THE ADOPTION OF GREEN INNOVATIONS BY AGRICULTURAL ENTREPRENEURS INFLUENCING CONSUMER DECISIONS TO CHOOSE ORGANIC AGRICULTURAL PRODUCTS IN LOEI PROVINCE

Abstract

This research article aims to 1) examine the level of factors related to the adoption of green innovations by agricultural entrepreneurs and consumer decision-making in selecting organic agricultural products in Loei Province, and 2) analyze specific factors influencing consumer decisions regarding organic agricultural products in Loei. The sample group includes consumers of organic agricultural products in Loei, selected through simple random sampling, with a sample size of no less than 100 people. The research tool used for data collection was a questionnaire that was validated for quality and reliability. The results showed that 1) the level of factors related to the adoption of green innovations by agricultural entrepreneurs and consumers' decisions to choose organic agricultural products in Loei Province was moderate, and 2) green innovation adoption in the agricultural sector significantly influenced consumers' decisions to choose organic agricultural products. The three main factors are the use of renewable energy in production, pest control without chemicals, and sustainable water management technology. These three factors explain 81.60% of the variance in consumer decision-making, highlighting the importance of green innovations in