Factors that Affect Consumers' Willingness to Buy Organic FoodUsing Teenagers as an Example

Abstract

With the rise of people's living standards and quality to pursue a healthier lifestyle, the purchase of organic food has gradually increased, thus becoming more and more common. Some people now care more about the quality of food rather than the price. Teenagers (between13-19) could be one of the majorities of needing to buy healthy food. So it is essential to know teenagers' attitudes toward organic food. Based on the planned behavior model, this paper studies three dimensions of behavior attitude, subjective norms, and perceptual behavior control, including three factors: consumers' love for organic food, subjective social norms for organic food, and consumers' perceived ability to control the behavior of purchasing organic food. This paper obtains valid data through questionnaires, then analyses the data and verifies that the hypothesis is valid. According to the study results, young consumers' willingness to buy organic food is influenced by their classmates and friends and spending power. Finally, some suggestions are given for the purchasing behavior of young people.he data were obtained through the questionnaire survey, quantified, tested the hypotheses, and made an analysis and suggestions, according to the study's findings, for young consumers' inclination to purchase organic food.