ทัศนคติของเจ้าของร้านอาหารในตลาดร่มสัก มหาวิทยาลัยเชียงใหม่ ต่อการเลือกใช้ผักและผลไม้ปลอดภัย

Abstract

This research aimed to study behaviour of vegetables and fruits purchased and attitudes of restaurant owners at Rom Sak market, Chiang mai University toward using safe vegetables and fruits to use this study as guidelines to change using safe vegetables and fruits. The questionnaire was used as tool for collecting data from 21 samples who only used fresh vegetables and fruits in their menu. The result was analyzed with descriptive statistics: frequency and percentage. The result show that the majority of respondents was female, age between 51 – 60 years old and open restaurant at Rom Sak market more than 10 years. The restaurant owners purchase the most fruiting vegetables group and assorted tropical and sub tropical fruits: indedible peel group. And most purchased from Mueang Mai market. The restaurant owners most known GAP and Organic and used both as ingredients in their menu before. The study of marketing mix factors of the restaurant owners revealed that the restaurant owners had opinions in place factor and product factor at high level and had opinions in price factor and promotion factor at normal level. Attitudes of restaurant owners toward using safe vegetables and fruits in health benefits revealed that most of restaurant owners that known GAP and Organic thought that safe vegetables and fruits was different from normal vegetables and fruits and effect on health. Crops that grow without controling on using chemical residues was highly can cause seriously ill and effect on health. Whereas the restaurant owners that disagree were untrustworthy on safe vegetables and fruits. And the study on attitudes in price revealed that most of restaurant owners thought that the price of safe vegetables and fruits is high based on complicated of crop production. If chang all of ingredients to use safe vegetables and fruits for their menu, the cost would be high. From opinions of restaurant owners show that 52.38 percentage is acceptable of changing to use safe vegetables and fruits as ingredients if they can increase the price and division that look after Rom Sak Market should prepare farmer that produce safe vegetables and fruits for restaurants. Whereas 28.57 percentage of restaurant owners acceptable of changing to use safe vegetables and fruits as ingredients without conditions because they only use a few of vegetables and fruits as ingredients. And 19.05 percentage of restaurant owners were unacceptable of changing to use safe vegetables and fruits as ingredients because it rarely to find ingerdients that their use in safe vegetables and fruits standard.