Abstract

Thailand, one of the biggest producers of rice, promotes local rice varieties through local shops called OTOP (One Tambon, One Product). As packaging is an important determiner of purchase intention, the study aimed to analyze the factors affecting the purchase intention of rice packaging at a local community in Thailand. Two rice packages were used in this study. Cochran techniques were applied, and a total of 422 participants were selected through simple random sampling. Confirmatory Factor Analysis (CFA) was used to assess the measurement model’s suitability and quality in order to guarantee the study’s constructs’ reliability, discriminant validity, and convergent validity. Second, the study’s latent variables were tested using the Structural Equation Modeling (SEM) technique in order to identify any relationship and used to test the hypothesis. The data analysis of the old package showed that only size and material had an effect on the purchase intention (Size = 0.258, Material = 0.333), while other elements did not have any effect. However, the analysis of the new package showed that all the elements had a significant effect on the purchase intention. The study provided suggestions for the packaging of rice in the local communities in order to improve the local economy.