ความไววางใจและการรบรคณภาพทมตอความตงใจซอผกปลอดสารของผบรโภคในจงหวดลำปาง

The objective of this research was to study the basic data and perceived consumer behavior, and to study the Influences of trust and perceived quality on the purchasing intention of pesticide-free vegetables. The samples were 385 consumers in Lampang Province who intend to purchase organic vegetables. Data collection using a questionnaire. Statistical techniques used were frequency, percentage, mean, and Simple Linear Regression Analysis. From research findings, it was found that the level of opinion in the Trust dimension, quality perception dimension, and Purchase intention dimension of consumers of organic vegetables is at a high level in every dimension. In testing the hypothesis about the influence of Trust on quality perception, it was found that trust was able to predict the tendency of quality perception by 46.70%, while Trust influenced Purchase intention for organic vegetables. It was found that Trust was able to predict the trend of Purchase intention of organic vegetables at 38.60%, while the influence of quality perception on Purchase intention of organic vegetables was found to be 60.80% at the statistical significance level of 0.01. Suggestions from the study are that manufacturers should build Trust in organic vegetable products by supporting the creation and use of certified standards that are verifiable, and such perceptions can reflect the true value and appropriate value of each type of vegetable.