AN INVESTIGATION ON THE FACTORS INFLUENCING ORGANIC FOOD PURCHASE INTENTION IN WUHAN

Geffroy Anne-Laure,Ju Lie,Wang Aimin

doi:10.23925/2179-3565.2019v10i3p88-95

Abstract

This paper aims to investigate the factors influencing the purchase intention of organic food in the mid-sized city of Wuhan (China). After reviewing relevant literature, the research method was developed based on five hypotheses and a handed survey online have been conducted with a total of 162 valid responses. The finding of this study revealed that purchase intention in Wuhan is influenced by similar factors as larger cities. Indeed, despite a lack of knowledge and trust, very few experiences with organic food products, high prices and lack of distribution channels, it does not stop consumers to intend purchasing organic food products.

Highlights

With a population over 1.3 billion people, China is the fourth largest country in the world by land size
4 Hypotheses Results and Discussion H1: Health and environmental awareness are the main driver and positively affect organic food purchase intention in Wuhan Five items have been included in Health and Environmental awareness concept, but item 2 (Health is important to my lifestyle) has been removed based on the Skewness and Kurtosis criteria
The results for this concept show that 69,8% of respondents are concerned about food safety and believe that organic food is better for their health (53,1%)

Summary

Introduction

With a population over 1.3 billion people, China is the fourth largest country in the world by land size. Associated with an increasing disposable income, the recurrent food scandals allow the organic industry to grow and expand in China, creating potential consumers emerging from mid and big-sized cities (Yin et al, 2010). This paper intends to review the factors influencing the purchase of organic food and to analyze them to the mid-sized city of Wuhan. With more than 10 million inhabitants, Wuhan is considered to have an excellent growth prospect city despite a slow adoption of trends, and lower income factor than bigger cities. Since related studies in China have been only led in big and major cities, it is essential to study the factors influencing Chinese consumer‘s purchase intention towards organic food in developing cities where the approach about culture and knowledge of organic products is less developed in order to reach a better understanding on a larger scale of population

Objectives

Methods

Results

Conclusion