Determinants of Consumer Behavioral Intention Toward Social Farm Food

Abstract

ABSTRACTThe study authors investigate consumer reactivity to social and health concerns, social farm food’s perceived quality, and whether these attitudes can be expected to influence their behavioral intention with regard to these products. Data were collect on a convenience sample (N = 361) via a questionnaire. Five hypotheses, concerning the relationships between social consciousness, health consciousness, social farm food perceived quality, and consumer behavioral intention, were tested via a structural equation model. The results indicate that both social consciousness and health consciousness have a positive impact on social farm food perceived quality. Consumer behavioral intention is directly influenced only by health consciousness but indirectly by both social and health consciousness, via the attribute of social farm food perceived quality. The findings depict a particular reactivity of potential consumers. The study provides a general outline of questions or studies that might be useful in the future.