PurposeOrganic 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/approachResponses 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.FindingsThe 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 implicationsThe 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/valueThis 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.

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PurposeThe purpose of this paper is to examine the effect of social capital with bonding and bridging distinction in promoting higher participation in collective action in participatory irrigation management.Design/methodology/approachA sample of 304 farmers was surveyed using a structured questionnaire. A focus group discussion was also carried out with randomly selected water users, leaders and irrigation officers. A confirmatory factor analysis and structural equation modelling were used to test the hypothesised relationship of bonding and bridging social capital towards collective action.FindingsThe findings show that social capital has a significant direct effect on collective action and an indirect effect on joint irrigation management's perceived performance through collective action (mediator). It implies the need to complement the participatory irrigation management programme with an understanding of the social aspects for a higher farmer's participation over the shared resource.Originality/valueThe paper emphasises social capital's role in facilitating a real participatory engagement in shared resource management. Also, it is the first scholarly work linking social capital with bonding and bridging distinction towards collective action in a joint resource management context.

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