In: Pakistan Journal of Commerce and Social Sciences (PJCSS) 14 (2020) 2, pp. 424-449
behaviors of Thai consumers of organic food, and to observe the mediating role of consumer identity between the factors …, subjective norm, organic food familiarity and organic food literacy) and purchaseintention. The organic food literacy is the main … determinant of consumer identity with the highest coefficient value, whilst the organic food familiarity was placed as the second …