Factors driving Thailand rice farmer decision-making in the choice of marketing channel

Thamthanakoon, N., Huang, I.Y., Eastham, J., Ward, S. and Manning, L. (2021) Factors driving Thailand rice farmer decision-making in the choice of marketing channel. British Food Journal.

[img]
Preview
Text
Iona Huang Factors driving UPLOAD 3.pdf - Accepted Version

Download (605kB) | Preview

Abstract

Since the end of the latest rice-pledging scheme, Thai rice farmers have had more freedom in selecting marketing channels. Understanding the determinants of farmers' decision-making associated with these channels is of particular interest to multiple stakeholders in the rice value chain. This study aims to examine how economic, relational and psychological factors concurrently underpin Thai rice farmers' decision-making and influence their marketing channel choice.

Item Type: Article
Keywords: Decision-making, Structural equation modeling (SEM), Rice farmers, Theory of reasoned action (TRA), Marketing channel choice, Transaction condition
Divisions: Food, Land and Agribusiness Management
Depositing User: Mrs Rachael Harper
Date Deposited: 16 Jul 2021 15:06
Last Modified: 20 Jul 2021 11:33
URI: https://hau.repository.guildhe.ac.uk/id/eprint/17712

Actions (login required)

Edit Item Edit Item