Factors Influencing the Decision to Use Vermicompost Liquid Fertilizer among Organic Farmers in Nakhonpathom Province

Abstract

This study aimed to investigate the factors influencing the purchase decision of vermicompost liquid fertilizer among organic farmers in Nakhon Pathom Province, examining demographic characteristics, consumer behavior, and marketing mix elements. A quantitative research approach was employed, collecting data through questionnaires from 62 organic farmers and analyzing them using descriptive statistics and multiple regression analysis. Results revealed that most farmers were female, aged 50-59 years, had an education level below a bachelor's degree, and had over 10 years of farming experience. Multiple regression analysis identified average monthly income as the only statistically significant factor (B = 0.319, p = 0.014), indicating a positive correlation and accounting for 11.4% of the variance. However, in-depth analysis revealed that low-income farmers had a higher proportion of use (50.0%). In comparison, high-income farmers had no use at all (0.0%), reflecting the complexity of this relationship due to government support programs and the necessity to reduce production costs. Regarding consumer behavior, payment methods were rated as most important (mean = 4.26), followed by influential decision-makers (mean = 4.21), with local leaders and agricultural agencies playing significant roles in farmers’ decisions. Although consumer behavior factors and marketing mix factors were not statistically significant in the regression model, descriptive analysis indicated that farmers valued distribution channels and marketing promotions. These findings provide essential information for entrepreneurs to develop appropriate marketing strategies targeting specific customer segments and for relevant agencies to formulate policies promoting sustainable use of organic agricultural inputs. The study highlights the importance of developing technology transfer systems through community leaders and supporting low-income farmers to enhance the adoption of vermicompost liquid fertilizer in organic farming practices.