DOI: 10.36344/ccijhss.2020.v06i10.001

Pages: 111-118

This article aimed to study the dimensions of influencing Chinese consumers’ purchase intentions towards Thailand’s organic rice based on marketing ethics. The original survey instrument comprised 25 statements and data were collected in the mainland of China inclding110 valid online responses were collected. Data analysis was using exploratory factor analysis, confirmatory factor analysis and structural equation modeling (SEM). The findings of the study revealed Chinese consumers’ purchase intentions toward Thailand’s organic rice are influenced by the marketing ethics factors of organic rice and ethnocentrism. Additionally, the two factors have direct or indirect impacted on pre-purchase evaluation and purchase intentions. Chinese Consumers' attitudes toward the purchase of Thailand’s organic food rice were influenced pre-purchase evaluation and pre-purchase evaluation also impacted on the purchase intention of existing and potential consumers.