Managing self-congruity across gender in organic food contexts

The development of organic food industry has changed dramatically, from a neglected niche market into the food market mainstream. China's organic food demand will reach or exceed 5%. How to attract consumers' attentions and enhance their intentions to purchase organic food has become an important issue. To the best of the author's knowledge, this study aims at investigating the effects of gender difference on self-congruity. The study was designed as a cross-sectional survey. The survey instruments were borrowed from previous studies. The population of interest consists of the consumers in Fujian Province in Southeast China. Survey was adopted and finally a total of 295 samples were received. After deleting 12 samples which didn't completely finish or poor quality, 283 valid samples were met and a respond rate of valid samples was 96%. The results of current study find that the proposed model across gender has adequately validated the data collected from Fujian, China. Findings can benefit the sustainable development of the organic food industry and the more contributions to this field can be met by the future followers.