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Identifying the key purchase factors for organic food among Chinese consumers

Frontiers of Business Research in China 2020年第4期14卷 475-497页

作者： Shimiao Li Nor Siah Jaharuddin Department of Management and Marketing School of Business and EconomicsPutra UniversityUPMSerdang43400 Seri KembanganSelangor Darul EhsanMalaysia

The current study primarily aims to identify the critical purchase factors that affect Chinese consumer purchase intention and purchase decision with regard to organic food consumption,in accordance with a modified theory of planned behavior and the alphabet ***,this study builds a conceptual research framework by which to delve into the relationships between purchase factors and purchase intention,and elucidate the mediating roles of purchase factors in the relationships between purchase intention and purchase ***,by leveraging a modified theory of planned behavior and the alphabet theory,the current study also determines the critical roles of subjective norms and reveals the information and knowledge that impact consumer attitude toward the purchase of organic *** current study leverages the purposive sampling method and captures 310 records within Beijing,*** results indicate that purchase attitude correlates positively with subjective norms and knowledge,while purchase intention correlates positively with purchase attitude,perceived behavior control,and food therapy ***,purchase intention can significantly mediate relationships between each of purchase attitude,perceived behavior control,food therapy culture,and purchase ***,we discuss the theoretical and practical significance of the framework,and propose subsequent research directions regarding organic food purchase behavior.

关键词： Purchase behavior Subjective norms Knowledge Purchase attitude perceived behavioral control Food therapy culture Organic food China

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