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The Influence of Product and Price of Broiler Feed with Hemp on Purchase Intention through Trust in the Product: A Comparison between CBD and By-product from Leaves and Leaf Stalks |
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| รหัสดีโอไอ | |
| Creator | Chitawanphat Weerasai |
| Title | The Influence of Product and Price of Broiler Feed with Hemp on Purchase Intention through Trust in the Product: A Comparison between CBD and By-product from Leaves and Leaf Stalks |
| Contributor | Jatuporn Kajaysri |
| Publisher | Business Administration Kasetsart University |
| Publication Year | 2567 |
| Journal Title | Kasetsart Applied Business Journal |
| Journal Vol. | 18 |
| Journal No. | 28 |
| Page no. | 1-23 |
| Keyword | Broiler Feed with Hemp, Price, Product, Purchase Intention, Trust in the Product |
| URL Website | https://so04.tci-thaijo.org/index.php/KAB |
| Website title | https://so04.tci-thaijo.org/index.php/KAB |
| ISSN | E-ISSN: 2985-2277 |
| Abstract | This study's main objectives aim to investigate the influence of the product and price of broiler feed with hemp on purchase intention through trust in the product: a comparison between CBD and by-products from leaves and leaf stalks. A sample was collected from 228 people who were involved with raising and/or broiler feed as farmers, veterinarians, and animal husbandry professionals. A questionnaire was employed as a tool to collect data. Hypotheses were tested using Partial Least Squares-Structural Equation Modeling (PLS-SEM) employing SmartPLS.The results revealed that the product of broiler feed with hemp has a significantly positive indirect influence on purchase intention through trust in the product, both CBD and by-products from leaves and leaf stalks. Moreover, the price of broiler feed with hemp also has a significantly positive indirect influence on purchase intention through trust in the product, both CBD and by-products from leaves and leaf stalks. |
