A COMUNICATION MODEL FOR PROMOTING THE PRODUCTION AND CONSUMPTION OF SAFE AGREECULTURAL PRODUCTS : A CASE STUDY OF ORGANIC FARMING IN CHACHOENGSAO PROVINCE

Abstract

Introduction: Communicating a new paradigm to promote the production and consumption of safe agricultural products: A case study of organic farming in Chachoengsao Province. Objectives: 1) to study the in-depth contextual information and traditional knowledge regarding the promotion of safe and organic agricultural production and consumption in Chachoengsao Province. 2) to study the factors influencing the communication of a new paradigm to promote the production and consumption of safe and organic agricultural products in Chachoengsao Province. 3) to propose a model for communicating a new paradigm to promote the production and consumption of safe and organic agricultural products in Chachoengsao Province. Method: This research employed a mixed-methods approach, combining quantitative and qualitative research. A purposive sampling method was used to select 200 participants. Data were analyzed using frequency, percentage, mean, standard deviation, multiple regression analysis, and in-depth interviews with 14 stakeholders. Content analysis was also conducted on these interviews. Results: 1) Promoting the production and consumption of safe agricultural products (organic agriculture) under a new paradigm emphasizes the value of products in terms of safety, health, environment, and certification standards, rather than just economic dimensions. Consumers accept higher prices if they receive value for their money. Distribution channels focus on directly connecting producers and consumers to reduce intermediaries and increase transparency. Marketing communication shifts from a sales-oriented approach to education and raising awareness of health and the environment. Public policy and societal opinion play a crucial role in supporting and driving the sustainable growth of organic agriculture. Simultaneously, relevant personnel must possess knowledge and attitudes aligned with organic farming principles, and production processes must be transparent, verifiable, and build consumer trust. 2) Factors influencing the promotion of the production and consumption of safe organic agricultural products were found to have a positive influence on all variables. The standard coefficient showed that marketing promotion had the greatest influence, followed by physical evidence, product, political strategy, price, process, distribution channels, public opinion, and personnel, in that order. Multiple regression analysis revealed that Model 1 explained 48% of the variance (R² = 0.48), increasing to 57% in Model 2 (R² = 0.57) and 62% in Model 3 (R² = 0.62), which was the best model. All models were statistically significant at the 0.05 level (Sig. = 0.000). 3) The new communication paradigm for promoting the production and consumption of safe organic agricultural products in Chachoengsao Province. Promoting the production and marketing of safe organic agricultural products in the future must be driven by the participation of all sectors government, private sector, and community. In particular, it requires marketing strategies that integrate economic, social, and consumer psychology knowledge. The most important aspect is building trust and a positive image in the minds of consumers, so that organic agriculture is not just a consumption option, but a sustainable consumption culture for Thai society in the future. Conclusion: Organic agriculture promotion must prioritize building trust through health and environmental values rather than price alone. This is achieved through integrated marketing and multi-sectoral collaboration to foster a sustainable consumption culture.