Purpose: Organic rice forms the largest portion of the Thai organic food market. Because of its increasing popularity, marketers need to better understand consumer behaviour to address emerging concerns regarding product safety and quality and to tailor better marketing strategies relevant to the development of organic rice. As such, this study aims to examine consumers' purchase intention towards organic rice, using traceability information, and to investigate the direct and moderating roles of product traceability knowledge, using the theory of planned behaviour.Design/methodology/approach: Responses were collected from 243 organic rice consumers in a farmers' market in Chachoengsao Province, Thailand, following a convenience sampling approach. The gathered data were analysed using structural equation modelling to evaluate the strength of the relationship between the constructs.Findings: The findings reveal that subjective norms, health consciousness and product traceability knowledge have a significant positive influence on consumers’ intention to purchase organic rice. This study also establishes the moderating role of product traceability knowledge in perceived behavioural control and purchase intention, indicating that elaborated product information through traceability is essential for consumers who feel capable of buying the product. However, the direct effects of attitude and perceived behavioural control are insignificant, indicating the presence of external barriers to the purchase of organic rice, and that people may have a negative attitude towards the product. In addition, the cost perception result reveals that consumers consider price as an indicator of organic product quality, thereby increasing their desirability.Social implications: The findings of this study will help community enterprises in Thailand develop a more effective marketing strategy based on the identified motivators of organic rice purchase intention.Originality/value: This study develops a model that integrates important factors related to organic food consumption to generate a more comprehensive analysis of this mainstream research. To the best of the authors’ knowledge, this is also the first study to investigate the moderating role of product traceability knowledge to obtain a new and more focused understanding of how this factor influences purchase intention when applied explicitly to organic food. Finally, the findings provide theoretical contributions and implications for both the community enterprise and policymakers on developing strategies for organic rice marketing among community enterprises in Thailand.

The alternate wetting and drying (AWD) as water-saving technology aligns with the good agricultural practices (GAP) principles, particularly in the environmental management of water conservation. Thus, GAP adopters as farmer groups are seen as viable AWD adopters in the initial stages of scaling out the adoption in Thailand. However, the understanding of integrating AWD as water-saving management among GAP adopters remains scant. Using the case of rice GAP farmers in Thailand, the study found a higher probability of adoption intention among GAP compared to non-GAP. AWD perceived advantage, knowledge, and the suitability of rice farms for AWD adoption trials are positively associated with higher adoption intention. While higher fixed cost lowers the probability of adoption, variable cost is positively associated with higher adoption intention in the short-run production decision. In order to scale out the adoption of AWD, farmers’ understanding of the safe and proper application of AWD, together with assistance for crop insurance in the case of crop failure, will be crucial. Risks connected with the adoption decision continue to be the biggest barrier to adoption, especially among small-scale farmers.