MARKETING MIX FACTORS INFLUENCING THE PURCHASE INTENTION OF ORGANIC FOOD ON ONLINE PLATFORMS AMONG SINGLE WORKING ADULTS

Abstract

This study aims to investigate the influence of the marketing mix on the purchase intention of organic food on online platforms. A quantitative method was used with 385 single working-age individuals interested in buying organic food online. Data were collected via questionnaires and analyzed using descriptive statistics, Independent Sample t-test, One-Way ANOVA, and Multiple Linear Regression. Results showed that most respondents were female, aged 18-29, with an income of 15,001-25,000 baht. Significant factors influencing purchase intention included product (β = 0.514), price (β = -0.388), place (β = 0.379), and personal service (β = 0.090), with an Adjusted R² of 0.536. The findings suggest that quality, variety, reasonable pricing, convenient access, and user-friendly platforms are key to encouraging purchases among this group.