Similarities and differences between the findings of this study and that of previous researches have been discussed in this chapter. Based on the findings of this research, a consumer of organic food in Thailand can be identified as one who has low income, values the health benefits and taste of food, does not seek much information about organic food and has positive attitudes towards the purchasing of organic food. This is in sharp contrast to the findings of previous researches that have shown the average organic food consumer is one who has higher household income, strives to be unique, values hedonic aspects of food, demands more information about organic food and has positive attitudes towards the purchasing of organic food. Differences in the findings clearly indicate that a universal marketing strategy will not be effective for organic food consumers in Thailand. Marketers should instead develop a detailed understanding about these country-specific factors that impact the purchase intention of Thai consumers in the context of organic food and then plan a proper marketing campaign for them.