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.
Highlights
Within the global food market, sales of organic food have seen dramatic overall growth: In 2016, for example, worldwide sales of organic food grew by approximately 10%, to USD89.7 billion
To delve into Chinese consumer intention to purchase organic food, we critically introduce the concept of food therapy culture, which is deeply rooted in Chinese culture
Our study results clearly demonstrate that consumer attitude toward the purchase of organic food tends to be highly motivated by subjective norms and knowledge; they emphasize that knowledge critically impacts consumer purchase attitude
Summary
Within the global food market, sales of organic food have seen dramatic overall growth: In 2016, for example, worldwide sales of organic food grew by approximately 10%, to USD89.7 billion. This study leverages two theories—namely, a modified TPB and the alphabet theory—and it further explores the role of subjective norms in influencing Chinese consumer attitude toward the purchase of organic food in China; this is something that researchers have scarcely addressed. Based on a rational discussion concerning the mediating role of purchase intention, we expect to find that, in China, consumer purchase intention can significantly mediate the relationship between purchase factors (i.e., purchase attitude, PBC, and food therapy culture) and purchase decision with regard to organic food. Hypothesis 7(c): Purchase intention significantly mediates the relationship between food therapy culture and purchase decision regarding organic food
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
