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โครงการหนังสืออิเล็กทรอนิกส์ด้านการเกษตร เฉลิมพระเกียรติพระบาทสมเด็จพระเจ้าอยู่หัว

if the standard certification mark is specified will also give consumers the opportunity to

decide to buy and are willing to pay more for the high quality and safe rice consumption

which also determined that demand for safe rice is also great

Therefore, the implementation of policies on quality and standards of Thai rice

production is possible. The government should promote the production of rice in accordance

with standardized production systems or more secure production. Entrepreneurs, both

producers and distributors of rice, can bring opinions, factors affecting consumers' buying

decisions and the value of quality and safety from this study as a guideline for planning

production and marketing. If all parties cooperate well would benefit the producers and

consumers as well as being able to reduce the long-term environmental impact which will
cause the development of sustainable agricultural production, promote the development of

Thai rice and the image of Thai rice to be excellent leading to an international competitive

advantage

Keywords: Sensory perception, Consumer behavior, Fragrant rice, Willingness to pay, Choice
experiment