Perceptions and understanding of the concept of farm-to-table among Thai consumers in Bangkok

Farm-to-table is a relatively new concept in Thailand and is becoming popular, especially amongst the younger generation, as a healthier and more sustainable alternative. The focus of the study explores farm-to-table concept stores and restaurants around Bangkok to see what aspects of user behavior were mentioned in both positive and negative reviews using digital ethnography. The broader penetration of the internet and social media helps to spread the concept as the sustainable development paradigm comes to govern all aspects of the development of the future generation. This research examines internet searches to determine how Thai consumers perceive and comprehend the notion of sustainable consumption and the farm-to-table movement in Bangkok using search engines and social media. Unfortunately, several limitations, such as the awareness of the concept and the language barrier, lead to relatively insignificant data for deeper analysis. The study, however, has revealed a positive trend, as social media helps promote the benefits for the environment and human well-being.