IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v13y2021i2p910-d482072.html
   My bibliography  Save this article

Cognition, Value Perception and Purchase Intention of Organic Food—Evidence from China’s Organic Milk Market

Author

Listed:
  • Xiaohui Yuan

    (College of Economics and Management, Southwest University, Chongqing 400715, China
    College of Agronomy and Biotechnology, Southwest University, Chongqing 400715, China)

  • Yacheng Xiao

    (College of Economics and Management, Southwest University, Chongqing 400715, China)

Abstract

Organic agriculture is of great significance to human health and the ecosystem, and the consumption of organic food is considered a kind of pro-environment behavior of urban residents. Taking value perception, food safety awareness and environmental awareness as mediating variables, an analytical framework of the influence of “organic” cognition on purchase intention was constructed in this paper, and the empirical test was implemented by the Ologit model based on the micro-survey of organic milk purchase intention of 1113 urban consumers in China. The results show that cognitive level positively affects residents’ value perception and purchase intention of organic food, and value perception plays an intermediary role in the influence of cognition on purchase intention; meanwhile, consumers’ food safety awareness and environmental awareness play a moderating role between cognition and value perception, thus the mediating effect of value perception on the relationship between cognition and purchase intention is also regulated. Therefore, using diversified ways to publicize organic food knowledge is of positive significance to enhance consumers’ “organic” cognitive level and enhance their purchase intention in practice. Providing differentiated products and services, strengthening consumers’ benign social interaction and meeting their diversified value pursuit is crucial for suppliers. Meanwhile, the government and enterprises need to strengthen the popularization and dissemination of environmental protection and food safety knowledge to enhance consumers’ environmental and food safety awareness, improving the social environment of the cultivation of the organic food market.

Suggested Citation

  • Xiaohui Yuan & Yacheng Xiao, 2021. "Cognition, Value Perception and Purchase Intention of Organic Food—Evidence from China’s Organic Milk Market," Sustainability, MDPI, vol. 13(2), pages 1-15, January.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:2:p:910-:d:482072
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/13/2/910/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/13/2/910/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Shiksha Kushwah & Amandeep Dhir & Mahim Sagar & Bhumika Gupta, 2019. "Determinants of organic food consumption. A systematic literature review on motives and barriers," Post-Print hal-02559373, HAL.
    2. Moser, Andrea K., 2016. "Consumers' purchasing decisions regarding environmentally friendly products: An empirical analysis of German consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 31(C), pages 389-397.
    3. Bauer, Hans H. & Heinrich, Daniel & Schäfer, Daniela B., 2013. "The effects of organic labels on global, local, and private brands," Journal of Business Research, Elsevier, vol. 66(8), pages 1035-1043.
    4. Sheth, Jagdish N. & Newman, Bruce I. & Gross, Barbara L., 1991. "Why we buy what we buy: A theory of consumption values," Journal of Business Research, Elsevier, vol. 22(2), pages 159-170, March.
    5. Christopher Gan & ZhiYou Chang & Minh Chau Tran & David A. Cohen, 2016. "Consumer Attitudes toward the Purchase of Organic Products in China," International Journal of Business and Economics, School of Management Development, Feng Chia University, Taichung, Taiwan, vol. 15(2), pages 117-144, December.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Rodolfo Bernabéu & Margarita Brugarolas & Laura Martínez-Carrasco & Roberto Nieto-Villegas & Adrián Rabadán, 2023. "The Price of Organic Foods as a Limiting Factor of the European Green Deal: The Case of Tomatoes in Spain," Sustainability, MDPI, vol. 15(4), pages 1-15, February.
    2. Suhaiza Zailani & Mohammad Iranmanesh & Sunghyup Sean Hyun & Mohd Helmi Ali, 2019. "Applying the Theory of Consumption Values to Explain Drivers’ Willingness to Pay for Biofuels," Sustainability, MDPI, vol. 11(3), pages 1-13, January.
    3. Ahsan Akbar & Saqib Ali & Muhammad Azeem Ahmad & Minhas Akbar & Muhammad Danish, 2019. "Understanding the Antecedents of Organic Food Consumption in Pakistan: Moderating Role of Food Neophobia," IJERPH, MDPI, vol. 16(20), pages 1-20, October.
    4. Mark Anthony Camilleri & Livio Cricelli & Roberto Mauriello & Serena Strazzullo, 2023. "Consumer Perceptions of Sustainable Products: A Systematic Literature Review," Sustainability, MDPI, vol. 15(11), pages 1-18, June.
    5. Manuela Vega-Zamora & Manuel Parras-Rosa & Francisco José Torres-Ruiz, 2020. "You Are What You Eat: The Relationship between Values and Organic Food Consumption," Sustainability, MDPI, vol. 12(9), pages 1-13, May.
    6. Sadiq, Muhammad Ahsan & Rajeswari, Balasundaram & Ansari, Lubna & Danish Kirmani, Mohd, 2021. "The role of food eating values and exploratory behaviour traits in predicting intention to consume organic foods: An extended planned behaviour approach," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    7. Veronica Marozzo & Alessandra Costa & Tindara Abbate, 2024. "The relationship between the perceived product sustainability of organic food and willingness to buy: a parallel mediation effect of product traceability and consumers’ environmental concerns," Italian Journal of Marketing, Springer, vol. 2024(4), pages 375-393, December.
    8. Haroon Qasim & Liang Yan & Rui Guo & Amer Saeed & Badar Nadeem Ashraf, 2019. "The Defining Role of Environmental Self-Identity among Consumption Values and Behavioral Intention to Consume Organic Food," IJERPH, MDPI, vol. 16(7), pages 1-22, March.
    9. Vibhava Srivastava & Amit Kumar Gupta, 2023. "Price sensitivity, government green interventions, and green product availability triggers intention toward buying green products," Business Strategy and the Environment, Wiley Blackwell, vol. 32(1), pages 802-819, January.
    10. Hamieda Parker & Waheed Akbar Bhatti & Agnieszka Chwialkowska & Thiam Marais, 2023. "Factors influencing green purchases: An emerging market perspective," Sustainable Development, John Wiley & Sons, Ltd., vol. 31(2), pages 865-876, April.
    11. Liu, Hongfei & Meng-Lewis, Yue & Ibrahim, Fahad & Zhu, Xia, 2021. "Superfoods, super healthy: Myth or reality? Examining consumers’ repurchase and WOM intention regarding superfoods: A theory of consumption values perspective," Journal of Business Research, Elsevier, vol. 137(C), pages 69-88.
    12. Ghazali, Ezlika & Soon, Pat Chen & Mutum, Dilip S. & Nguyen, Bang, 2017. "Health and cosmetics: Investigating consumers’ values for buying organic personal care products," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 154-163.
    13. Moshood, Taofeeq D. & Nawanir, Gusman & Mahmud, Fatimah & Mohamad, Fazeeda & Ahmad, Mohd Hanafiah & AbdulGhani, Airin, 2022. "Why do consumers purchase biodegradable plastic? The impact of hedonics and environmental motivations on switching intention from synthetic to biodegradable plastic among the young consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    14. D'Souza, Clare, 2022. "Game meats: Consumption values, theory of planned behaviour, and the moderating role of food neophobia/neophiliac behaviour," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    15. Saarijärvi, Hannu & Mitronen, Lasse & Yrjölä, Mika, 2014. "From selling to supporting – Leveraging mobile services in the context of food retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 21(1), pages 26-36.
    16. Pengji Wang & Adrian T. H. Kuah & Qinye Lu & Caroline Wong & K. Thirumaran & Emmanuel Adegbite & Wesley Kendall, 2021. "The impact of value perceptions on purchase intention of sustainable luxury brands in China and the UK," Journal of Brand Management, Palgrave Macmillan, vol. 28(3), pages 325-346, May.
    17. Terason Sid, 2021. "Predicting Sports Facility Revisit Intentions Based on Experience and Mediating Effects of Perceived Value," Polish Journal of Sport and Tourism, Sciendo, vol. 28(3), pages 35-41, September.
    18. Debora Bettiga & Lucio Lamberti & Emanuele Lettieri, 2020. "Individuals’ adoption of smart technologies for preventive health care: a structural equation modeling approach," Health Care Management Science, Springer, vol. 23(2), pages 203-214, June.
    19. Magdalena Maciaszczyk & Artur Kwasek & Maria Kocot & Damian Kocot, 2022. "Determinants of Purchase Behavior of Young E-Consumers of Eco-Friendly Products to Further Sustainable Consumption Based on Evidence from Poland," Sustainability, MDPI, vol. 14(4), pages 1-16, February.
    20. Morais, Ana Catarina & Ishida, Akira & Matsuda, Ruriko, 2024. "Ethical food consumption drivers in Japan. A S–O-R framework application using PLS-SEM with a MGA assessment based on clustering," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:13:y:2021:i:2:p:910-:d:482072. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.