Authors : Somchith Sompaseuth; Moukthida Seesothone; Manivone Insomphou; Noyphouvanh Syaphay; Keoladda Lianepaseuth; Anousone Phonesavanh; Souksakhone Sichantha; Bounvilai Sichanthala

Volume/Issue : Volume 11 - 2026, Issue 8 - August

Google Scholar : https://tinyurl.com/c4tavh4z

Scribd : https://tinyurl.com/wszmb48m

DOI : https://doi.org/10.38124/ijisrt/26aug488

Note : A published paper may take 4-5 working days from the publication date to appear in PlumX Metrics, Semantic Scholar, and ResearchGate.

Abstract : Grounded in the Theory of Planned Behavior, perceived-value theory, and marketing-mix theory, this study examined consumer willingness to purchase One District One Product (ODOP) goods among students of the National University of Laos, addressing a gap in the largely Thailand- and China-centered literature on willingness to purchase locally distinctive products. The study pursued two objectives: to assess students' level of opinion toward ODOP products across seven dimensions and to assess their level of willingness to purchase these products. A quantitative, cross-sectional survey design was employed with a population of 4,551 students from three faculties—Economics and Business Management, Architecture, and Environmental Sciences—and a sample of 368 respondents determined using Yamane's (1967) formula and selected through convenience sampling.

Keywords : One District One Product (ODOP); Purchase Willingness; Consumer Perception; University Students; Lao PDR.

References :

1. Ahmed, R. R., Streimikiene, D., Qadir, H., & Streimikis, J. (2023). Effect of green marketing mix, green customer value, and attitude on green purchase intention: Evidence from the USA. Environmental Science and Pollution Research, 30(5), 11473–11495. https://doi.org/10.1007/s11356-022-22944-7
2. Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. In J. Kuhl & J. Beckmann (Eds.), Action control: From cognition to behavior. Springer.
3. Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
4. Ajzen, I. (2002). Perceived behavioral control, self-efficacy, locus of control, and the theory of planned behavior. Journal of Applied Social Psychology, 32(4), 665–683.
5. Ajzen, I. (2012). The theory of planned behavior. In P. A. M. Van Lange, A. W. Kruglanski, & E. T. Higgins (Eds.), Handbook of theories of social psychology (Vol. 1). Sage Publications.
6. Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Prentice-Hall.
7. Bearden, W. O., Netemeyer, R. G., & Teel, J. E. (1989). Measurement of consumer susceptibility to interpersonal influence. Journal of Consumer Research, 15(4), 473–481. https://doi.org/10.1086/209186
8. Bennett, P. D. (Ed.). (1995). Dictionary of marketing terms (2nd ed.). NTC Business Books.
9. Borden, N. H. (1964). The concept of the marketing mix. Journal of Advertising Research, 4(2), 2–7.
10. Campbell, M. C. (1999). Perceptions of price unfairness: Antecedents and consequences. Journal of Marketing Research, 36(2), 187–199.
11. Chen, Y. S., & Chang, C. H. (2012). Enhance green purchase intentions: The roles of green perceived value, green perceived risk, and green trust. Marketing Intelligence & Planning, 30(5), 502–520.
12. Chen, Z. (2025). The influence of marketing mix (4Ps) and brand image on consumers' purchase intention: A case study of Hailan House in Xuhui District, Shanghai. Siam University E-Research.
13. Conner, M., Warren, R., Close, S., & Sparks, P. (1999). Alcohol consumption and the theory of planned behavior: An examination of the cognitive mediation of past behavior. Journal of Applied Social Psychology, 29(8), 1676–1704.
14. Crosno, J. L., Freling, T. H., & Skinner, S. J. (2009). Does brand social power mean market might? Exploring the influence of brand social power on brand evaluations. Psychology & Marketing, 26(2), 91–121.
15. Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of Marketing Research, 28(3), 307–319.
16. Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Addison-Wesley.
17. Garvin, D. A. (1987). Competing on the eight dimensions of quality. Harvard Business Review, 65(6), 101–109.
18. Howard, J. A. (1994). Buyer behavior in marketing strategy (2nd ed.). Prentice Hall.
19. Japan International Cooperation Agency. (n.d.). OVOP (One Village, One Product movement) expanding over the world—Aiming for community revitalization. https://www.jica.go.jp/english/our_work/types_of_assistance/tech/projects/activities/activities_36.html
20. Khunkom, S. (2020). Attitude, trust, social influence, perceived behavioral control, brand positioning, and price affecting consumers' willingness to purchase local organic products in the Bangkok area [Independent study, Bangkok University].
21. Kim, C., Galliers, R. D., Shin, N., Han, J., & Kim, J. (2012). Factors influencing Internet shopping value and customer repurchase intention. Electronic Commerce Research and Applications, 11(4), 374–387.
22. Kim, J., & Pysarchik, D. T. (2000). Predicting purchase intentions for uni-national and bi-national products. International Journal of Retail & Distribution Management, 28(6), 280–291.
23. Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson.
24. Li, H., Xaysy, A., & Kaiyavong, S. (2025). Factors affecting willingness to purchase green products among consumers in Liuzhou, Guangxi, China [in Thai]. Setthakit Paritat [Economic Review], 5(2), 996–1012. https://so12.tci-thaijo.org/index.php/stw/article/view/2200
25. McCarthy, E. J. (1960). Basic marketing: A managerial approach. Richard D. Irwin.
26. McCarthy, E. J., & Perreault, W. D. (1993). Basic marketing: A global-managerial approach (11th ed.). Irwin.
27. Ministry of Industry and Commerce of the Lao PDR. (2017). Decision on national One District One Product (ODOP) goods [in Lao]. http://www.moic.gov.la
28. Monroe, K. B. (1990). Pricing: Making profitable decisions (2nd ed.). McGraw-Hill.
29. Phothimat, P., & Ngamsak, T. (2022). Attitude toward behavior, social influence, and perceived behavioral control affecting consumers' willingness to purchase dietary supplement products in Khon Kaen Municipality [in Thai] [Thesis, Khon Kaen University].
30. Porral, C. C., & Lang, M. F. (2014). Private labels: The role of manufacturer identification, brand loyalty and image on purchase intention. British Food Journal, 116(11), 1837–1853.
31. Rakuša, N., & Milfelner, B. (2025). Cultural moderators of green product purchase intention: An examination through the lens of the theory of planned behavior. SAGE Open, 15(3), 1–20.
32. Siriworaphan, S., et al. (2024). Factors affecting willingness to purchase environmentally friendly products among consumers in Chonburi Province [in Thai]. Journal of Integrated Social Sciences, Mahidol University.
33. Songsinsa-at, C. (2023). Influence of planned behavior and moral norms on reusable-product reuse behavior among consumers in Chonburi Province [in Thai] [Thesis, Burapha University].
34. Tariq, M. I., Nawaz, M. R., & Butt, H. A. (2013). Customer perceptions about branding and purchase intention: A study of FMCG in an emerging market. Journal of Basic and Applied Scientific Research, 3(2), 340–347.
35. 2AL. (2018). Documentary: Lao National One District One Product in 2018 [Video]. YouTube. https://youtu.be/bhEccCQwaw0
36. Wang, J., Zhang, D., Yu, X., & Hu, Y. (2018). The theory of planned behavior as a model for understanding tourists' behavioral intentions. Tourism Management Perspectives, 27, 40–46.
37. Yamane, T. (1967). Statistics: An introductory analysis (2nd ed.). Harper & Row.
38. Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22.
39. Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1990). Delivering quality service: Balancing customer perceptions and expectations. Free Press.