2556

2556

THE STUDY OF RELATIONSHIP BETWEEN KNOWLEDGE AND ATTITUDES

ABOUT MEAT SAFETY TOWARDS BEHAVIOR BUYING MEAT OF CONSUMERS IN THE MARKET AT RATCHABURI PROVINCE

By Miss Waraporn Haepruek

A Thesis Submitted in Partial Fulfillment of the Requirements for the Degree Master of Art Program of Public and Private Management

Graduate School, Silpakorn University Academic Year 2013

Copyright of Graduate School, Silpakorn University

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52601330: : / / /

: . :

. . 129 .

400 T-Test

41-50

/ 4 10,000-30,000 /

3-4 / 0.5-1.0 / /

0.01

0.01

.................................................................................................... 2556

.................................................................

52601330: MAJOR: PUBLIC AND PRIVATE MANAGEMENT KEY WORD: KNOWLEDGE / ATTITUDE / MEAT SAFETY / BEHAVIOR BUYING

WARAPORN HAEPRUEK: THE STUDY OF RELATIONSHIP BETWEEN KNOWLEDGE AND ATTITUDES ABOUT MEAT SAFETY TOWARDS BEHAVIOR BUYING MEAT OF CONSUMERS IN THE MARKET AT RATCHABURI PROVINCE. THESIS ADVISOR: SAWANYA THAMMA-APIPON, Ph.D. 129 pp.

The objectives of this study was to knowledge, attitude and safety of the meat. Meat Market's purchasing behavior of consumers. To compare the relationship between Personal factors, Knowledge, Attitudes and Behavior, including problem and requirement about meat safety of consumers in Ratchaburi province. The sample and the research area used the purposive sampling method. The four hundred consumers bought pork, meat and chicken meat from the Sri Muang market, Ratchaburi. The data collection by questionnaire. Analysed by statistic Percentage, Average, Standard deviation, T-Test, Analysis of variance: ANOVA and Pearson’s correlation coefficient. This result of the research, The samples have knowledge of the meat safety in the medium level, The attitude of the meat safety at a high level. The buying behavior of consumers choose from the certification, The sample buying animals meat for 3-4 days per week. Almost the consumer selected pork and average quantity 0.5-1.0 kilogram. The consumer selection by touch, color and smelling. The consumer buy animals meat from fresh market because is near home or work place, Good communication, The sample can determine to buy meat by them self. The result of different personal factors has effect to the buying behavior different non-significant. The result of personal knowledge of meat safety with the buying behavior were significantly correlated (p< 0.01), The result of attitude about meat safety with the buying behavior were significantly correlated (p< 0.01) The opinion and suggestions about meat safety finding unhygienic transportation. Not have monitoring plan from the government authority. Penalty of the law is not strictly. The sample need farms and slaughter houses owner have sense of responsibility about quality control of meat processing. The government publicize knowledge and information to all consumer thoroughly. And design course of education learning about food safety.

Program of Public and Private Management Graduate school, Silpakorn University Student’s signature................................................................................... Academic Year 2013

Thesis Advisor’s signature.......................................................................

.

( )

1 1 1 3 4 5 5 7 8 8 2 9 9 19 27 43 45

( ) 50 57

3 64 64 65 65 66 68 68

4 71 1 71

2 77 3 78 4 84

5 87 6

88 7 97

5 98 100 102 112 113

114 120

121 127

129

1 13 2 6Ws 1H 7Os 32 3 2554 51 4 ( .2) 53 5 ( .2) 53 6 Salmonella spp. 54 7 (Micro Assay) 55 8 71 9 75 10 78

11 79 12 81 13 82 14 83 15 83 16 84 17 84 18

88 19

89 20 90 21 91 22 92 23 93

24 94

25 95 26 96 27 97

-

1 5 2 11 3 13 4 14 5 21 6 3 22 7 30 8 39 9 40 10 41

1

“ ” (Kitchen of The World)

2547

(Food Chain)

2558

(Food Safety) 2545

2

( (2552: 4)

(From farm to table)

. . 2542 . . 2542

( , 2547: 214) ( ) ( ) (

) Salmonella spp. Staphylococcus aureus Clostridium perfringens

7 2542 151 ( . .2536)

1

2

2550-2552 5.5

6 ( , 2554: 47) 2-3

(38 ) (5 )

“ ” (15 ) 45.4 1.0-14.7

. . 2553-2555 ( 250-300 ) 8.5 19.2 19.4 ( . 1, 2555: 14)

( ,

2547: 153) 2

( , 2544) ( , 2545: 2)

( .2)

( , 2552: 14)

3

( , 2552: 9)

(Food Safety) 2547

( 2555)

(Food Education)

1. 2. 3. 4.

5.

6.

4

1. 1.1 1.2 1.3 1.4 1.5 1.6

1.7

1.8

1.9

2.

5

1. 2. 3. 4. 5. 6. 7. 8. 9.

1. 1.1

1.2

1.3

1. 2. 3. 4.

1. 2. 3. 4.

1. 2. 3. 4. 5. 6.

1

6

1.4

2. 2.1 (Independent Variable) :

2.1.1 - - - - - - - - -

2.1.2

- - -

- 2.1.3

- - -

- 2.2 (Dependent Variable) :

2.2.1 -

- - - - -

7

3.

4. (2548: 55) (2549: 58)

(2553: 71)

( )

5 ( , 2554)

( ) 24

( ) 15 ( , 2554)

5. - 2555 2 - 2555

1.

2. 3.

4. 5.

(Content Validity) 6.

7. (Try-

out) 30 8. (Reliability)

(Cronbach‘s alpha coefficient) 9.

8

1.

2.

3.

4.

(Food Education)

9

2

“

”

( )

1. 2. 3. 4.

5. 6. ( ) 7.

1. 1.1 Bloom, B.S., et al (1971: 271)

Good, C.V. (1973: 325)

Wikstrom, S. and R. Normann (1994: 9) 3 1. (Fact) (Truths) 2. (Know) (May be Know) 3. (Awareness)

Davenport, T. H., and Prusak, L. (1998: 5)

9

10

(2547: 21)

(New knowledge)

(2549: 20-21) (Skill)

(Practice) (Attitude) (2550: 358)

(Consumer Knowledge)

1.2

Nonaka, I. and Takeuchi, H. (1995: 22) 2 1. (Tacit Knowledge)

2. (Explicit Knowledge)

Tiwana, A. (2000: 67) 3 1.

2.

11

3.

(2550: 37)

2

1.

2.

2

1.3 (Hideo Yamazaki)

4 “ ” “ ”

“ ”

( , 2548: 14)

2 : , , 2

( : , 2548), 14.

12

Marquardt, M. J. (2002: 140-141) 5 1. (data)

2. (information)

3. (knowledge)

4. (expertise)

5. (capability)

1.4

Leo M.L. Nollet and Fidel Toldra (2011: 62-63)

(4Ps) 1. (Perception)

2. (Product)

3. (Person)

4. (Place)

13

3 : Leo M.L. Nollet and Fidel Toldra, Sensory Analysis of Foods of

Animal Origin (U.S.A., 2011), 62.

1

( )

( )

( )

: Leo M.L. Nollet and Fidel Toldra, Sensory Analysis of Foods of

Animal Origin (U.S.A., 2011), 62.

14

(2550: 66)

4 : , ( : . (1991) , 2550), 66.

(Perception) (Product) (Person) (Place)

1.5

. (2542: 46)

15

( , 2550: 83)

(Information Service) (Public Relation)

(

, 2542: 46)

1.6

Bloom 6 ( , 2553: 18)

1. (Recall)

2. (Comprehension)

3. (Application) (Abstract)

4. (Analysis)

16

5. (Synthesis) (Creative)

6. (Evaluation) (Criteria)

1.7

. (2555)

2553 130 3,073

722 23.49 2,029 331

16.31 33.33

391 1,044 37.45

(Food Chain)

3

17

(2554) 43.13

4.5 / 15,000

12.30 . ( )

. ( ) .

. ( )

(2551)

1. 2.

3. 9

2550 1,351

18

0.910 0.704

0.818

0.05 1. (x = 52.0)

(x = 3.48) (x = 1.66)

2. 1)

0.05 2) 0.05

3) 0.05

3.

0.05 (r = 0.655)

(2548) 1)

2)

449

(69.5%) 34 (55.9%) (59.0%) (79.5%)

(32.3%) 5,001-15,000 (41.4%) (79.5%) (90.4%)

(64.5%) (63.9%) (67.9%)

0.05

0.05

19

2. 2.1

Milton, R. (1970: 112)

Greenberg, R. A. B. (2000: 170)

(2542: 106)

(2545: 125)

Allport

1.

2. 3. 4.

(2547: 168)

(2549: 58) Belkin and Skydell

1.

3 1.1

1.2

1.3

20

2. 2 2.1

2.2

2.2 Belkin and Skydell

5 (2549: 58) 1. (Affective Attitude)

2. (Intellectual Attitude)

3. (Action-oriented Attitude)

4. (Balanced Attitude)

5. (Ego-defensive Attitude)

3

4 ( , 2550: 103-104) 1.

2.

21

3.

4.

5 : , ( : . (1991) , 2550), 104.

2.3

Coon, D. (1998: 677-679) 1. (Direct Contact)

2. (Interaction with Others)

3. (Child Rearing) 4. (Group Member) 5. (Mass Media)

6. (Chance Conditioning)

22

Schiffman et al (2007: 236-237) (Structural model of attitudes)

3 1. (Cognitive component)

3 (Knowledge) (Perception) (Beliefs)

(Beliefs)

2. (Affective component)

3 (Emotion) (Feeling)

- -

6 3 (Tricomponent attitude model) : Schiffman, Leon G., and Lazar Kanuk., Consumer Behavior (9thed.,

New jersey: Prentice-Hall international., 2007), 236. 3. (Conative component Behavior Doing)

3

23

(Intention to buy)

(2550: 220)

2.4 Daniel Katz

Daniel Katz

4 ( , 2547: 169) 1. (Utilitarian Function)

2. (Value-expressive Function)

3. (Ego-defensive Function)

4. (Knowledge Function)

24

2.5

(Basic Motivation) (Basic Motivation Function) ( , 2542: 110-111) 1.

2.

3.

4.

5.

(2550: 393-394) 1.

25

2. “ ”

3.

4. “ ”

5.

(2550: 233)

4 (2550: 104)

2.6

(2551)

( .)

26

(2546)

15

400

Least Significant Difference (LSD) (Chi-Square Test)

(Pearson Correlation) 1. 33-41

60,000 20,001-

30,000 30,001-40,000 / /

2.

3. 300-500

4.

5.

6.

6–8

7. 0.05

27

8.

0.05 9.

0.01 10.

0.01 11.

0.01 12.

0.01 13.

0.05 14.

0.05 15.

0.01

3. 3.1 Hawkins et al (2001: 7)

(2550: 17-18)

(2550: 137)

28

3.2 . (2542)

29

(2542: 32-37)

1.

4

2.

3.

4.

5.

(2553: 19)

Nancy Z. Schwartz 4

30

1. 2. 3.

4.

(Maslow’s General

Theory of Human & Motivation) (Hierarchy & Needs) (Maslow, Abraham H., 1954: 80-

106) 1.

2.

3.

4. (Hierarchy of Needs) 5 (Maslow’s hierarchy of

human needs)

7 (Maslow’s hierarchy of human needs): Maslow, Abraham H., Motivation and Persomality (New York: Harper &

Brothers., 1954), 103.

31

4.1 (Physiological needs)

4.2 (Safety needs)

4.3 (Social needs)

(Love and belongingness needs)

4.4 (Esteem needs) (Self-esteem) (Recognition) (Status)

4.5 (Self-actualization needs)

(Maslow’s hierarchy of human needs) 3.3 (Consumer Research)

(2547: 4-6) 7

6Ws 1H 7Os

32

2 6Ws 1H 7Os

(6Ws 1H) (7Os) 1. - (Occupants) (Who is in the target market?) (1) (2) (3) (4) 2. - (Objects) (What does the consumer buy?)

3. - (Objectives)

(Why does the consumer buy?)

(1) (2) (3) 4. - (Organizations) (Who participates in the buying?) (1) (2) (3) (4) (5) 5. - (Occasions) (When does the consumer buy?) 6. - (Outlets) (Where does the consumer buy?) 7. - (Operation) (How does the consumer buy?) (1) (2) (3) (4) (5)

: , ( : . . , 2547), 6.

33

3.4

(2553)

400

t-test F-test (One-Way ANOVA) Scheffe' - (Chi-Square Test)

31-40 5,001-10,000 5

101-200 16.00-18.00 .

5

/

0.05

0.05

34

0.05

(2552)

1. 21-30

10,000 2.

( ) ( ) ( )

3. ( ) ( ) ( )

4. /

( ) ( ) ( )

5.

( ) ( ) ( )

6. ( ) (

) ( ) ( )

( ) ( )

7. /

8.

35

(2552)

400 20,000 40-45

3-4

1 /

0.5 41-60

(2551)

( .)

12 16.52

3.43 2.90

36

37.4

2-3 3.92 2.26 0.43

(2550)

(2549)

37

400 (Multistage random sampling)

(t-test) (F-test) (Pearson’s product monent correlation coefficient)

1.

2. 0.05

3. 4.

.01

(2548)

400

38

4. 4.1

( , 2550: 46)

4.2 (2548: 263-264)

2

1. 3 1.1 1.2

1.3

2. 2

2.1

2.2

39

(2547: 222-224) 3 (Purchase Involvement)

1. (Habitual Decision Making)

2 1.1 (Brand Loyal Purchases)

1.2 (Repeat Purchases)

2. (Limited Decision Making)

8 : , ( : . (1991) , 2550), 47.

40

3. (Extended Decision Making)

(2550: 61)

-

9 : , ( : . (1991) , 2550), 48.

1.

2.

3.

41

4.

5.

6.

7. ( .)

( .)

4.3

(2550: 57-60)

2

10 : , ( : . (1991) , 2550), 61.

1. (Internal Factors)

42

2. (External Factors)

4.4

( , 2550: 56-57) 1. (Incentives)

2. (Differentiation)

3. (Confidence)

4. - (Post-attitudes)

(Awareness)

(Acceptance) (Search for information) (Preference)

(Select) (Use) - (Post-attitudes)

43

- (Loyalty)

5. (Food Safety)

( , 2553: 5)

( , 2551)

(Food chain) (Form farm to table)

(Kitchen of the World)

44

( , 2548: 3)

( , 2553: 585-586) 1. /

2.

3.

(2553: 634-636) “”

45

5.1

20% lysine taurine B1, B6,

B12, A, D, E, K C C

( . , 2556: 24)

5.2

( , 2548: 45)

(Zoonosis)

( , 2542: 50)

(2542: 50-51) (2546: 18, 87) (2548: 45-46) .

(2554: 16) . (2555) . 1 (2555: 14)

5.2.1 -

- - ( ) -

46

5.2.2 -

- (Marbling) - - -

5.2.3 - - - - - - -

5.2.4 -

. 1 (2555: 14)

- 3

-

-

2 (67%) 1 (33%) 3 (75%) 1 (25%)

- -

47

-

5.3

(2546: 18) (Cooking)

(2542: 51)

( , 2546: 18) . (2556: 24)

1–2%

. 1 (2555: 14)

48

. (2555) (Streptococcus suis)

16-25%

. . (2555) 70

(Toxin)

( . , 2554: 16)

5.4 4

2-3

-18 12-18

( , 2554: 15)

60

(2 / )

49

( , 2542: 51 , 2546: 87-88) . (2554: 16)

6

- 10

4-10 4 2-3

. . 2551 25 (1)

(2) 5 (Frozen meat)

(-18 -30 )

(Thawing)

(Quick frozen)

( , 2556: 24)

4-10

2-3

50

6. ( )

(Food Safety)

(GAP)

AEC

( . , 2556: 12)

. (2554)

1.6 54,000 120,000

8.2 ( .2) 57 34 4,695 /

17 660 / 5 8,500 / - 1 30 / 57

1 2 2

15 2.9

( )

. .2525

. .2535

51

6.1 151

- 101 - - 50

20 - 1 - 7 - 7 - 2 - 3

20 HACCP 1 ( ) ( )

6.2

3

3 2554

( ) ( )

1 97 1,520,000

2 69 3,246

3 3 740

4 133 7,278,000

5 8 500,000

6 3 490,000

7 6 390,000

8 1 30,000

9 3 860,000 /

: , 2554 ( ,2554), 48.

80%

52

( ) 1

6.3

3 (

1 )

2554 17 19,355

. .

2525 6

484 1.78

6.4

. .2535 . .2545

2,997 90

53

( , 2551: ) 2554

( .2) 57 / 4 5

4 ( .2)

( )

( ) - 1 3 3 3 - 9 2 5 6 1 1 13 3 8 - - - 8 4 4 7 - - 11 5 5 - 1 - 6 6 3 - - - 3 7 2 1 - - 3 8 4 - - - 4

9 - - - - -

10 - - - - -

34 17 5 1 57

: , 2554 ( ,2554), 49.

5 ( .2)

( ) ( / )

1 34 4,695

2 17 665

3 5 8,500

4 - 1 30

: , 2554 ( ,2554), 48.

54

( .2) 57 1 ( ) 2 (

) 1. 1,000 / 2. 150 / 3. 150 /

57 GMP HACCP 2

5 ( . .2539) . .2535

Salmonella spp. (Micro Assay) 2550 2551

7 352 (, 2551: 78-79)

6 Salmonella spp.

(%) (%) (%)

0 0 62 5 (8.07) 54 16 (29.62)

10 5 (50.00) 45 7 (15.56) 77 20 (25.97)

1 1 (100.00) 1 0 8 3 (37.50)

0 0 0 0 10 6 (60.00)

0 0 22 2 (9.09) 54 27 (50.00)

0 0 0 0 2 2 (100.00)

0 0 0 0 6 1 (16.66)

11 6 (54.54) 130 14 (10.77) 211 75 (35.55)

: , 2551 ( . . .,2551), 78.

55

7 (Micro Assay)

(%) (%) (%)

0 0 62 0 54 3 (5.55)

10 0 45 0 77 3 (3.89)

1 0 1 0 8 0

0 0 0 0 10 0

0 0 22 0 54 0

0 0 0 0 2 0

0 0 0 0 6 1 (16.66)

11 0 130 0 211 7 (3.32)

: , 2551 ( . . .,2551), 79.

6.5 6.5.1 2552 558,240

10

( )

56

( ) ( ) ( ) 36

( )

11 29 2552

2553 500,000

( 3 )

15 46 ( 31 4 11 )

20 29

2553 ( ) ( ) 29

2553 ( ) ( )

2554

676,000 30 21 2554 250,000

2 133,420 16 2554 ( )

64 2554 33

57

7.

. (2553) .

10

2

10

( .)

10

58

1

(2553)

2553

" " 2,933 / " ."

" " " " / 3

. -

/

/ 3 " ." " " " "

" ." " " " "

59

(2552) 2549-2551

( .) 1-9 2549-2551 2549 3,902

70 1.79% 2550 4,468 119

2.66 % 2551 1,633 45 2.76%

(P<0.05)

. 2 4.99% . 3 4.63% . 8, 6 9

0.81% , 0.80% 0.36% 2550-2551 3

2.93% 2.33% 1.89%

(P<0.05)

(2552: 26-27)

1.

2. 3.

4.

60

(2547) . . " "

(Salbutamol)

(Clenbuterol)

( )

61

(2545)

2545

120 100

/

/

/

/

62

/

/

/

/

63

64

3

(Quantitative Research)

1. 2. 3. 4. 5. 6.

1. (Purposive Sampling)

(2548: 55) (2549: 58) (2553: 71)

( ) 04.00-19.00 .

5 ( . , 2554) ( ) 24

( ) 2552 15 (. , 2554)

64

65

2. 2.1

(Purposive Sampling)

( )

2.2

( )

0.05 95% ( , 2554: 28)

n = Z2 4E2

Z = 1.96 , E = 0.05

n = (1.96)2 4(0.05)2

= 384.16 385

385 15 400

3.

(Questionnaire) 5 1 9

(Multiple choice questions) 2 4

(5 ) (5 ) (5 ) (3 ) 18 2

3 4 (5 ) (6 )

66

(3 ) (1 ) 15 Likert scale 5

5 4 3 2 1 4 6

(Multiple choice questions)

5

4. 4.1

4.2

Mean 0.00-1.00 0.00

1.00 0.40-0.60 0.40-0.60 ( ,

2553: 362) 4.3

(Content Validity) (Index of Congruence) 3

4.3.1

4.3.2

4.3.3 .

4.4 IOC (Index of Congruence) 0.5

67

IOC 0.5 ( , 2543: 123)

IOC = R/ N

IOC R N

(Index of Congruence)

+1 / 0 / -1 /

= ( 0.5 )

IOC 0.5 3

4.5

4.6 (Try-out)

30 4.7

(Reliability) (Internal Consistency) (Cronbach‘s alpha coefficient)

4.8 400

68

5. 5.1

533 ( )

5.2 - 2555 (Accidental Sampling)

5.3

6. (Questionnaire)

4

6.1 (Descriptive Statistics)

(Frequency) (Percentage)

6.2

(Frequency) (Percentage) (

, 2553: 88) 2 4 18

5 5 5 5 5 5 3 3

69

1 ( 18 18 ) (2553: 88-89)

= 1 = 0

(Percentage) (Mean)

0-18 (2553: 88-90) 3

13-18 3

7-12 2 0-6 1

13 18

6.3 (Mean)

(Standard Deviation) (Likert rating Scale) 5

(interval scale)

5 = 5 4 = 4 3 = 3 2 = 2 1 = 1

= ( - ) / = (5-1) / 5 = 0.8

(Likert rating Scale) 5

70

4.21 – 5.00

3.41 – 4.20 2.61 – 3.40 1.81 – 2.60 1.00 – 1.80

6.4 (2549: 122-123)

T-test (Independent) 2

(One-way ANOVA)

6.5

71

4

( )

400

1 2 3 4 5 6

7

1

400 (Descriptive Statistics)

(Frequency) (Percentage) 8

8

( ) 1.

106

26.50 294 73.50

400 100

71

72

8 ( )

( ) 2.

20 7

1.75

20-30 53 13.25 31-40 74 18.50 41-50 160 40.00 51 106 26.50

400 100 3. 99 24.75 271 67.75 / / 30 7.50

400 100 4. 133 32.25

/ . 87 21.75 / . 104 26.00

76 19.00 400 100

5. / 6 1.50 / / 59 14.75 / 35 8.75 / 103 25.75 / 92 23.00 44 11.00 60 15.00 ( ) 1 0.25

400 100 6. 1 8 2.00 2-3 61 15.25 3-4 160 40.00 4 171 72.75

400 100

73

8 ( )

( ) 7. 10,000 92 23.00

10,000 - 30,000 237 59.25

30,001 - 50,000 43 10.75 50,001 28 7.00

400 100 8. 32 8.00 338 84.50 / 30 7.50

400 100 9. “

” 9.1 64 16.00 9.2 336 84.00

400 100

9.2.1 ( 1 )

- 61 7.23 - 114 13.51 - 292 34.60 - 254 30.09 - 90 10.66 - / / 33 3.91

844 100

8

400 1. 73.50 26.50 2. 41-50 40.00 51

, 31-40 , 20-30 20 26.50, 18.50, 13.25 1.75

74

3. 67.75 24.75 / / 7. 05

4. 32.25 / ., / .

26.00, 21.75 19.00 5. / 25.75 / , , / / , , / ,

/ 23.00, 15.00, 14.75, 11.00, 8.75, 2.00 0.25

6. 4 72.75 3-4 , 1-2 1 40.00, 15.25

2.00 7.

10,000-30,000 59.25 10,000 , 30,001-50,000 50,001 23.00, 10.75 7.00 8.

84.50 / 8.00 7.50

9. “ ”

“ ” 84.00 “ ” 16.00

“ ” 84.00 1

( ) 34.60 (

), ( ), ( ), (

) / / 30.09, 13.51, 10.66, 7.23 3.91

2

( ) 400 4 , ,

75

(Frequency) (Percentage) 9

9

(400 )

1.

376

(94.00)* 24

(6.00) 2.

315 (78.75)

85 (21.25)

3.

192

(48.00) 208

(52.00) 4.

108 (27.00)

292 (73.00)

5. /

359 (89.75)

41 (10.25)

6.

249

(62.25) 151

(37.75) 7.

208 (52.00)

192 (48.00)

8.

255

(63.75) 145

(36.25) 9.

115 (28.75)

285 (71.25)

10.

299

(74.75) 101

(25.25)

11.

91

(22.75) 309

(77.25)* 12.

305 (76.25)

95 (23.75)

13.

280

(70.00) 120

(30.00)

76

9 ( )

(400 )

( )

14.

182

(45.00) 218

(55.00) 15.

119 (29.75)

281 (70.25)

16.

177

(44.25) 223

(55.75) 17. 2-3

251 (62.75)

149 (37.25)

18. (Freeze)

104 (26.00)

296 (74.00)

9 400 18

2 1 “

” 94.00 6.00 2 “

” 78.75 21.25

3 “ ” 48.00 52.00

4 “ ” 27.00

73.00 5 “ /

” 89.75 10.25

6 “ ” 62.25

37.75

77

7 “ ” 52.00

48.00 8 “

” 63.75 36.25

9 “ ” 28.75

71.25 10 “

” 74.75 25.25 11 “

” 22.75 77.25

12 “ ” 76.25

23.75 13 “

” 70.00 30.00

14 “ ” 45.00

55.00 15 “

” 29.75 70.25

16 “ ” 44.25

55.75 17 “ 2-3

” 62.75 37.25

18 “ (Freeze) ” 26.00 74.00

78

18 ( 18 )

94.00 77.25

0-18

(2553: 88-90) 3

10

( )

13-18 3 61 15.25

7-12 2 303 75.75*

0-6 1 36 9.00

400 100

75.75 15.25 9.00

3

4

(Mean) (Standard Deviation)

79

11

(400 )

1.

85 (21.25)

198 (49.50)

107 (26.75)

4 (1.00)

6 (1.50)

2.

36 (9.00)

96 (24.00)

132 (33.00)

68 (17.00)

68 (17.00)

3.

40 (10.00)

121 (30.25)

84 (21.00)

90 (22.50)

65 (16.25)

4.

56 (14.00)

98 (24.50)

204 (51.00)

18 (4.50)

24 (6.00)

5.

40 (10.00)

151 (37.75)

148 (37.00)

32 (8.00)

29 (7.25)

6. 83

(20.75) 221

(55.25) 33

(8.25) 57

(14.25) 6

(1.50)

7.

116 (29.00)

207 (51.75)

41 (10.25)

36 (9.00)

0 (0.00)

8. 63

(15.75) 70

(17.50) 88

(22.00) 148

(37.00) 31

(7.75)

9.

18 (4.50)

110 (27.50)

11 (2.75)

151 (37.75)

110 (27.50)

10. /

80 (20.00)

218 (54.50)

56 (14.00)

46 (11.50)

0 (0.00)

11.

82 (20.50)

180 (45.00)

65 (16.25)

62 (15.50)

11 (2.75)

12.

107 (26.75)

191 (47.75)

85 (21.25)

13 (3.25)

4 (1.00)

80

11 ( )

(400 )

( )

13.

197 (49.25)

160 (40.00)

36 (9.00)

7 (1.75)

0 (0.00)

14.

77 (19.25)

101 (25.25)

130 (32.50)

67 (16.75)

25 (6.25)

15.

103 (25.75)

240 (60.00)

34 (8.50)

17 (4.25)

6 (1.50)

11

400 (Likert rating Scale) 15

1 “ ” 49.50

2 “ ” 33.00

3 “ ” 30.25

4 “ ” 51.00

5 “ ” 37.75

6 “ ” 55.25

7 “ ” 51.75

81

8 “ ” 37.00 9 “ ”

37.75 10 “ /

” 54.50 11 “

” 45.00 12 “

” 47.75

13 “ ”

49.25 14 “

” 32.50

15 “ ”

60.00

(Likert rating Scale)

12

S.D.

1. 3.29 0.54

2. 3.64 0.57

3. 3.89 0.59

4. 4.04 0.80

3.71 0.42

12

3.71

82

4.04

3.89, 3.64 3.29

13

S.D.

1. 3.88 0.80

2. 2.91 1.20

3. /

2.95 1.26

4.

3.36 0.98

5.

3.35 1.01

3.29 0.54

13

3.29

“ ” 3.88 “

” 3.36

“ ” 2.91

83

14

S.D.

1. 3.80 0.97

2. 4.01 0.86

3. 2.97 1.22

4. 3.56 1.27

5. /

3.83 0.87

6. 3.65 1.05

3.64 0.57

14

3.64

“ ” 4.01 “ /

” 3.83

2.97

15

S.D.

1.

3.96 0.83

2.

4.37 0.72

3.

3.35 1.15

3.89 0.59

15 3.89

84

“

” 4.37 “

” 3.96

“” 3.35

16

S.D.

1.

4.04 0.80

4.04 0.80

16

4.04

“ ” 4.04

4

(Descriptive Statistics) (Percentage) 17

17

( )

1.

230 57.50 109 27.25 61 15.25

400 100

85

17 ( )

( )

2. ( / ) 1-2 151 37.75 3-4 168 42.00 5-6 53 13.25 28 7.00

400 100 3. 216 54.00* 104 26.00 80 20.00

400 100

3.1 ( )

0.5 48 12.00 0.5 – 1.0 167 41.75* 1.1 - 2.0 120 30.00 2.1 – 3.0 60 15.00 3.0 5 1.25

400 100 4. ( 1 ) 69 7.09 / 167 17.16 / 108 11.10 277 28.47 339 34.84* ( ) 13 1.34 973 100

5. ( 1 )

/ 88 9.03 / / 151 15.50 168 17.25 / / 279 28.64* / 189 19.40 99 10.16 ( ) 0 0.00 974 100

86

17 ( )

( )

6. 312 78.00 64 16.00 / 10 2.50 14 3.50

400 100

17

( ) 400

57.50

27.25 15.25 ( / )

3-4 42.00 1-2 , 5-6 37.75, 13.25 7.00

( ) 54.00

26.00 20.00 0.5-1.0 41.75 1.1-2.0 , 2.1-3.0 , 0.5

3.0 30.00, 15.00, 12.00 1.25

1 34.84 , / ,

/ , 28.47, 17.16, 11.10, 7.09 1.34

/ / 28.64 /, , / / ,

/ 19.40, 17.25, 15.50, 10.16 9.03

78.00

, / 16.00, 3.50 2.50

87

5

88

6

(t–test) (Analysis of variance: ANOVA)

6.1

18

18

X S.D. t Sig

1.

1.61 1.56

0.72 0.74

0.29 0.58

2. 1.93

1.87 0.88 0.88

0.57 0.44

3.

0.45 0.44

0.13 0.13

0.60 0.43

4.

0.40 0.41

0.15 0.16

1.42 0.23

5.

0.36 0.34

0.13 0.12

0.10 0.75

6.

1.30 1.32

0.65 0.70

0.36 0.54

1.01 0.99

0.23 0.26

1.27 0.25

* 0.05

89

18

0.05

6.2

19

19

SS df MS F Sig

1.

4.92 214.67

4 395

1.23 0.54

2.26 0.06

219.59 399

2.

5.80 302.06

4 390

1.45 0.77

1.87 0.11

307.86 394

3.

0.09 6.84

4 395

0.02 0.01

1.34 0.25

6.93 399

4.

0.05 10.75

4 387

0.01 0.02

0.47 0.75

10.80 391

5.

0.01 6.65

4 391

0.04 0.01

0.23 0.91

6.66 395

6.

7.34 182.96

4 395

1.83 0.46

3.96 0.40

190.30 399

0.37 24.37

4 381

0.09 0.06

1.48 0.20

24.74 385

* 0.05

90

19

0.05

6.3 20

20

SS df MS F Sig

1.

3.25 216.34

2 397

1.62 0.54

2.98 0.05

219.59 399

2.

0.51 307.35

2 392

0.25 0.78

0.32 0.72

307.86 394

3.

0.09 6.92

2 397

0.04 0.01

0.25 0.77

7.01 399

4.

0.06 10.80

2 389

0.03 0.02

0.11 0.89

10.86 391

5.

0.02 6.65

2 393

0.01 0.01

0.70 0.49

6.67 395

6.

1.05 189.26

2 397

0.52 0.47

1.10 0.33

190.31 399

0.13 24.62

2 383

0.06 0.06

1.03 0.35

24.75 385

* 0.05

91

20

0.05

6.4 21

21

SS df MS F Sig

1.

1.87 217.72

3 396

0.62 0.55

1.13 0.33

219.59 399

2.

2.42 305.44

3 391

0.80 0.78

1.03 0.37

307.86 394

3.

0.04 6.89

3 396

0.01 0.01

0.77 0.50

6.93 399

4.

0.04 10.76

3 388

0.01 0.02

0.54 0.65

10.80 391

5.

0.01 6.65

3 392

0.01 0.01

0.33 0.80

6.66 395

6.

5.84 184.46

3 396

1.94 0.46

4.18 0.06

190.30 399

0.07 24.68

3 382

0.02 0.06

0.36 0.77

24.75 385

* 0.05

92

21

0.05

6.5 22

22

SS df MS F Sig

1.

5.10 214.49

7 392

0.72 0.54

1.33 0.23

219.59 399

2.

11.32 296.55

7 387

1.61 0.76

2.11 0.41

307.87 394

3.

0.09 6.84

7 392

0.01 0.01

0.78 0.60

6.93 399

4.

0.10 10.70

7 384

0.01 0.02

0.52 0.81

10.80 391

5.

0.12 6.55

7 388

0.01 0.01

1.02 0.41

6.67 395

6.

3.74 186.56

7 392

0.53 0.47

1.12 0.34

190.30 399

0.13 24.62

7 378

0.01 0.06

0.29 0.95

24.75 385

* 0.05

93

22

0.05

6.6 23

23

SS df MS F Sig

1.

0.25 219.34

3 396

0.08 0.55

0.15 0.92

219.59 399

2.

1.31 306.55

3 391

0.43 0.78

0.55 0.64

307.86 394

3.

0.03 6.89

3 396

0.01 0.01

0.75 0.52

6.92 399

4.

0.17 10.63

3 388

0.05 0.02

2.12 0.09

10.80 391

5.

0.07 6.60

3 392

0.02 0.01

1.43 0.23

6.67 395

6.

0.15 190.15

3 396

0.05 0.48

0.10 0.95

190.30 399

0.07 24.68

3 382

0.02 0.06

0.38 0.76

24.75 385

* 0.05

94

23

0.05

6.7 24

24

SS df MS F Sig

1.

3.27 216.32

3 396

1.09 0.54

1.99 0.11

219.59 399

2.

0.71 307.16

3 391

0.23 0.78

0.30 0.82

307.87 394

3.

0.10 6.82

3 396

0.03 0.01

2.09 0.10

6.92 399

4.

0.11 10.69

3 388

0.03 0.02

1.32 0.26

10.80 391

5.

0.09 6.58

3 392

0.03 0.01

1.83 0.14

6.67 395

6.

2.08 188.23

3 396

0.69 0.47

1.45 0.22

190.31 399

0.29 24.46

3 382

0.09 0.06

1.51 0.21

24.75 385

* 0.05

95

24

0.05

6.8 25

25

SS df MS F Sig

1.

0.21 219.38

2 397

0.10 0.55

0.19 0.82

219.59 399

2.

0.30 307.57

2 392

0.15 0.78

0.19 0.82

307.87 394

3.

0.03 6.90

2 397

0.01 0.01

1.03 0.35

6.93 399

4.

0.19 10.61

2 389

0.09 0.02

3.49 0.31

10.80 391

5.

0.06 6.61

2 393

0.03 0.01

1.90 0.15

6.67 395

6.

2.15 188.15

2 397

1.07 0.47

2.27 0.10

190.30 399

0.10 24.65

2 383

0.05 0.06

0.80 0.44

24.75 385

* 0.05

96

25

0.05

6.9 26

26

SS df MS F Sig

1.

5.40 214.19

1 398

5.40 0.53

10.03 0.16

219.59 399

2.

11.92 295.94

1 393

11.92

15.83 0.70

307.86 394 0.75

3.

0.06 6.87

1 398

0.06 0.01

3.78 0.05

6.93 399

4.

0.28 10.51

1 390

0.28 0.02

10.70 0.11

10.79 391

5.

0.33 6.34

1 394

0.33 0.01

20.52 0.81

6.67 395

6.

0.95 189.35

1 398

0.95 0.47

2.00 0.15

190.30 399

0.29 24.46

1 384

0.29 0.06

4.56 0.33

24.75 385

* 0.05

97

26

0.05

7

27

27

1.00 0.832 1.00 0.471 0.404 1.00

P<0.01

(r=0.832, P<0.01)

(r=0.471, P<0.01) (r=0.404, P<0.01)

98

5

(Survey Research)

1. 2. 3. 4.

5.

6.

(Purposive Sampling) (2548: 55) (2549: 58) (2553: 71)

( ) 04.00-19.00 .

5 (. , 2554) ( ) 24 2552

( )

15 ( . , 2554)

(Purposive Sampling) ( )

0.05 95% ( , 2554: 28)

385 15

99

400

(Questionnaire) 5

1 9

(Multiple choice questions)

2 4

18 (5 ) (5 ) (5 ) (3 )

2 3 4

15 (5 ) (6 ) (3 ) (1 ) Likert scale 5

5 4 3 2 1

4 6

(Multiple choice questions)

5

5

(Descriptive Statistics) (Frequency) (Percentage) (Mean) (Standard Deviation)

T-test (Independent) (One-way ANOVA)

100

1. 73.50 41-50 40.00

67.75 32.25 / 25.75 4 72.75

10,000-30,000 59.25

84.50 “ ” 84.00

34.60

2. 400

“ ” 94.00 “

” 64.25

75.75 15.25 9.00

3. 4

3.71

4.04 3.89

3.64 3.29

4. 57.50

3-4 / 42.00 54.00 0.5-1.0 41.75

101

34.84 / / 28.64 78.00

5.

6.

102

7.

(r=0.832, P<0.01) (r=0.471, P<0.01) (r=0.404, P<0.01)

( )

400

1. 41-50

/ 4 10,000-30,000

“

”

. (2542: 46)

2.

103

( ) 400 4

75.75

(2550: 66)

(2549)

400

(2554)

(2546)

(2552: 22)

. .2547-2551

104

4

1 “ ” 94.00

Leo M.L. Nollet and

Fidel Toldra (2011: 62) (Perception)

11 “ ” 77.25

( . 1, 2555: 14) (Toxin)

( .

, 2554: 16) (2547)

3.

3.71

4.04 3.89 3.64

105

3.29

4 “

” 51.00 1 “ ”

49.50 5 “ ” 37.75

(2547) . . " "

6 “” 55.25 10 “ /

” 54.50 7 “ ”

51.75 (2550)

(2551)

13 “

” 49.25 12

“ ” 47.75 14 “

106

” 32.50

(2551)

15 “

” 60.00

. (2554: 16)

( , 2550: 233) (Daniel Katz)

( , 2547: 169)

. (2553) .

107

4.

( )

24 2554 15 (

. , 2554) 62.50

(2550: 48)

3-4 0.5-1.0

(2548) 400

(2552)

400

(2551)

2.26 / /

108

Leo M.L. Nollet and Fidel Toldra (2011: 62)

(2553)

400 Leo M.L. Nollet and Fidel Toldra (2011:

62-63)

5.

109

(2550)

(2548) 400

. (2542)

(Maslow’s General Theory of Human & Motivation) (Maslow, Abraham H., 1954: 80-106) (Safety needs)

110

6.

0.05

111

(2549) 400

Leo M.L. Nollet and Fidel Toldra (2011: 62-63)

(Perception)

(Product)

(Person)

(Place)

7.

(r=0.832, P<0.01) (r=0.471, P<0.01)

(r=0.404, P<0.01)

(2550: 61) (Decision Marking)

112

(2550: 37)

(2547: 222-224) (Habitual Decision Making)

(Limited Decision Making)

2-3

(2542: 110-111)

(Basic Motivation)

1. ( )

113

2.

1.

2.

114

. (2545). . :

. . (2542).

. : .

. (2554). . 6. : . . (2554). .

: . . . . (2549). . : . . (2554). Livestock Hygiene. :

. . (2550). . : . (1991) .

. (2552). 2 ( ). : (1989) .

. (2545). . : .

. (2551). . : .

. (2548). . 2. : .

. (2549). . 4. : .

______. (2553). . 7. : .

. (2546). (Food Safety). : . . (2549). . 7. : .

. (2547). : . :

. (2547). : . : .

. (2543). . : .

114

. (2548). . : .

. (2551). . : . . (2553). CODEX,

EU USDA, AUSTRALIA. : . . (2552).

. : . . (2551). 2551

. . . . , . (2548). . 6. : .

. (2542). . : . . (2551).

2551. : .

_____. (2553). 2553. :

. . (2547). :

. :

. (2550). 8. 8. : . . (2547). . : . . .

. (2555). .

16 . http://www.kmboe.com/ index.php?option=com_ content&view=section&layout=blog&id=20&Itemid=22

. (2555). . 9 .

http://www.anamai.moph.go.th/ewt_news.php?nid=3602&filename=index . (2555). 130 6

. 9 . http://www.anamai.moph.go.th/ewt_news.php?nid=4064

115

114

. (2547). . 16 . http://www.tei.or.th/plibai/th_plibai45_1_3.htm

(Food Today Magazine Issue July 2010). (2553). . 16 . http://www.food

industrythailand.com/v17/index.php?option=com_content&view=article&id= 1700:food-safety-in-supply-chain&catid=65:food-marketing& Itemid=84

. (2542). . 9 . http://www2.swu.ac.th/royal/book5 /b5c6t1.html

. (2553). . : . 15 .

http://www.vcharkarn.com/varticle/40410 . (2555).

. 15 . http://kucon.lib.ku. ac.th/cgibin/KUCON.exe?rec_id=013004&database=KUCON& search_type=link&

table=mona&back_path=/KUCON/mona&lang=thai&format_name=TFMON# (2551). “ ” . 29 . http://soclaimon.wordpress.com/

2011/04/page/65/ _____. (2551). . 29 .

http://soclaimon.wordpress.com/2011/04/10/ / . (2555). . 29 .

http://www.thairath.co.th/column/pol/page1scoop/261870

. (2555). . 15 . http://www.thaihealth.or.th/healthcontent/news/27767

. (2549). “

.” .

. (2548). “ .”

. . (2546). “

.” .

116

114

. (2545). “ .”

.

. (2548). “ .”

.

. (2548). “ .” ( )

.

. (2552). “ .”

.

. (2549). “

. . 2549.”

. . (2552). “

.” .

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. (2551). “ . . 2551.” 17 . . (2544). “ .”

18 . . (2552). “ . ” 30 .

. (2554). “ 2554.” 30 .

. (2554). “ 2554.” 30 .

. (2554). “ .” . . .

. (2554). “

.” 1, 3 ( - 2554): 92.

118

114

. (2550). “ .”

6, 1 ( 2549- 2550): 70. . (2555). “

.” 6, 3 ( – 2555): 326.

. (2542). “ .” 7, 2 ( - 2542): 48-51.

. (2552). “ .” 3, 2 ( 2552): 32.

_____. (2552). “ .” 3, 4 ( 2552): 32.

. (2551). “ .” 11, 1 ( - 2551): 49-60.

. (2553). “ .” Global Acceptance :

, 9 .

1. (2555). “ .” (22 ): 14. . (2556). “ .” (6 ): 12.

. (2556). “ .” (30 ): 24. E-update. (2556). “ .” (6 ): 19.

119

120

121

122

1.

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( )

3.

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………….……

: (Questionnaire) 1 5

1 : 9 2 : 18 3 : 15 4 : 6

5 :

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123

1 :

:

1. 1. 2.

2. 1. 20 2. 20-30 3. 31-40

4. 41-50 5. 51

3. 1. 2. 3. / /

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3. / . 4.

5. 1. / 2. / /

3. / 4. /

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7. 8. ( )……………………..……………………

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7. / 1. 10,000 2. 10,000 - 30,000

3. 30,001 - 50,000 4. 50,001

8. ( )

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9. “ ”

1.

2. ( 1 )

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3. ( ) 4. ( ) 5. ( ) 6. / /

124

2 :

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1

2

3

4

5 /

6

7

8

9

10

11

12

13

14

15

16

17 2-3

18 (Freeze)

125

3 :

5 4 3 2 1

1.

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4.

5.

5 4 3 2 1

6.

7.

8.

9.

10. /

11.

5 4 3 2 1

12.

13.

14.

5 4 3 2 1

15.

126

4 :

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2. ( / )

1. 1-2 2. 3-4 3. 5-6 4.

3. ( )

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2. .................................

3. .................................

4. ( 1 )

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3. / 4.

5. ( / / ) 6. ( )……………………….......

5. ( 1 )

1. / 2. / /

3. 4. / /

5. / 6.

7. ( )……………………..………..…………………………

6.

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……………………………………………………………………………………………………………………………………………………………

……………………………………………………………………………………………………………………………………………………………

……………………………………………………………………………………………………………………………………………………………

……………………………………………………………………………………………………………………………………………………………

……………………………………………………………………………………………………………………………………………………………

“ ”

127

128

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129

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