Understanding consumer behaviour in choosing Rojolele Srinuk rice: developing the theory of planned behaviour
Purpose. The objective of this study is to identify and assess the key factors affecting consumer behaviour in choosing Rojolele Srinuk rice based on the Theory of Planned Behaviour (TPB) approach, sustainability motive, health consciousness, and risk perception. Methodology / approach. This stud...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Institute of Eastern European Research and Consulting
2025-06-01
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| Series: | Agricultural and Resource Economics |
| Subjects: | |
| Online Access: | https://are-journal.com/are/article/view/992 |
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