The Role of Health-Related Product Attributes, Health Concerns, and Children’s Age on Attitudes and Intentions Toward Organic Food

Abstract

The purpose of this study is to develop a theoretical model based on the Mehrabian and Russell’s Stimulus-Organism-Response model (1974) in order to examine the influence of consumers’ health-related organic food attributes on utilitarian/hedonic attitudes and behavioral intentions. In addition, the moderation effects of health consciousness and children’s age are tested. According to Cue Utilization Theory (Cox 1967; Olson and Jacoby 1972), consumers may try to overcome their uncertainty by choosing one or more cues as a basis for their evaluation of product quality. In our study, two key product attributes (i.e., nutrition and natural content) are used to evaluate the value of health and safety in organic foods. As to the moderation effects of health consciousness and children’s age, we expect that health-conscious consumers are likely to be deeply committed to evaluate food quality attributes and establish perceptions and attitudes toward organic food purchases. We also expect that consumers’ attitudes will become more positive when children’s age in a family is younger. Accordingly, the following six hypotheses are developed: H1: Health-related organic product attributes will have a significant positive effect on utilitarian attitudes. H2: Health-related organic product attributes will have a significant positive effect on hedonic attitudes. H3: Utilitarian attitudes will have a significant positive effect on behavioral intentions to buy organic foods. H4: Hedonic attitudes will have a significant positive effect on behavioral intentions to buy organic foods. H5: Health-related organic food attributes will have a more significant effect on (a) utilitarian and (b) hedonic attitudes among more health-conscious consumers than among less health-conscious consumers. H6: Health-related organic food attributes will have a more significant effect on (a) utilitarian and (b) hedonic attitudes for consumers who have children aged 12 years old or under than for those who have children aged over 12 years old or no children.