中国消费者对有机食品的购买行为评价

IF 3.5 Q2 BUSINESS Young Consumers Pub Date : 2023-10-06 DOI:10.1108/yc-04-2023-1721
Haiyan Huo, Fauziah Sh. Ahmad, Bryan Teoh
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引用次数: 0

摘要

本研究旨在确定影响中国消费者购买有机食品意愿和行为的关键因素。本研究以扩展计划行为理论(TPB)模型为基础理论,探讨态度(ATT)、主观规范(SN)和感知行为控制(PBC)对消费者购买有机食品意愿和行为的影响。通过整合信任(TR)和短食品供应链偏好(sfscp)的调节作用来弥补研究空白。设计/方法/方法采用方便抽样的方法,从中国有机食品购买者那里收到了三百三份问卷。结构方程模型用于分析数据并检验各结构之间的关系。结果表明,中国消费者的购买意愿与ATT、SN、PBC和TR呈正相关,消费者的SFSCPs正调节PI与购买行为之间的关系。本研究的结果为营销人员提供了有价值的见解,以开发引人注目的信息,唤起积极的ATT,建立消费者TR和整合短食品供应链来推动PB。这项研究对政策制定者和其他供应链参与者也很有用。进一步了解影响中国有机食品消费的因素有助于促进更健康的食品选择,支持可持续农业和培养环保消费习惯。独创性/价值本研究通过将TR纳入传统的TPB,为现有的知识库做出了贡献。研究还引入了SFSCP作为PI和PB关系的调节变量。
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Evaluating the purchasing behavior of organic food among Chinese consumers
Purpose This study aims to identify the key factors that influence the intention and behavior of Chinese consumers toward purchasing organic food. The extended theory of planned behavior (TPB) model is adopted as the underlying theory to explore the relationship between attitudes (ATT), subjective norms (SN) and perceived behavioral control (PBC) on consumers’ intention and behavior to buy organic food. Trust (TR) and the moderating role of short food supply chain preferences (SFSCPs) were integrated to address the research gap. Design/methodology/approach Three hundred three questionnaire responses were received from organic food buyers in China using a convenience sampling method. Structural equation modeling was used to analyze the data and to examine the relationship between the various constructs. Findings The results demonstrated that the purchase intention (PI) of Chinese consumers correlates positively with ATT, SN, PBC and TR. Additionally, the results show that consumers’ SFSCPs positively moderate the relationship between PI and purchase behavior (PB). Practical implications The findings of this study provide valuable insights for marketers to develop compelling messages that evoke positive ATT, establish consumer TR and integrate short food supply chains to drive PB. The study can also be useful to policymakers and other supply chain participants. Social implications An increased understanding of the factors influencing Chinese organic food consumption can contribute to promoting healthier food choices, supporting sustainable agriculture and fostering environmentally friendly consumption habits. Originality/value This research contributes to the existing pool of knowledge by incorporating TR into the conventional TPB. The study also introduces SFSCP as a moderating variable on the relationship between PI and PB.
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来源期刊
Young Consumers
Young Consumers BUSINESS-
CiteScore
5.90
自引率
6.70%
发文量
20
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