FACTORS AFFECTING FARMER’S DECISION TO GROW COAL REGION DURIAN IN KHIAN SA DISTRICT, SURAT THANI PROVINCE

Abstract

This research aims to study factors affecting decision-making and approaches to changing perspectives on growing coal region durian. This is a quantitative research study. The sample consisted of 110 durian farmers registered with the Khian Sa District Agricultural Office in Surat Thani Province, calculated using the G*Power program with purposive sampling. Research instruments included questionnaires for data collection. Statistics used for research and data analysis were percentage, mean, standard deviation, one-way ANOVA, and multiple regression. Research results found that factors affecting decision-making were divided into 2 parts: 1) General information: most were male, aged 41 - 50 years, with 1 - 2 years of durian farming experience, using personal funds and land, growing on flat loamy soil not exceeding 10 rai, using sprinkler irrigation systems, and having GAP certification; and 2) Decision-making factors: three factors-location, marketing promotion, and price-had a positive influence on the strengths and weaknesses of coal region durian cultivation decisions, accounting for 78.10% (R² = 0.781), and marketing promotion, location, and price factors positively influenced the obstacles and limitations in deciding to grow coal region durian, accounting for 72.50% (R² = 0.725), with statistical significance at the 0.01 level; and 3) Approaches to changing farmers' perspectives that affect decisions to grow coal region durian consisted of 6 aspects: 1) Production, 2) Marketing, 3) Group formation and management, 4) Knowledge transfer and business succession, 5) Support from government and related agencies, and 6) Sustainability.