Analyzing the impact of organic certification on product and sustainable attributes on the importance of organic food certification in Thailand: Mediating role of perceived benefits of organic food

• Author: Maneerat Mitprasat,Pissanu Horakul,Rofiqul Umam
• DOI: http://doi.org/10.1002/wfp2.12006
• Date: 01 November 2019
• Published date: 01 November 2019

World Food Policy. 2019;5:57–73. wileyonlinelibrary.com/journal/wfp2

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© 2020 Policy Studies Organization

DOI: 10.1002/wfp2.12006

ORIGINAL ARTICLE

Analyzing the impact of organic certification

on product and sustainable attributes on the

importance of organic food certification in

Thailand: Mediating role of perceived benefits of

organic food

ManeeratMitprasat1

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PissanuHorakul2

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RofiqulUmam3

1Political Science Association of Kasetsart

University, Bangkok, Thailand

2Lawyer's Association of Thailand,

Bangkok, Thailand

3School of Science and Technology,

Kwansei Gakuin University, Hyōgo, Japan

Correspondence

Maneerat Mitprasat, Political Science

Association of Kasetsart University,

Bangkok, Thailand.

Email: mmaneerat@hotmail.com

Abstract

Time has come to cope with severe food shortage as well

as quality which is resulting in the stunted growth of chil-

dren and many other diseases. The answer to all these prob-

lems lies in organic food which is becoming increasingly

common in developed countries as many brands are mov-

ing toward organic certification of their products as well

as sustainable attributes. This study has aimed to analyze

the importance of the role of organic certification of prod-

ucts as well as sustainable attributes in Thailand. Moreover,

this study has also assessed the mediating role of perceived

benefits of organic food in respective relationships. Around

301 residents of Thailand were included in data gathering

and analysis of the study which was later run on SPSS and

AMOS. Descriptive tests, CFA, and SEM were run for data

screening, validity, and hypotheses testing, respectively.

The results have shown that certification of product attrib-

utes has a significant impact on the importance of organic

certification while sustainable attributes do not have a sig-

nificant effect on the same. The mediating role of perceived

benefits has been proved in both relationships. This study is

novel because no previous study has analyzed the mediating

role of perceived benefits in given relationships. This study

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MITPRASAT eT Al.

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INTRODUCTION

Organic food refers to the food that is produced using the methods of organic farming (Tsutsumi,

Ono, Ogasawara, & Hojito, 2018). The importance of organic food certification is crucial; it en-

sures that the food is free from genetically modified organisms and some other harmful chemicals.

Organic certification Thailand Act is an independent certification body set in 1995 led by the

Alternative Agriculture Network (AAN). In 1999, this Act concludes its first organic standards

and officially began offering inspection and certification services. The growth of the organic mar-

ket in Thailand is highly linked with the growth of the sustainable-green market because organic

food is produced with the help of using soil and water to magnify the environmental quality for

upcoming generations (Stinger et al., 2019). The food that is produced under the certification of

organic foods Act is better than other foods and is of higher quality than nonorganic production

methods. Moreover, according to research and background statistics, Thailand is one of the wealth-

iest countries around the globe. However, organic food consumption among people in Thailand

is less than other countries. The primary reason behind the consumption of unhealthy food is the

lack of a quality check service. According to the research institute of organic agriculture, during

the last few years, numerous cases came into existence and increased public anxiety over chemical

contamination.

It has been observed that during the last few decades, the consumption of organic food in Thailand

is not as standard as should be because just 0.3% of Thailand's agriculture land is certified as organic;

according to research conducted by the Organic Agriculture Development Thailand it is stated that

less than 0.2% of Thailand's farmers practice organic farming (Saleetid, Green, & Murray, 2017).

Meanwhile, the consumption of organic food in Thailand remains low with the retail sales of just 24

US cents per capita in the year 2014; due to the low consumption rate of organic food, health issues are

prevalent among Thailand consumers. Some of the common health issues are diabetes, obesity, stroke,

cancer including cervical and gallbladder, and high blood pressure which are due to the consumption

of unhealthy food (Weschenfelder, Bentley, & Himmerich, 2018).

The most common disease people in Thailand face due to this low consumption rate is depres-

sion (Longchoopol, Thapinta, Ross, & Lertwatthanawilat, 2018). According to research, people

who eat a lot of fast food might be depressed, the consumption of organic food could help in lower

depressive symptoms. Due to the poor mechanism and regulation of organic food certification in

Thailand, the consumption rate of organic food is relatively low in Thailand than in other countries

(World Health Organization, 2017). There are a number of specific requirements and regulations

that must be maintained and met for farmers to qualify for organic food production in Thailand.

The individuals must focus on the consumption of organic food and products to lower the risks of

diseases among people. The more people consume healthy food, the more they stay healthy and

fit. Therefore, the consumption of organic food and certification process is highly essential for

individuals.

has important implications for theory, management of res-

taurants, food sector and government of Thailand's.

KEYWORDS

organic certification, organic food, product attributes, sustainable

attributes and perceived benefits