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

Main Article Content

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.


Download data is not yet available.

Article Details

Original Articles


Center for International Trade Studies. Final report a project of the development of policy and strategy and medicinal herbs database under the project of implementation on increasing the potential for marketing herbs and herbal products to achieve the international standard. Bangkok: Trade Policy and Strategy Office; 2018. 371 p. (in Thai)

Department of Thai Traditional and Alternative Medicine, Ministry of Public Health. The national master plan on Thai herbal development 2017-2021. 2nd ed., Nonthaburi: TS Interprint; 2016. 216 p. (in Thai)

The National Strategic Plan B.E. 2561-2580 (2018-2037). Published in Government Gazette, Vols. 135, Part 82A. (2018 Oct 13). (in Thai)

Strategy and Planning Division. The National Strategic Plan for 20 years (Public Health). Nontaburi: Office of the Permanent Secretary Ministry of Public Health; 2016. 75 p.(in Thai)

Herb Products Act B.E. 2562 (2019). Published in Government Gazette, Vols. 136, Part 56A. (2019 April 30). (in Thai)

Ritthiruksa S, Chantraket R, Kittavee S, Sornrung W, Sungsakda M. Policy for promoting herbal medicine use at health-care facilities under the ministry of public health. Journal of Thai Traditional and Alternative Medicine. 2018;16(1):145-57. (in Thai)

NIDA Poll The Opinion Poll Center. Recognition survey report and confidence in herbal products consumer Thai medical services 2018. Bangkok: Nida Poll The Opinion Poll Center; 2018. 232 p. (in Thai)

Department of National Parks Wildlife and Plant Conservation. Ram Kamhaeng National Park. Sukhothai Province [Internet]. 2005. [cited 2019 July 18]; Available from: ้http://www.dnp.go.th/nprd/project/ramkhamhaeng.php. (in Thai)

Sukhothai Provincial Public Health Office. Action : Sukhothai healthy city on the Thai way. Bureau of Information Office Of The Permanent Secretary Of MOPH [Internet]. 2019 March 18. [cited 2019 July 22]; Available from: https://pr.moph.go.th/?url=pr/detail/all/03/124468. (in Thai)

Official Statistics Registration Systems. Population and housing statistics annual report 2018. The Bureau of Registration Administration, Department Of Provincial Administration [Internet]. 2018. [cited 2019 July 22]; Available from: http://stat.bora.dopa.go.th/stat/statnew/statTDD/views/showDistrictData.php?rcode=64&statType=1&year=61. (in Thai)

Vanichbuncha K, Vanichbuncha T. Using SPSS for windows for data analysis. 27th ed. Bangkok: Samlada; 2015. 560 p. (in Thai)

Bloom B. Taxonomy of education objective. New York: David Mckay; 1975.

Suksai W, Thonglo S, Khummeeseenon D. Preliminary survey of factors affecting the decision to purchase herbal products via social media among teenagers and adolescents in Sai Noi District, Nonthaburi Province. Journal of Thai Traditional and Alternative Medicine. 2018;16(3):449-62. (in Thai)

Sub-in T, The factors affecting for buying behavior Abhaibhubate herbal products of consumer in Prachinburi (Master’s Thesis). Marketing, Faculty of Business Administration: Pathumthani: Rajamangala University of Technology Thanyaburi; 2011. 303 p. (in Thai)

Dangdaje P. Influential factors on purchase decisions concerning muscle pain relief herbal products of consumers in Bangkok (Master’s Thesis). Business Administration, Graduate School. Bangkok: Bangkok University; 2016. 86 p. (in Thai)

Muangling S. Factors affecting consumer confidence in mobile banking in the Bangkok (Master’s Thesis). Business Administration, Faculty of Commerce and Accountancy. Pathumthani: Thammasat University; 2015. 60 p. (in Thai)

Kotler P, Amstrong G. Marketing an introduction. New Jersey: Prentice Hall; 1993. 632 p.

Seangsawat M. The confidence and loyalty that influence the decision to access the department services. A case study of the department stores in Bangkok (Master’s Thesis). Business Administration, Graduate School. Bangkok: Bangkok University; 2013. 60 p. (in Thai)

Lakhanapipat C. A study of variables related to the intention of using herbal product (Master’s Thesis). Business Education, Graduate School. Bangkok: Srinakharinwirot University; 2000. 155 p. (in Thai)

Noppakao S, Tejativaddhana P, Suphunnakul P, Meakrungrungwong S. Factors predicting self-care behavior in relation to Thai traditional medicine, and alternative medicine among village health volunteers in Phitsanulok Province. Journal of health science research. 2017;11(2):1-10. (in Thai)

Schermerhorn JR. Organization behavior. 7th ed. New York: Wiky; 2000. 648 p.