Consumer buying behaviors have changed toward interest in organic products on healthy trends and concerns over unprecedented diseases. However, whether consumers choose to consume organic products or not, they need to generate "reasons (for and against) to determine their behaviors, which are also stimulated by entrepreneurs' strategies. However, the researcher has not found research on the elements that reason (for and against) influence consumers' purchase intention and the market strategies entrepreneurs use. As a result, this research aims to investigate why customers purchase organic products and how entrepreneurs to market to them to satisfy customer needs. This research focused on a group of organic product purchasers in Bangkok, Thailand. With a focus on two product groups, group 1, horticultural crops, which include fresh vegetables and fruits, and group 2, field crops, such as rice and grains, the researcher uses an article review and previous analysis to create a questionnaire to determine entrepreneurs' marketing strategies and consumers' reasons (for and against) for consuming organic products. In conclusion, the study's results found that the essential variables included were attitudes, marketing strategies, and reasons for encouraging customers to support their role in purchasing organic product items. Additionally, attitude mediates the relationship between marketing strategies and purchase intentions, as well as the relationship between reasons (for and against) and purchase intentions. This explains how important it is to consider how individual and environmental factors impact consumer decisions to purchase organic products. The most effective, efficient, and reasonable approach to producing and distributing organic products can be planned using research studies. The growth of organic farming will result from the rise in consumer demand.

Dissertation (D.B.A. (Management)) -- University of the Thai Chamber of Commerce, 2022.