THE IMPACT OF PERCEIVED Q FACTORY STANDARDS ON BRAND TRUST IN AGRICULTURAL CHEMICAL PRODUCTS AND FARMERS’ PURCHASING DECISIONS IN NAKHON PATHOM PROVINCE

Abstract

This study aimed to examine: 1) the levels of perceived Q Factory standards, brand trust, and purchasing decisions regarding agricultural chemical products; 2) the influence of perceived Q Factory standards on brand trust; and 3) the influence of perceived Q Factory standards on purchasing decisions among farmers in Nakhon Pathom Province. The sample consisted of 400 farmers aged 18 years or older who had experience using agricultural chemical products and participated in purchasing decisions. The participants were selected using convenience sampling. Data were collected through a questionnaire and analyzed using frequency, percentage, mean, standard deviation, Pearson’s correlation coefficient, and multiple regression analysis. The results showed that perceived Q Factory standards, brand trust, and purchasing decisions were rated at high levels. The four dimensions of perceived Q Factory standards jointly had a statistically significant influence on brand trust (R² = .810, p < .001) and purchasing decisions (R² = .779, p < .001). Among the individual dimensions, perceived transparency and traceability had the highest standardized regression coefficient for both brand trust (β = .345, p < .001) and purchasing decisions (β = .318, p = .001). However, the results of the individual-dimension analysis should be interpreted with caution because relatively high multicollinearity was found among some components. The findings suggest that communicating Q Factory standards by emphasizing transparent and verifiable information can support the development of brand trust and purchasing decisions regarding agricultural chemical products.