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Identifying the key purchase factors for organic food among Chinese consumers

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  • Shimiao Li

    (School of Business and Economics, Putra University, UPM)

  • Nor Siah Jaharuddin

    (School of Business and Economics, Putra University, UPM)

Abstract

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 theory. Specifically, 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 decision. Moreover, 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 food. The current study leverages the purposive sampling method and captures 310 records within Beijing, China. The 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 culture. Furthermore, purchase intention can significantly mediate relationships between each of purchase attitude, perceived behavior control, food therapy culture, and purchase decision. Finally, we discuss the theoretical and practical significance of the framework, and propose subsequent research directions regarding organic food purchase behavior.

Suggested Citation

  • Shimiao Li & Nor Siah Jaharuddin, 2020. "Identifying the key purchase factors for organic food among Chinese consumers," Frontiers of Business Research in China, Springer, vol. 14(1), pages 1-23, December.
    • Handle: RePEc:spr:fobric:v:14:y:2020:i:1:d:10.1186_s11782-020-00093-3
    DOI: 10.1186/s11782-020-00093-3
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    2. Alvino, Letizia & Dangelico, Rosa Maria, 2022. "Investigating the antecedents of consumer behavioral intention for sustainable fashion products: Evidence from a large survey of Italian consumers," Other publications TiSEM ed6b6a75-2a9f-4b6e-8076-9, Tilburg University, School of Economics and Management.
    3. Harmandeep Kaur & Navdeep Kaur, 2023. "Intention to Purchase Organic Food Among Indian Consumers: Application of Theory of Planned Behaviour," Metamorphosis: A Journal of Management Research, , vol. 22(2), pages 95-108, December.
    4. Suk Min Pang & Booi Chen Tan & Teck Chai Lau, 2021. "Antecedents of Consumers’ Purchase Intention towards Organic Food: Integration of Theory of Planned Behavior and Protection Motivation Theory," Sustainability, MDPI, vol. 13(9), pages 1-18, May.
    5. Vítor João Pereira Domingues Martinho, 2021. "Food and Consumer Attitude(s): An Overview of the Most Relevant Documents," Agriculture, MDPI, vol. 11(12), pages 1-19, November.

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