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Identifying the key purchase factors for organic food among Chinese consumers

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...

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Main Authors:	Li, Shimiao, Jaharuddin, Nor Siah
Format:	Article
Language:	English
Published:	Springer 2020
Online Access:	http://psasir.upm.edu.my/id/eprint/89264/1/FOOD.pdf http://psasir.upm.edu.my/id/eprint/89264/ https://fbr.springeropen.com/articles/10.1186/s11782-020-00093-3
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record_format	eprints
spelling	my.upm.eprints.892642021-09-03T09:03:50Z http://psasir.upm.edu.my/id/eprint/89264/ Identifying the key purchase factors for organic food among Chinese consumers Li, Shimiao Jaharuddin, Nor Siah 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. Springer 2020 Article PeerReviewed text en http://psasir.upm.edu.my/id/eprint/89264/1/FOOD.pdf Li, Shimiao and Jaharuddin, Nor Siah (2020) Identifying the key purchase factors for organic food among Chinese consumers. Frontiers of Business Research in China, 14. art. no. 25. pp. 1-23. ISSN 1673-7326; ESSN: 1673-7431 https://fbr.springeropen.com/articles/10.1186/s11782-020-00093-3 10.1186/s11782-020-00093-3
institution	Universiti Putra Malaysia
building	UPM Library
collection	Institutional Repository
continent	Asia
country	Malaysia
content_provider	Universiti Putra Malaysia
content_source	UPM Institutional Repository
url_provider	http://psasir.upm.edu.my/
language	English
description	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.
format	Article
author	Li, Shimiao Jaharuddin, Nor Siah
spellingShingle	Li, Shimiao Jaharuddin, Nor Siah Identifying the key purchase factors for organic food among Chinese consumers
author_facet	Li, Shimiao Jaharuddin, Nor Siah
author_sort	Li, Shimiao
title	Identifying the key purchase factors for organic food among Chinese consumers
title_short	Identifying the key purchase factors for organic food among Chinese consumers
title_full	Identifying the key purchase factors for organic food among Chinese consumers
title_fullStr	Identifying the key purchase factors for organic food among Chinese consumers
title_full_unstemmed	Identifying the key purchase factors for organic food among Chinese consumers
title_sort	identifying the key purchase factors for organic food among chinese consumers
publisher	Springer
publishDate	2020
url	http://psasir.upm.edu.my/id/eprint/89264/1/FOOD.pdf http://psasir.upm.edu.my/id/eprint/89264/ https://fbr.springeropen.com/articles/10.1186/s11782-020-00093-3
_version_	1710677176280416256
score	13.211869

Identifying the key purchase factors for organic food among Chinese consumers

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