摘要：The aim of this research is to examine the relationship between both individual background and performance of collective actions in relation to the different forms of collective marketing. This research measured the two pioneering farmer groups who successfully carried out collective marketing. The percentages of collective marketing are similarly obtained by each group, but the rules for carrying out collective marketing differ. The individual background and performance of collective actions other than collective marketing among members should be considered to describe the different forms of collective marketing. A total of 120 members were interviewed from the two farmer groups that were chosen by stratified land cultivating area and random sampling. Performance of collective action was measured through the attitude toward selling chilies and the effort to find the seeds and labor sources. Next, all data were analyzed by multiple regression analysis. The result indicated that percentage of selling on collective marketing on Bugel is influenced by age and possibility on buying seed collectively through the group, off-farm job and plastic application. However, the difference result is appeared on Garongan farmer group, received remittance, conducted custom help labor and utilizing non-subsidized fertilizer are influences the percentage of selling chili on collective marketing. In Bugel’s farmer group, farmer with stable off-farm income who behave opportunistically in terms of collective marketing tend to hold the power and drive the group performance loosely organized. Garongan’s farmers respect the norms of collective action to achieve purposes that keeping the organization tightly and functioning smoothly.
