CONSUMER PERCEPTIONS, ATTITUDES AND INTEREST IN DEFORESTATION-FREE PALM OIL PRODUCTS

Abstract

This study examined the relationships between personal characteristics, concern about deforestation, perceptions and attitudes toward sustainability measures, knowledge of the Roundtable on Sustainable Palm Oil (RSPO), conservation-related social media following, and consumers’ interest in purchasing deforestation-free palm oil products in Bangkok and its vicinity. Data were collected through a questionnaire from 330 household palm oil consumers selected using convenience sampling. Descriptive statistics, and Firth’s penalized logistic regression were employed. The findings showed that consumers placed greater importance on product quality, health benefits, price, and brand credibility than on environmental attributes. Nevertheless, 96.97% of respondents agreed that deforestation-free label should be provided. Education was associated with purchase interest at a significance level of 0.05: odds of respondents with bachelor’s and postgraduate degrees were 6.94 and 4.56 times more likely, respectively, to be interested in purchasing deforestation-free palm oil products than those with below-bachelor’s education. Concern about deforestation and positive attitudes toward sustainability measures were also positively associated with purchase interest. In contrast, RSPO knowledge and conservation-related social media following were not significantly associated with purchase interest. The findings suggest that businesses and relevant agencies should develop clear, verifiable labels and communicate sustainability attributes alongside product quality, affordability, and brand credibility.

Keywords: Deforestation-Free Palm Oil, Purchase Interest, Environmental Concern, Sustainability Certification