Factors Affecting People’s Trustworthiness in Herbal Products in Sukhothai Province

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Piyatas Jaiyen
Yutthana Yeabkai


Thailand has been supporting the production of herbs to ensure their quality, efficacy, and safety, to add the value to herbal products, to promote trustworthiness in its usage, and to consistently and systematically enhance the competitive advantage of Thai herbs. This research aimed to identify factors affecting the trustworthiness in herbal products of the people in Sukhothai province. The study involved a sample of 405 people selected using the multi-stage sampling technique in the province. Data were collected using a questionnaire and then analyzed with descriptive statistics and stepwise multiple regression analysis. The results showed that the people’s knowledge and trustworthiness in herbal products were at a high level, while the attitudes towards herbal products, customer satisfaction with such products, and marketing mix were at a moderate level. The factor affecting the people’s trustworthiness in herbal products the most was marketing mix (β = 0.506), followed by customer satisfaction with herbal products (β = 0.282), and attitudes towards herbal products (β  = 0.173). These variables could 59.1% collectively predict the people’s trustworthiness in herbal products (p = 0.05).  Therefore, relevant agencies should support potential entrepreneurs to develop an their marketing mix and public relations activities on a continual basis, thereby creating positive attitudes towards herbal products, promoting herbal usage, and raising customer satisfaction.


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