Nitima Aungatichart; Aya Fukushige; Mayuree Aryupong - In: Pakistan journal of commerce and social sciences 14 (2020) 2, pp. 424-449
The aims of this research are toexplore the relationship between the factors influencing purchase intention and actual behaviors of Thai consumers of organic food, and to observe the mediating role of consumer identity between the factors:attitude towardorganic food, subjective norm, and...
