Predicting Chinese Consumers’ Intentions to Purchase Organic Food based on TPB Model

• 발행기관: 한국유통과학회
• 저자명: Li Yu Li Hao
• 간행물 정보: 『KODISA ICBE (International Conference on Business and Economics)』2017 International Conference on Business and Economics (ICBE 2017), 311~314쪽, 전체 4쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2017.07.06

영문 초록

The aim of the present study is to identify the factors influencing Chinese consumers’ intentions to purchase organic food based on Theory of Planned Behavior (TPB) model. An online questionnaire was distributed through Email to Chinese consumers living in major cities of China and abroad to collect the data. The TPB model is tested as having good fit to the data. The results obtained from the empirical study suggest that attitude, subjective norms and perceived behavioral control had a statistically significant and positive relationship with Chinese consumers’ intentions to purchase organic food. In this study, subjective norms can explain more variance than the other two predictors in predicting Chinese consumers’ purchasing intentions of organic food. This key finding provides essential managerial implications to the marketers in this industry. This study provides a theoretical framework for understanding Chinese consumers’ purchasing intention of organic food. It was found that consumers’ attitudes towards organic food, subjective norms, and perceived behavioral control have a positive association with purchasing intention. In present study, subjective norms can explain more variance than the other two predictors, therefore, it can be seen as the most important predictor in explaining Chinese consumers’ purchasing intentions of organic food.

목차

Abstract

1. Introduction

2. Literature Review

3. Research Methods

4. Results and Conclusions

References

키워드

Organic Food Theory of Planned Behavior Chinese Consumers Inentions to Purchase