Evaluating the purchasing behavior of organic food among Chinese consumers
ISSN: 1747-3616
Article publication date: 6 October 2023
Issue publication date: 13 November 2023
Abstract
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.
Keywords
Acknowledgements
The research and publication were made possible with the support of the Fundamental Research Grant Scheme offered by the Ministry of Higher Education, Malaysia (FRGS 2020-1). Project ID: 18420, Reference Code: FRGS/1/2020/SS01/UTM/02/3, Project Title: Evaluating the purchasing behavior of organic food among Chinese consumers.
Funding: This study was funded by the Fundamental Research Grant Scheme Malaysia.
Citation
Huo, H., Sh. Ahmad, F. and Teoh, B. (2023), "Evaluating the purchasing behavior of organic food among Chinese consumers", Young Consumers, Vol. 24 No. 6, pp. 669-685. https://doi.org/10.1108/YC-04-2023-1721
Publisher
:Emerald Publishing Limited
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