Demand for Pesticide-Free Vegetables : A Case Study of Thammasat Community

Thammasat University is interested in encouraging vegetable farmers near Rangsit campus to produce pesticide-free vegetables so that people living around Rangsit campus will have a chance to consume safe and clean vegetables. The conceptual framework has been proposed with 11 factors which are -- health safety, product characteristics, brand, packaging, price, distribution channel, certified standard, media, sales promotion, government support, and belonging to TU. The research result found that most consumers have less knowledge on pesticide-free vegetables. Those who are less sensitive to price change will have a tendency to consume more proportion of pesticide-free vegetables as well as those who are health conscious