

CT

0.163

0.040

0.181

4.072

0.000***

0.738

1.356

R=0.653, R Square = 0.427, Durbin-Watson = 1.725, F (7, 394) = 41.941, p< 0.0001
***

indicates significant at the 0.001 level

**

indicates significant at the 0.01 level

indicates significant at the 0.05 level

ns

Non significant
98

99

Table 18 Finalized coefficients on the factors affect on consumers intention

Item

Unstandardized

Standardized

Coefficients

Coefficients

Beta

Std. Error

(Constant)

0.575

0.188

HC

0.217

0.041

EL

0.147

FS

Sig.

Beta
3.057

0.002

0.236

5.251

0.000***

0.043

0.153

3.429

0.001***

0.137

0.043

0.149

3.146

0.002**

AC

0.170

0.036

0.211

4.747

0.000***

CT

0.169

0.039

0.188

4.380

0.000***

R=0.652, R Square = 0.425, Durbin-Watson = 1. 733, (F (5, 396) = 58.502, p<0.0001)

***

indicates significant at the 0.001 level

**

indicates significant at the 0.01 level

indicates significant at the 0.05 level

Table 19 Summary results of research hypotheses

Number
H1

Research hypotheses
Consumers concerns about health have a positive influence

Results
Supported

on the intention to purchase organic vegetables.

H2

Consumer ethical issues have a positive significant impact

Supported

on the intention to buy organic vegetables.

H3
H4

Price has significant impact on the intention to buy organic

Not

vegetables.

Supported

Consumer concern about food safety has a positive influence

Supported

on consumers' intention to buy organic vegetables.

H5
H6

Products attribute has a significant impact on the intention to

Not

buy organic vegetables.

Supported

Product availability has significant influence on consumers

Supported

intention to buy organic vegetables

H7

Trust has a positive impact on consumers intention to

purchase organic vegetables.

Supported

APPENDIX B
English Questionnaire Version

101

Khon Kaen University

Master in Agricultural Economics

Research Topic: CONSUMERS AWARENESS AND INTENTION

TO PURCHASE ORGANIC VEGETABLE IN PHNOM PENH
CITY, CAMBODIA
This questionnaire was conducted to survey consumers awareness and
intention to purchase organic vegetable in Phnom Penh City, Cambodia. Your
valuable time spending to answer these questions will be importantly contributed to
develop organic agricultural sector in Cambodia. The researchers assure that the
survey data will not be used for any commercial purposes and would be kept
confidentially.
This questionnaire has been divided into 4 parts as following:
Part I: Socio-demographics information
Part II: Consumer knowledge toward organic vegetables
Part III: Consumer behavior toward organic vegetables
Part IX: Consumer intention toward organic vegetables

Part I: Socio-demographics information

(1) Male

1. Gender
2. Age

(2) Female

..

3. Status (1) Single

(2) Married with kid(s) (3) Married

(4) Others

4. I have got ..member(s) in my household

102

5. Are there any kids under 18 years old living in your household?
(1) Yes

(2) No

6. Are there any older people above 60 years old living in your household?
(1) Yes

(2) No

7. What is the highest educational level you have completed?

(1) Never been to school

(2) Primary School

(3) Secondary School

(4) High School

(5) Bachelor

(6) Master or higher

8. What is your occupation?

(1) Seller/ business

(2) Blue collar worker

(3) White collar worker

(4) Official

(5) Household

(6) Student

(7) Retired

(8) Other(s)

9. How much minimum income have you received/earned per month (USD/
Month)?
(1) 0-149

(2) 150-300

(3) 301-450

(4) 451-600

(5) 601-1000

(6) More than 1000

10. Have you or your family ever had serious disease?

(1) Yes

(2) No

11. Have you ever heard organic term?

(1) Yes, I have
(2) No, I have never (stop answer questionnaire) (Thank You!!!)

Part II: Consumer knowledge toward organic vegetables

12. How well do you know about organically product?

(1) I have a little knowledge about organically product
(2) I have some knowledge about organically product
(3) I know a lot about organically product

103

13. Tick statements below which you agree with

Yes No
13.1 Organic products do not carry pesticide residues
13.2 Organic farming is good for the environment and health
13.3 Organic farming is the process of organic growth without using
chemical
13.4 Organic farming is used only soil fertilization by compost and
animal manure
14. I know organic product via .(answer more than one)
(1) TV

(2) Radio

(3) Newspaper

(4) Internet

(5) Friend

(6) Agency

(7) Word of mouth

15.
Kind of Label

Have you ever seen this label?

Is it organic?

A. (1) Yes

B. (1) Yes

(2) No (skip to C)
C. (1) Yes
(2) No (Skip to E)

E. (1) Yes
(2) No (skip to G)

(2) No
D. (1) Yes
(2) No

F. (1) Yes
(2) No

G. (1) Yes

H. (1) Yes

(2) No

(2) No

(if No, Skip to question 16)

104

Part III: Consumer behavior toward organic vegetable

16. What do you think of price of organic vegetables?
(1) Really high
(2) High
(3) Reasonable/ Affordable
(4) Not high
(5) Really not high
17. How do you trust organic vegetable labeled?
(1) Fully trust
(2) Trust
(3) Somehow trust
(4) Not trust
(5) Fully not trust
18. How often do you or your household buy organic vegetables?
(1) Everyday (always)
(2) More than 5 times per week (usually)
(3) More than 3 times per week (generally)
(4) Every week per month (often)

(5) Every two months (sometimes)

(6) Less than every two months (rarely)
(7) Every six months (seldom)
(8) Never purchased (go directly to question 24)
19. I buy organic vegetable with
(1) Logo
(2) Generic term organic without a logo
(3) Logo and organic term

20. Buying behavior base on

(1) Self
(2) Another person
(3) Self and others

21. Most frequently organic product which I buy is/are..( answer more than one)
(1) Fresh vegetables and fruits

105

(2) Rice
(3) Honey
(4) Palm Product
(5) Moringa Product

22. Are you satisfied with the range of organic vegetables offered in the super
markets or organic shop?
(1) Yes

(2) No

23. Reasons to buy organic vegetable ( answer more than one)

I buy organic product because ..
1. It has better taste than conventional products

2. It is pesticide free

3. It is more fresher than other conventional products

4. It is healthy for me and my lover

5. It is easy to find

(Go directly to section IX)

24. Reasons did not buy organic vegetable ( answer more than one)
I do not buy organic product because
1. I dont think there is anything special about them

2. They are too expensive

3. I dont trust on organic label

4. They are difficult to get

5. I know lease information about it

Part IX: Consumer intention toward organic vegetables

Circle the number 1-5 in accordance with each following statements which you agree
with (5= strongly agree, 1=Strongly Disagree)
*(5):Strongly agree (4):Agree (3):Neutral (2):Disagree (1):Strongly Disagree
1. Organic agriculture are good for environment
2. Organic vegetable has higher vitamins and nutrients than
conventional one

106

*(5):Strongly agree (4):Agree (3):Neutral (2):Disagree (1):Strongly Disagree

3. Organic vegetables are good for my health

4. Organic vegetable are tastier than conventional one

5. Organic vegetable has high quality than conventional one

6. I can afford to buy organic vegetables if I want

7. The decision to buy organic vegetables is up to me

8. I have time/opportunity to buy organic vegetables

9. Food store sales staff advise about organic vegetables

10. I eat organic vegetable because my beloved one encourage

4me3to eat
2 1

11. I buy organic vegetable because my friend or neighbor buy

13. I would buy organic vegetable if I know it is environmental

4friendly
3 2

14. I would buy organic vegetables if I can get them more

4convenient
3 2 1

17. I care about cholesterol and fat

18. I reflect on my health a lot

19. I am very self-conscious about my health

21. I would pay extra for more environmental friendly cars and

4fuel3

22. I dont choose products and brands which involve unethical

4business
3 2 1

23. I buy goods or service from charity retail outlets directly

4linked
3 2to ethical
1
methods of pr

24. Organic vegetables price are high

25. Only consumer with higher income can afford organic food

26. Organic vegetable is beyond my budget

12. I would buy organic vegetable if I know it is more nutritious

than conventional one

15. I would buy organic vegetable if the price is the same

conventional product
16. I intend to buy organic vegetables in the next fortnight for
my beloved one

20. I buy environmental friendly non-food products (eg.

Detergents/ cleaning product)

27. Nowadays most foods contain residues from chemical

sprays and fertilizers

107

*(5):Strongly agree (4):Agree (3):Neutral (2):Disagree (1):Strongly Disagree

28. I am concerned about how food is processes

30. I am very concerned about the amount of artificial additives

4and3preservative
2 1
in vegetable

31. Tasty and delicious is important for organic vegetable

32. Fresh products is important for organic vegetable

33. Color is important for organic vegetable

34. Appearance is important for organic vegetable

35. It is difficult to buy organic vegetables because it is so far

4from
3 my
2 house
1

36. Organic vegetables are only available in limited markets

37. The stores that I frequently shop do not sell a variety of

4organic
3 2 food
1

38. I trust on organic logo rather than none

29. It frighten me to think that much of the food I eat is

contaminated with pesticides

39. I trust that those selling organic food are honest about
organic nature of their products
40. I trust the local producers of organic vegetable are
practicing organic farming
41. I trust the information on organic vegetable labels

Your responses will be kept confidential

I really appreciated your contribution
Thank You!!!

APPENDIX C
Khmer Questionnaire Version

109

110

1.

(1)

(2)

(1)

(2)

(3)

(4)

2. .
3.

4. ...

5. ?
(1)

(2)

6. ?
(1)

(2)

7. ?
(1) (2)
(4)

(5)

(3)

(6)

8. ?
(1)

(2) (3)

(4)

(5)

(7)

(8)

(6)

9. ?
(1) 0-149

(2) 150-300

(3) 301-450

(4) 451-600

(5) 601-1000

(6) 1000

10.
?
(1)

(2)

11. ? (1)

12. ?
(1)

(2)

111

(2)
(3)
13.

13.1

13.2

13.3

13.4

14. .( )
(2)

(1)

(5)

(4)

(3)
(6)

(7)
15.

. (1)
(2) ( )
. (1)
(2)( )
. (1)
(2) ( )

. (1)
(2)
(16)

. (1)
(2)
. (1)
(2)
. (1)
(2)

. (1)
(2)

112

16. ?
(1)

(2)

(3)

(4)

(5)

17. ?
(1)
(2)
(3)
(4)
(5)
18. ?
(1)
(3)
(5)

(7)

(2)

(4)
(6)

(8) (24)

19. .

(1) (Logo)

(2)

(3) (12)
20. ...

(1) (2) (3) (12)

21.
(
)

(1)

(4)

(2)
(5)

(3)

22.
?

(1)

(2)

113

23.

...( )

1.

2.

3.

4.

5.

( )
24.

( )

1.

2.

3.

4.

5.

1 5
(5=
1= )
5
, 4, 3, 2,1

1.

2.

4.

5.

6.

3.

7.

8.

114

5
, 4, 3, 2,1

9.

11.

12.

13.

14.
5

15.

20.

21.

22.
5

23.

10.

16.

17.
()

18.

19.

24.

115

5
, 4, 3, 2,1

25.

33.

34.

35.

36.

37.

39.

40.

41.

26.

27.
28.

29.

30.

31.

32.

38.

APPENDIX D
Mission Letter

117

RESEARCH PUBLICATIONS

Kouy, S., Sangkumchaliang, P., & Aditto, S. (2016). Organic food market trend and
consumers profile in Phnom Penh city, Cambodia. Khon Kaen Agriculture
Journal, 44 (2). (Accepted)
Kouy, S., Sangkumchaliang, P., & Aditto, S. (2016). Consumers knowledge and
awareness towards organic vegetable certification in Phnom Penh city,
Cambodia. Khon Kaen Agriculture Journal, 44 (3). (Accepted)

VITAE
KOUY SOTHEA

#227, St.5C, Sangkat Stueng Mean Chey,

Khan Mean Chey, Phnom Penh, Cambodia
Mobile Phone: 012 307 180
E-mail: sotheakouy@gmail.com

PERSONAL DATA

Sex

: Male

Nationality

: Khmer

Date of Birth : September 16, 1989

Place of Birth : Phnom Penh
Marital Status : Single

EDUCATIONAL BACKGROUND

2014-2016

: Successfully graduated master degree in Agriculture at

Khon Kaen University (Thailand)

2007-2011

: Successfully graduated bachelor degree at Cambodian

Mekong University, Teaching English as a Foreign Language

2007-2011

: Successfully graduated bachelor degree at National

University of Management, in the field of Economics-Business

06. Dec.2007 : Successfully graduated from Sonthormok High School, grade: B

16. Sept.2004 : Successfully graduated from Secondary School, grade: Good