The document discusses understanding factors that influence organic food purchases in China. It summarizes previous research that identified beliefs like organic food being healthier, environmentally friendly, and safer. It aims to obtain a deeper understanding by confirming additional beliefs in China, specifically that organic food is seen as a luxury, upscale, or subject to marketing hype. It also examines how subjective norms, identity expressiveness, trust, and income impact purchase intention and behavior. Findings could provide insights for marketing organic food in China.
The demand for organic products is growing in response to an increasing concern for
environmental concern and safety issues, therefore, research on factors influencing purchase intention for
organic products are important to marketing practice and academia.
Organic Food Purchase Intention: Examining the Influence of Religion on Consu...Premier Publishers
This study investigates the role of religion in organic food consumption in Indonesia, the country with the world’s largest Muslim population. A central benefit of consuming organic food is its various health benefits produced using green methods. Besides protecting health, organic food is good for the environment. This study investigates health consciousness, eco-knowledge, eco-labelling, and price sensitivity as variables that influence attitudes toward organic food and consumers’ organic food purchase intention. Results are compared between Muslim and non-Muslim in 526 respondents. The major data analysis performed was structural equation modeling using linear structural relations (LISREL) software. This study found that health consciousness, eco-knowledge, eco-labelling, and price sensitivity significantly influence attitudes toward organic food and purchase intention; however, the results differed based on religion. Muslim respondents showed greater concern for the environment such as eco knowledge and eco labelling, while non-Muslims were more concerned with personal issues such as health consciousness and pricing.
This document provides an overview of research on consumers' food quality perception and choice conducted at the MAPP Centre over 10 years. It presents the Total Food Quality Model, which integrates multi-attribute and hierarchical approaches to understanding subjective quality perception. The model distinguishes between expected and experienced quality before and after purchase. Quality expectations are formed based on intrinsic and extrinsic cues. Expected quality fulfills purchase motives, while experienced quality depends on consumption situation. The document reviews research on key quality dimensions: taste, health, convenience and production process.
This document summarizes a study that explored young consumers' perceptions of food quality in Greece. A survey of 582 university students aged 18-23 was conducted from October 2002 to January 2003. The study found that students consider attributes like taste, appearance, and being free of hormones/pesticides as most important for fruit quality. Students reported moderate satisfaction levels with fruit quality attributes, with the highest satisfaction for color (mean of 5.19) and the lowest for quality certification (mean of 1.61) and being free of insecticides (mean of 1.89). The findings provide insights into how to design marketing strategies to attract and satisfy young consumers.
By Professor Dr. Ir Ujang Sumarwan, Professor in Consumer Behaviour, Graduate Program of Management and Business - IPB, presented at the International Life Sciences Institute Regional Seminar on Understanding Consumer Behaviour, Jakarta, 11 May 2015
The document discusses consumer preferences and factors that influence food purchasing decisions. It begins by introducing the topic of consumerism and competition in the food industry. It then reviews several key concepts related to preferences and decision-making from various social science perspectives. The literature review covers previous research on topics like nutrition labeling, health awareness, attributes that influence fast food choices, and how the choice set configuration can impact preferences. The methodology section outlines the descriptive research design, sampling approach, data collection sources, sample size, and analysis plan for the study. Graphs of preliminary results show most respondents are the main grocery shoppers, consider health when choosing foods, and find nutrition information and labeling important. Overall nutrients like carbohydrates and proteins rated as
This study examined how modifications to ingredients, cooking processes, and plating of the Korean rice dish bibimbap could affect perceptions of liking, familiarity, authenticity, and purchase intent among Southeast Asian consumers. Eight versions of bibimbap were created using Korean or Southeast Asian styles for each component in a 2x2x2 factorial design. Surveys were administered to 149 Southeast Asians and 144 Koreans to evaluate the formulations. Results showed that ingredients and cooking methods significantly influenced perceptions of authenticity and liking, while plating also substantially impacted authenticity and expected liking. Matching region-specific components generally led to more positive responses. The findings suggest carefully considering modifications to familiar dishes to balance increased liking with maintaining authentic ethnic identity
Determinants of Contractual Choice and Relationship Sustainability in Organic...Premier Publishers
Supply chain stakeholders for local organic food face uncertainties. In the present study, the empirical relevance of relationship types, farmers contracting choice and several determining factors which potentially influence both choices of contract types and the relationship with sustainability was tested. The study draws the Williamson’s governance contractual structure of formal and non-formal relationship prevailing between chain actors to see what kind of contractual relationship is prevalent in the chain drawing on transaction cost theory. Data were captured by conducting a survey of 155 respondents (127 farmers, 11 processors and 17 retailers) belonging to Karnataka state in India. The analysis was both quantitative and qualitative and used binary choice models and Structural Equation Modelling (SEM) to analyse the key determinants. The analysis revealed that informal relationships were prevalent in the market. Market, sector and enterprise specific characteristics were found to influence the choice of the contract while dyadic, firm level factors influence relationship sustainability in the organic fruits and vegetable supply chains. Results have implications for agribusiness management and policy makers in relation to organic agribusiness development in the study area.
The demand for organic products is growing in response to an increasing concern for
environmental concern and safety issues, therefore, research on factors influencing purchase intention for
organic products are important to marketing practice and academia.
Organic Food Purchase Intention: Examining the Influence of Religion on Consu...Premier Publishers
This study investigates the role of religion in organic food consumption in Indonesia, the country with the world’s largest Muslim population. A central benefit of consuming organic food is its various health benefits produced using green methods. Besides protecting health, organic food is good for the environment. This study investigates health consciousness, eco-knowledge, eco-labelling, and price sensitivity as variables that influence attitudes toward organic food and consumers’ organic food purchase intention. Results are compared between Muslim and non-Muslim in 526 respondents. The major data analysis performed was structural equation modeling using linear structural relations (LISREL) software. This study found that health consciousness, eco-knowledge, eco-labelling, and price sensitivity significantly influence attitudes toward organic food and purchase intention; however, the results differed based on religion. Muslim respondents showed greater concern for the environment such as eco knowledge and eco labelling, while non-Muslims were more concerned with personal issues such as health consciousness and pricing.
This document provides an overview of research on consumers' food quality perception and choice conducted at the MAPP Centre over 10 years. It presents the Total Food Quality Model, which integrates multi-attribute and hierarchical approaches to understanding subjective quality perception. The model distinguishes between expected and experienced quality before and after purchase. Quality expectations are formed based on intrinsic and extrinsic cues. Expected quality fulfills purchase motives, while experienced quality depends on consumption situation. The document reviews research on key quality dimensions: taste, health, convenience and production process.
This document summarizes a study that explored young consumers' perceptions of food quality in Greece. A survey of 582 university students aged 18-23 was conducted from October 2002 to January 2003. The study found that students consider attributes like taste, appearance, and being free of hormones/pesticides as most important for fruit quality. Students reported moderate satisfaction levels with fruit quality attributes, with the highest satisfaction for color (mean of 5.19) and the lowest for quality certification (mean of 1.61) and being free of insecticides (mean of 1.89). The findings provide insights into how to design marketing strategies to attract and satisfy young consumers.
By Professor Dr. Ir Ujang Sumarwan, Professor in Consumer Behaviour, Graduate Program of Management and Business - IPB, presented at the International Life Sciences Institute Regional Seminar on Understanding Consumer Behaviour, Jakarta, 11 May 2015
The document discusses consumer preferences and factors that influence food purchasing decisions. It begins by introducing the topic of consumerism and competition in the food industry. It then reviews several key concepts related to preferences and decision-making from various social science perspectives. The literature review covers previous research on topics like nutrition labeling, health awareness, attributes that influence fast food choices, and how the choice set configuration can impact preferences. The methodology section outlines the descriptive research design, sampling approach, data collection sources, sample size, and analysis plan for the study. Graphs of preliminary results show most respondents are the main grocery shoppers, consider health when choosing foods, and find nutrition information and labeling important. Overall nutrients like carbohydrates and proteins rated as
This study examined how modifications to ingredients, cooking processes, and plating of the Korean rice dish bibimbap could affect perceptions of liking, familiarity, authenticity, and purchase intent among Southeast Asian consumers. Eight versions of bibimbap were created using Korean or Southeast Asian styles for each component in a 2x2x2 factorial design. Surveys were administered to 149 Southeast Asians and 144 Koreans to evaluate the formulations. Results showed that ingredients and cooking methods significantly influenced perceptions of authenticity and liking, while plating also substantially impacted authenticity and expected liking. Matching region-specific components generally led to more positive responses. The findings suggest carefully considering modifications to familiar dishes to balance increased liking with maintaining authentic ethnic identity
Determinants of Contractual Choice and Relationship Sustainability in Organic...Premier Publishers
Supply chain stakeholders for local organic food face uncertainties. In the present study, the empirical relevance of relationship types, farmers contracting choice and several determining factors which potentially influence both choices of contract types and the relationship with sustainability was tested. The study draws the Williamson’s governance contractual structure of formal and non-formal relationship prevailing between chain actors to see what kind of contractual relationship is prevalent in the chain drawing on transaction cost theory. Data were captured by conducting a survey of 155 respondents (127 farmers, 11 processors and 17 retailers) belonging to Karnataka state in India. The analysis was both quantitative and qualitative and used binary choice models and Structural Equation Modelling (SEM) to analyse the key determinants. The analysis revealed that informal relationships were prevalent in the market. Market, sector and enterprise specific characteristics were found to influence the choice of the contract while dyadic, firm level factors influence relationship sustainability in the organic fruits and vegetable supply chains. Results have implications for agribusiness management and policy makers in relation to organic agribusiness development in the study area.
The document outlines a proposed 12-month research project by the Institute for Public Policy Research (ippr) to develop a progressive food policy for the UK. The research will examine social, economic, and environmental values associated with food production and consumption. It will include a literature review, analysis of food expenditure surveys, and qualitative research across the UK. The project aims to identify priorities for a progressive food policy by providing a cohesive understanding of food issues and bring together debates that currently remain as single issues. The research will result in two working papers, a policy seminar, and a final report outlining recommendations for a progressive UK food policy.
This document presents a study that explores the relationships between consumption atmosphere, word-of-mouth, perceived value, and behavioral intention. The study aims to understand how these factors influence customer decision-making. It develops five research questions and hypotheses to test the relationships between the variables. The methodology section describes a questionnaire that will be used to survey customers at various restaurants. Statistical analysis including regression analysis and ANOVA will then be used to analyze the data and test the hypotheses. The goal is to provide useful insights for marketing in the hospitality industry.
Consumer attitudes to nutrition labellingAida Md Saad
This article examines consumer attitudes toward nutrition labeling in food products. It finds that most consumers view diet and nutrition as important to their lifestyle. There is a high level of awareness of nutrition labels, and 58% of respondents use them. However, consumers struggle to understand and apply the information in labels to create a balanced diet, due to low nutrition knowledge. While labels provide some information, consumers primarily learn about nutrition from social networks and media. The article concludes that labels have a role to play, but producers need to better meet consumer needs and nutrition education must be improved.
Food politics refers to the social relations that impact the production, distribution and consumption of food. It has become a part of the popular consciousness in the last two decades. The use of food in performance is a means of engaging public consciousness and addressing American food politics. This paper provides a brief introduction to food politics. Matthew N. O. Sadiku | Tolulope J. Ashaolu | Sarhan M. Musa "Food Politics" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-3 | Issue-2 , February 2019, URL: https://www.ijtsrd.com/papers/ijtsrd20229.pdf
Paper URL: https://www.ijtsrd.com/home-science/food-science/20229/food-politics/matthew-n-o-sadiku
New microsoft office word document (2)sairamya_abi
The document reviews several studies on the topic of food labeling and packaging. It discusses how nutritional labeling affects consumer purchase behavior and allows consumers to make healthier choices. Several factors influence the use of nutritional labels, including gender, age, education level, and income. Packaging design is also found to influence consumers' perceptions and purchase decisions. The importance of providing clear labeling and nutritional information on food products for health and regulatory reasons is emphasized.
Organic foods have certain requirements to be certified organic including not using pesticides or growth hormones. While organic foods are perceived to be healthier, studies have found mixed results. Some studies found higher levels of nutrients in organic foods while others found no significant differences compared to conventional foods. People are willing to pay more for organic foods for perceived health and environmental benefits, but the higher costs and mixed research results mean the benefits of organic foods over conventional do not clearly outweigh the costs.
Organic foods have certain requirements to be certified organic including not using pesticides or growth hormones. While organic foods are perceived to be healthier, studies have found mixed results. Some studies found higher levels of nutrients in organic foods while others found no significant differences compared to conventional foods. The benefits of organic foods in avoiding pesticides must be weighed against the higher costs and more limited availability of organic options.
A household survey: Pork consumption practices and perception of food safety ...ILRI
Presented by Chhay Ty, Centre for Livestock and Agriculture Development (CelAgrid) at the Taskforce and Stakeholder Meeting, Siem Reap, 24-25 October 2019.
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online
Organic food industry is trending with blooming profits and market revenues. Many reasons have emerged for this growth in the industry: health conscious consumers, more awareness due to globalization, increased access to newer products and health variants of conventional food, environment protection and animal welfare concerns, and ethical motives. The practice of companies targeting the ‘ecological consumers’ who can
pay a premium for organic food is more than what it was five years ago. The increase in eco-friendly people along with the shift from a ‘producer-oriented market’ to a ‘consumer-oriented market’ is signalling an increase in the demand of organic food. Extant research has shown varied results in terms of health
consciousness, food safety concerns, gender differences, and ecological awareness. However, there are limitations and gaps in them like small sample size, rural and suburban difference, varied age differences, and vague assumptions to list a few.
In the current research, these gaps are fulfilled by testing a sample of over 4000 participants on the effects of subjective-norms, moral-norms, gender difference, and attitude on intentions to purchase organic tomatoes. The findings suggested that people tend to act based on their subjective-norms more than their moral-norms. In short, people would intend to buy more organic food if they see others (whom they value) buy it. Another interesting finding of this study highlighted the close difference between men and women for intention to purchase organic tomatoes. Even though women had a higher result to buy organic food, men were not far behind. Lastly, attitude of the population was tested. As many researchers have previously noted, the attitude has a large effect on intention behaviour. Companies that are looking to capture the ecological
consumers should look out to these findings and plan their marketing activities opportunistically to increase their revenues and profits.
1. The document summarizes research on factors that influence consumer purchasing behaviors related to organic foods. It discusses nutritional content, sensory appeal, ecological welfare, price, and natural content as key factors.
2. Several studies discussed found nutritional content and health benefits to be important determinants for consumers in purchasing organic foods. Sensory factors like taste were also found to influence hedonic attitudes.
3. Ecological welfare concerns like environmental friendliness and animal treatment were shown to impact purchasing behaviors, particularly for regular organic food buyers. Price was found to both encourage and discourage organic food purchases depending on other values held by consumers.
This document analyzes factors affecting consumers' willingness to pay for health and wellness food products in India. It finds that 44% of consumers are willing to pay an average of 9% more for these products. Key demographic factors influencing willingness to pay include income and education levels. The main psychological factor is health consciousness. Consumers prioritize product quality, taste, packaging, and convenience over price and marketing influences when purchasing health foods.
Mediating Effects of Intention On The Factors Affecting Organic Food Products...CSCJournals
This study aimed to measure the effect of intention as a mediator in the relationship between internal factors and external factors on consumption. The factors were a) internal factors: knowledge, awareness, health consciousness, product attributes, environmental concern, and b) external factors: subjective norms, perceived behaviour control, and media and advertisement. From the review of literature, there were limited studies done on the mediating effect of intention on the relationship between (internal factor and external factors) and organic food product consumption among CGY in Malaysia. A total of 410 respondents completed the online questionnaires that evaluated the factors. Structural Equation Modelling was used as the main practical approach for data analysis. The results showed that intention was a full or a complete mediator between the six exogenous constructs; knowledge, health consciousness, product attributes, environmental concern, perceived behaviour, and media and advertisement, while it only acted as a partial mediator between subjective norm and consumption. However, the intention was not a full or a complete mediator between awareness and consumption. Eventually, the implications for theory improvement and practices were discussed.
This document provides an overview of organic farming and consumer behavior toward organic products in India. It discusses how organic farming is better for small farmers due to lower costs and less dependence on money lenders. The document also examines consumer preference for organic foods due to health concerns, and identifies challenges like high prices, weak marketing and distribution systems. A key challenge is the high cost of organic certification. The document aims to understand factors influencing popularity of organic foods in India and consumers' purchase intentions and behaviors toward organic products.
A Study on Consumers Behavior towards Organic Food Products in Coimbatore Cityijtsrd
This study examined consumers' behavior toward organic food products in Coimbatore City, India. A survey of 60 consumers found that 52% had a moderate level of behavior toward organic products, 35% had a high level, and 13% had a low level. The majority of consumers were aged 25-35, female, professionals, from nuclear families earning Rs. 35,001-45,000 annually. Most purchased fruits and vegetables, citing health as the main factor, and learned about organic products from friends/family. There was a significant difference found between consumers' behavior and their age, family income, occupation, and perception of product quality. The study recommends increasing awareness, training farmers, improving infrastructure, packaging, marketing,
ISBN publication 2 A EMPIRICAL STUDY ON CONSUMER AWARNESS AND CONSUMPTION ...Dr UMA K
This study examines consumer awareness and consumption intentions toward organic products in India. A survey was conducted of 50 respondents in Mysuru to understand their demographics, awareness of organic foods, and factors influencing consumption decisions. The results showed most respondents were female, aged 20-24, with a nuclear family and income below Rs. 50,000 per year. While awareness of organic foods was high based on health, environmental and food safety concerns, high prices and limited availability remain barriers to greater consumption. The study aims to provide marketers insights to increase organic food availability and guide consumer education efforts.
ISBN publication 2 - A EMPIRICAL STUDY ON CONSUMER AWARNESS AND CONSUMPTION...Educational
This document discusses a study on consumer awareness and consumption intentions toward organic products in India. It finds that consumers are more concerned about the healthiness, safety, and environmental friendliness of the food they eat. While demand for organic food is rising, certification systems remain limited. The study uses a questionnaire with 50 respondents and finds differences in awareness based on age, education, family type, and income. Respondents see organic food as concerning not just chemicals but also food safety, health, environmental impacts, and animal welfare. Most respondents were aware of organic concepts, indicating strong intentions to consume organic foods.
A Study On Health Food: Demand, Supply & Acceptance In Pune City. V3-E12-002ijifr
The main objective of the present study was to find out demand, supply and
acceptance in the Pune city. The research design was descriptive in nature. Data
was collected from different sections of the society. Questionnaire were prepared &
distributed among doctors, engineers, professors, dieticians, workers &
housewives. Pune city from Maharashtra state of India was selected for study.
Seventy nine feedbacks were collected. Random sampling technique was used for
collection of data. Health food was categorized in natural foods, organic food &
whole food. The demand of the health food is increasing day by day because of its
health benefits. Respondents were aware of health food items and health food
vendors in city. Health food has better qualities than regular food. It is widely
accepted by the people in Pune city. Natural food is more consumed by the people
as compared to the organic food, whole food & less fatty food .
Consumer attitude towards organic food in trichy south indiaIAEME Publication
This document summarizes a study on consumer attitudes toward organic food in Trichy, South India. 300 consumers in Trichy were surveyed about their motivations for purchasing organic food. The study examined consumer attitudes based on three factors: health consciousness, environmental concerns, and safety considerations. The findings indicate that health concerns are the primary motivation for organic food purchases. Demographic variables like education, gender, and income were also found to impact organic food buying intentions. The document provides context on organic food and reviews previous literature on consumer motivations for organic purchases.
STUDY ON IMPACTS OF ORGANIC FOOD PRODUCTION TO THE ENVIORNMENT: A CASE OF KAZ...paperpublications3
Abstract:Study on environmental impact of organic food production to the environment was conducted over the period of four months concentrating exclusively in the Kazi & Kazi Tea Estate Limited (KKTE) in Panchagarh district. The main objective of this study was to make an assessment on environmental impact of organic food production. In order to get qualitative information, data were collected through FGDs and KIIs. Organic food is free of harmful chemicals, tastier and healthier than conventional foods, and can be stored more days than chemical foods. Every one articulated the negative impacts of conventional foods. The role of organic production to the environment is inevitable with positive sign. KKTE is playing great role in raising awareness on environment among the workers and community people through training and supporting hardware. Respondents were mentioned that KKTE is playing great role in environmental conservation by planting trees, organic farming and using renewable energy. Such organic production is offering diverse products in the local to national and international market including vegetables, tea, herbal tea, ghee, honey and sweets. Organic production is releasing less carbon by using nature friendly inputs and renewable energy and promoting for communal uses including solar energy and bio-gas plant. Chemical contaminations from others conventional farming are the main problem for organics. Lack of awareness and training is the main hindrance in popularizing the organic foods. Appropriate policy support, incentives, organic food fair may create greater awareness among the mass people. It is recommended that if the perceived problem could be solved by setting up of more tea processing industries, competitive markets at the grass roots for organic foods, supply of natural gas and resolving problems could accelerate the production of organic food production, organic regulations, policy support, training and advocacy would be the pathway for sustainable development.
STUDY ON IMPACTS OF ORGANIC FOOD PRODUCTION TO THE ENVIORNMENT: A CASE OF KAZ...paperpublications3
Abstract:Study on environmental impact of organic food production to the environment was conducted over the period of four months concentrating exclusively in the Kazi & Kazi Tea Estate Limited (KKTE) in Panchagarh district. The main objective of this study was to make an assessment on environmental impact of organic food production. In order to get qualitative information, data were collected through FGDs and KIIs. Organic food is free of harmful chemicals, tastier and healthier than conventional foods, and can be stored more days than chemical foods. Every one articulated the negative impacts of conventional foods. The role of organic production to the environment is inevitable with positive sign. KKTE is playing great role in raising awareness on environment among the workers and community people through training and supporting hardware. Respondents were mentioned that KKTE is playing great role in environmental conservation by planting trees, organic farming and using renewable energy. Such organic production is offering diverse products in the local to national and international market including vegetables, tea, herbal tea, ghee, honey and sweets. Organic production is releasing less carbon by using nature friendly inputs and renewable energy and promoting for communal uses including solar energy and bio-gas plant. Chemical contaminations from others conventional farming are the main problem for organics. Lack of awareness and training is the main hindrance in popularizing the organic foods. Appropriate policy support, incentives, organic food fair may create greater awareness among the mass people. It is recommended that if the perceived problem could be solved by setting up of more tea processing industries, competitive markets at the grass roots for organic foods, supply of natural gas and resolving problems could accelerate the production of organic food production, organic regulations, policy support, training and advocacy would be the pathway for sustainable development.
Keywords:Bio-pesticides; bio-fertilizer; organic production; organic farming; renewable energy.
The document summarizes a study that assessed the nutritional value and safety practices of street food vendors in Antipolo City, Philippines. It found that most consumers were teenagers and young adults, while most vendors were ages 32-36. Both consumers and vendors had high school education levels. While consumers were aware of nutritional value, vendors did not always adhere to proper sanitation practices like handwashing. The study recommends improving vendors' knowledge of nutrition and sanitation standards to better protect public health.
The document outlines a proposed 12-month research project by the Institute for Public Policy Research (ippr) to develop a progressive food policy for the UK. The research will examine social, economic, and environmental values associated with food production and consumption. It will include a literature review, analysis of food expenditure surveys, and qualitative research across the UK. The project aims to identify priorities for a progressive food policy by providing a cohesive understanding of food issues and bring together debates that currently remain as single issues. The research will result in two working papers, a policy seminar, and a final report outlining recommendations for a progressive UK food policy.
This document presents a study that explores the relationships between consumption atmosphere, word-of-mouth, perceived value, and behavioral intention. The study aims to understand how these factors influence customer decision-making. It develops five research questions and hypotheses to test the relationships between the variables. The methodology section describes a questionnaire that will be used to survey customers at various restaurants. Statistical analysis including regression analysis and ANOVA will then be used to analyze the data and test the hypotheses. The goal is to provide useful insights for marketing in the hospitality industry.
Consumer attitudes to nutrition labellingAida Md Saad
This article examines consumer attitudes toward nutrition labeling in food products. It finds that most consumers view diet and nutrition as important to their lifestyle. There is a high level of awareness of nutrition labels, and 58% of respondents use them. However, consumers struggle to understand and apply the information in labels to create a balanced diet, due to low nutrition knowledge. While labels provide some information, consumers primarily learn about nutrition from social networks and media. The article concludes that labels have a role to play, but producers need to better meet consumer needs and nutrition education must be improved.
Food politics refers to the social relations that impact the production, distribution and consumption of food. It has become a part of the popular consciousness in the last two decades. The use of food in performance is a means of engaging public consciousness and addressing American food politics. This paper provides a brief introduction to food politics. Matthew N. O. Sadiku | Tolulope J. Ashaolu | Sarhan M. Musa "Food Politics" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-3 | Issue-2 , February 2019, URL: https://www.ijtsrd.com/papers/ijtsrd20229.pdf
Paper URL: https://www.ijtsrd.com/home-science/food-science/20229/food-politics/matthew-n-o-sadiku
New microsoft office word document (2)sairamya_abi
The document reviews several studies on the topic of food labeling and packaging. It discusses how nutritional labeling affects consumer purchase behavior and allows consumers to make healthier choices. Several factors influence the use of nutritional labels, including gender, age, education level, and income. Packaging design is also found to influence consumers' perceptions and purchase decisions. The importance of providing clear labeling and nutritional information on food products for health and regulatory reasons is emphasized.
Organic foods have certain requirements to be certified organic including not using pesticides or growth hormones. While organic foods are perceived to be healthier, studies have found mixed results. Some studies found higher levels of nutrients in organic foods while others found no significant differences compared to conventional foods. People are willing to pay more for organic foods for perceived health and environmental benefits, but the higher costs and mixed research results mean the benefits of organic foods over conventional do not clearly outweigh the costs.
Organic foods have certain requirements to be certified organic including not using pesticides or growth hormones. While organic foods are perceived to be healthier, studies have found mixed results. Some studies found higher levels of nutrients in organic foods while others found no significant differences compared to conventional foods. The benefits of organic foods in avoiding pesticides must be weighed against the higher costs and more limited availability of organic options.
A household survey: Pork consumption practices and perception of food safety ...ILRI
Presented by Chhay Ty, Centre for Livestock and Agriculture Development (CelAgrid) at the Taskforce and Stakeholder Meeting, Siem Reap, 24-25 October 2019.
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online
Organic food industry is trending with blooming profits and market revenues. Many reasons have emerged for this growth in the industry: health conscious consumers, more awareness due to globalization, increased access to newer products and health variants of conventional food, environment protection and animal welfare concerns, and ethical motives. The practice of companies targeting the ‘ecological consumers’ who can
pay a premium for organic food is more than what it was five years ago. The increase in eco-friendly people along with the shift from a ‘producer-oriented market’ to a ‘consumer-oriented market’ is signalling an increase in the demand of organic food. Extant research has shown varied results in terms of health
consciousness, food safety concerns, gender differences, and ecological awareness. However, there are limitations and gaps in them like small sample size, rural and suburban difference, varied age differences, and vague assumptions to list a few.
In the current research, these gaps are fulfilled by testing a sample of over 4000 participants on the effects of subjective-norms, moral-norms, gender difference, and attitude on intentions to purchase organic tomatoes. The findings suggested that people tend to act based on their subjective-norms more than their moral-norms. In short, people would intend to buy more organic food if they see others (whom they value) buy it. Another interesting finding of this study highlighted the close difference between men and women for intention to purchase organic tomatoes. Even though women had a higher result to buy organic food, men were not far behind. Lastly, attitude of the population was tested. As many researchers have previously noted, the attitude has a large effect on intention behaviour. Companies that are looking to capture the ecological
consumers should look out to these findings and plan their marketing activities opportunistically to increase their revenues and profits.
1. The document summarizes research on factors that influence consumer purchasing behaviors related to organic foods. It discusses nutritional content, sensory appeal, ecological welfare, price, and natural content as key factors.
2. Several studies discussed found nutritional content and health benefits to be important determinants for consumers in purchasing organic foods. Sensory factors like taste were also found to influence hedonic attitudes.
3. Ecological welfare concerns like environmental friendliness and animal treatment were shown to impact purchasing behaviors, particularly for regular organic food buyers. Price was found to both encourage and discourage organic food purchases depending on other values held by consumers.
This document analyzes factors affecting consumers' willingness to pay for health and wellness food products in India. It finds that 44% of consumers are willing to pay an average of 9% more for these products. Key demographic factors influencing willingness to pay include income and education levels. The main psychological factor is health consciousness. Consumers prioritize product quality, taste, packaging, and convenience over price and marketing influences when purchasing health foods.
Mediating Effects of Intention On The Factors Affecting Organic Food Products...CSCJournals
This study aimed to measure the effect of intention as a mediator in the relationship between internal factors and external factors on consumption. The factors were a) internal factors: knowledge, awareness, health consciousness, product attributes, environmental concern, and b) external factors: subjective norms, perceived behaviour control, and media and advertisement. From the review of literature, there were limited studies done on the mediating effect of intention on the relationship between (internal factor and external factors) and organic food product consumption among CGY in Malaysia. A total of 410 respondents completed the online questionnaires that evaluated the factors. Structural Equation Modelling was used as the main practical approach for data analysis. The results showed that intention was a full or a complete mediator between the six exogenous constructs; knowledge, health consciousness, product attributes, environmental concern, perceived behaviour, and media and advertisement, while it only acted as a partial mediator between subjective norm and consumption. However, the intention was not a full or a complete mediator between awareness and consumption. Eventually, the implications for theory improvement and practices were discussed.
This document provides an overview of organic farming and consumer behavior toward organic products in India. It discusses how organic farming is better for small farmers due to lower costs and less dependence on money lenders. The document also examines consumer preference for organic foods due to health concerns, and identifies challenges like high prices, weak marketing and distribution systems. A key challenge is the high cost of organic certification. The document aims to understand factors influencing popularity of organic foods in India and consumers' purchase intentions and behaviors toward organic products.
A Study on Consumers Behavior towards Organic Food Products in Coimbatore Cityijtsrd
This study examined consumers' behavior toward organic food products in Coimbatore City, India. A survey of 60 consumers found that 52% had a moderate level of behavior toward organic products, 35% had a high level, and 13% had a low level. The majority of consumers were aged 25-35, female, professionals, from nuclear families earning Rs. 35,001-45,000 annually. Most purchased fruits and vegetables, citing health as the main factor, and learned about organic products from friends/family. There was a significant difference found between consumers' behavior and their age, family income, occupation, and perception of product quality. The study recommends increasing awareness, training farmers, improving infrastructure, packaging, marketing,
ISBN publication 2 A EMPIRICAL STUDY ON CONSUMER AWARNESS AND CONSUMPTION ...Dr UMA K
This study examines consumer awareness and consumption intentions toward organic products in India. A survey was conducted of 50 respondents in Mysuru to understand their demographics, awareness of organic foods, and factors influencing consumption decisions. The results showed most respondents were female, aged 20-24, with a nuclear family and income below Rs. 50,000 per year. While awareness of organic foods was high based on health, environmental and food safety concerns, high prices and limited availability remain barriers to greater consumption. The study aims to provide marketers insights to increase organic food availability and guide consumer education efforts.
ISBN publication 2 - A EMPIRICAL STUDY ON CONSUMER AWARNESS AND CONSUMPTION...Educational
This document discusses a study on consumer awareness and consumption intentions toward organic products in India. It finds that consumers are more concerned about the healthiness, safety, and environmental friendliness of the food they eat. While demand for organic food is rising, certification systems remain limited. The study uses a questionnaire with 50 respondents and finds differences in awareness based on age, education, family type, and income. Respondents see organic food as concerning not just chemicals but also food safety, health, environmental impacts, and animal welfare. Most respondents were aware of organic concepts, indicating strong intentions to consume organic foods.
A Study On Health Food: Demand, Supply & Acceptance In Pune City. V3-E12-002ijifr
The main objective of the present study was to find out demand, supply and
acceptance in the Pune city. The research design was descriptive in nature. Data
was collected from different sections of the society. Questionnaire were prepared &
distributed among doctors, engineers, professors, dieticians, workers &
housewives. Pune city from Maharashtra state of India was selected for study.
Seventy nine feedbacks were collected. Random sampling technique was used for
collection of data. Health food was categorized in natural foods, organic food &
whole food. The demand of the health food is increasing day by day because of its
health benefits. Respondents were aware of health food items and health food
vendors in city. Health food has better qualities than regular food. It is widely
accepted by the people in Pune city. Natural food is more consumed by the people
as compared to the organic food, whole food & less fatty food .
Consumer attitude towards organic food in trichy south indiaIAEME Publication
This document summarizes a study on consumer attitudes toward organic food in Trichy, South India. 300 consumers in Trichy were surveyed about their motivations for purchasing organic food. The study examined consumer attitudes based on three factors: health consciousness, environmental concerns, and safety considerations. The findings indicate that health concerns are the primary motivation for organic food purchases. Demographic variables like education, gender, and income were also found to impact organic food buying intentions. The document provides context on organic food and reviews previous literature on consumer motivations for organic purchases.
STUDY ON IMPACTS OF ORGANIC FOOD PRODUCTION TO THE ENVIORNMENT: A CASE OF KAZ...paperpublications3
Abstract:Study on environmental impact of organic food production to the environment was conducted over the period of four months concentrating exclusively in the Kazi & Kazi Tea Estate Limited (KKTE) in Panchagarh district. The main objective of this study was to make an assessment on environmental impact of organic food production. In order to get qualitative information, data were collected through FGDs and KIIs. Organic food is free of harmful chemicals, tastier and healthier than conventional foods, and can be stored more days than chemical foods. Every one articulated the negative impacts of conventional foods. The role of organic production to the environment is inevitable with positive sign. KKTE is playing great role in raising awareness on environment among the workers and community people through training and supporting hardware. Respondents were mentioned that KKTE is playing great role in environmental conservation by planting trees, organic farming and using renewable energy. Such organic production is offering diverse products in the local to national and international market including vegetables, tea, herbal tea, ghee, honey and sweets. Organic production is releasing less carbon by using nature friendly inputs and renewable energy and promoting for communal uses including solar energy and bio-gas plant. Chemical contaminations from others conventional farming are the main problem for organics. Lack of awareness and training is the main hindrance in popularizing the organic foods. Appropriate policy support, incentives, organic food fair may create greater awareness among the mass people. It is recommended that if the perceived problem could be solved by setting up of more tea processing industries, competitive markets at the grass roots for organic foods, supply of natural gas and resolving problems could accelerate the production of organic food production, organic regulations, policy support, training and advocacy would be the pathway for sustainable development.
STUDY ON IMPACTS OF ORGANIC FOOD PRODUCTION TO THE ENVIORNMENT: A CASE OF KAZ...paperpublications3
Abstract:Study on environmental impact of organic food production to the environment was conducted over the period of four months concentrating exclusively in the Kazi & Kazi Tea Estate Limited (KKTE) in Panchagarh district. The main objective of this study was to make an assessment on environmental impact of organic food production. In order to get qualitative information, data were collected through FGDs and KIIs. Organic food is free of harmful chemicals, tastier and healthier than conventional foods, and can be stored more days than chemical foods. Every one articulated the negative impacts of conventional foods. The role of organic production to the environment is inevitable with positive sign. KKTE is playing great role in raising awareness on environment among the workers and community people through training and supporting hardware. Respondents were mentioned that KKTE is playing great role in environmental conservation by planting trees, organic farming and using renewable energy. Such organic production is offering diverse products in the local to national and international market including vegetables, tea, herbal tea, ghee, honey and sweets. Organic production is releasing less carbon by using nature friendly inputs and renewable energy and promoting for communal uses including solar energy and bio-gas plant. Chemical contaminations from others conventional farming are the main problem for organics. Lack of awareness and training is the main hindrance in popularizing the organic foods. Appropriate policy support, incentives, organic food fair may create greater awareness among the mass people. It is recommended that if the perceived problem could be solved by setting up of more tea processing industries, competitive markets at the grass roots for organic foods, supply of natural gas and resolving problems could accelerate the production of organic food production, organic regulations, policy support, training and advocacy would be the pathway for sustainable development.
Keywords:Bio-pesticides; bio-fertilizer; organic production; organic farming; renewable energy.
The document summarizes a study that assessed the nutritional value and safety practices of street food vendors in Antipolo City, Philippines. It found that most consumers were teenagers and young adults, while most vendors were ages 32-36. Both consumers and vendors had high school education levels. While consumers were aware of nutritional value, vendors did not always adhere to proper sanitation practices like handwashing. The study recommends improving vendors' knowledge of nutrition and sanitation standards to better protect public health.
ISBN Publication 3 A Conceptual Study on Marketing Practices, Issues, Chall...Dr UMA K
Dr. UMA K “A Conceptual Study on Marketing Practices, Issues, Challenges and Future Prospectus of Organic Products”, in the Journal of “Infrastructure and Sustainable Development: Issues & Challenges”, in One Day National Conference, organized by Basudev Somani College, Mysuru, in ISBN: 978-81-927970-9-0, held on 19th January, 2018, pp. 97-103.
The document discusses new developments in the food sector, including a shift toward more sustainable and personalized food systems. It outlines several areas of innovation and research gaps. Specifically, it notes that (1) sustainability in food production through techniques like precision agriculture, vertical farming, and regenerative agriculture is a growing trend; and (2) technological innovations including robotics, automation, blockchain, and 3D printing are transforming efficiency across the food supply chain.
This document discusses nutrition, food safety, and street food vending in the Philippines. It provides context on nutrition and its importance for health. It also outlines factors challenging food safety in the Philippines, including poverty and lack of knowledge. Street foods are identified as both an important source of income and potential public health risk if not handled safely. The study assessed the nutritional value and food safety practices of street vendors in Antipolo City. It found that vendors need more knowledge on nutrition and sanitation standards. It recommends regular food monitoring, and more education for both vendors and consumers.
Influence of Antecedents on Consumer Attitudes towards Functional Food Empiri...ijtsrd
Food is one of the basic needs to be satisfied for the survival of a human being. "Functional Food" is food and food components that may provide benefits beyond basic nutrition, and it includes a wide variety of foods and food components believed to improve health and well being of people which help to reduce the risk of specific diseases. This paper investigates the influence of antecedents Customer knowledge, Necessity, Safety, Confidence, Rewards on consumer attitudes towards functional food within the Sri Lankan context. It is important for marketers to understand the attitudes in relation to functional food so they can properly implement in marketing strategies. In addition to the main objective of identifying influence of antecedents on consumer attitudes, the most influencing antecedent was also established. Convenient sampling method was used in collecting data from the respondents which consisted of 280 respondents from Colombo district within the age group of eighteen to sixty. Inferential statistics were used analyse and interpret the data by Correlation and Regression. Validity and reliability were tested for all the measures. The results indicate that customer knowledge, necessity and safety have a negative impact while confidence and rewards has a positive impact on the consumer attitude towards functional food. Rewards from functional food were derived to be a crucial factor for the consumer attitudes on functional food. These findings will provide food processing organizations and policy planners with valuable insights on consumer behaviour. R. M. K. S. Rasanjalee | D. S. R. Samarasinghe "Influence of Antecedents on Consumer Attitudes towards Functional Food: Empirical Study in Sri Lanka" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-3 | Issue-5 , August 2019, URL: https://www.ijtsrd.com/papers/ijtsrd27994.pdfPaper URL: https://www.ijtsrd.com/management/marketing/27994/influence-of-antecedents-on-consumer-attitudes-towards-functional-food-empirical-study-in-sri-lanka/r-m-k-s-rasanjalee
Article 1 A CONCEPTUAL STUDY ON GREEN MARKETING TOWARDS ORGANIC PRODUCTS Dr...Dr UMA K
Dr. UMA. K
Assistant Professor in Commerce
Reference: UMA K (2017) “A CONCEPTUAL STUDY ON GREEN MARKETING TOWARDS ORGANIC PRODUCTS”, (IJMSRR) International Journal of Management and Social Science Research Review, Peer Reviewed & Indexed Journal, Impact Factor: 4. 695, E- ISSN - 2349-6746, ISSN -2349-6738, Vol-1, Issue – 37, Page No 112-118.
article 1 July -2017 A conceptual study on geen marketing towars organic prod...Educational
Research Paper
Impact Factor: 4. 695
Peer Reviewed & Indexed Journal
IJMSRR
E- ISSN - 2349-6746
ISSN -2349-6738
International Journal of Management and Social Science Research Review, Vol-1, Issue – 37, July -2017 Page 112
A CONCEPTUAL STUDY ON GREEN MARKETING TOWARDS ORGANIC PRODUCTS
Uma K
Issue involved in marketing of gm food products in indiaAlexander Decker
This document discusses issues involved in marketing genetically modified (GM) food products in India. It begins with an introduction to GM foods and their benefits, but also notes challenges to their market acceptance. The author aims to identify key factors affecting GM food acceptance in India, problems with their marketing, and potential solutions. The document outlines the study's objectives and methodology, which included a literature review, surveys of 150 consumers and 16 GM food marketers using structured questionnaires, and data analysis software. The responses would help address the research questions around acceptance factors, marketing problems, and recommended measures to improve GM food marketing.
This document discusses functions in Python. It begins by recapping functions from the previous lecture, noting that functions allow for code reuse and organization. It then provides examples of defining functions using def, including functions with positional and keyword arguments. It discusses the local and global namespaces of functions, and how variables are handled depending on whether they are defined inside or outside of a function. The document also demonstrates returning multiple values from functions using tuples and dictionaries. Finally, it introduces the concept of writing more generic reusable functions.
This document provides a summary of a lecture on built-in capabilities of Python related to data structures like sets, lists, dictionaries, and their comprehensions. It discusses how sets, lists, and dictionaries are created in Python and some common operations on them like union, intersection, addition, removal. It also explains list, set, and dictionary comprehensions which provide a concise way to create and transform collections in Python using a single line of code instead of multiple lines using loops and conditional logic. Examples of nested comprehensions and their use cases in data processing are also presented.
This chapter introduces the key concepts of international human resource management (IHRM). It defines IHRM and differentiates it from domestic HRM, noting IHRM involves more complex activities and broader external influences. The chapter outlines five variables that moderate the differences between domestic and international HRM: cultural environment, industry type, reliance on the home country labor market, and senior management attitudes. It provides frameworks for analyzing IHRM strategically and how the context continues to change.
The document describes countdown timers that can be used in PowerPoint presentations. It provides instructions for copying and pasting the timers into slides. The timers include buttons counting down from 60 seconds to 10 seconds, bar timers for 1-2 minutes, sand timers, and digital clocks for 1-2 minutes. The timers are free to use for educational and non-profit purposes but cannot be modified without permission.
The document discusses the Memorandum and Articles of Association, which are the two main constitutional documents of a company. The Memorandum of Association sets out the constitution of the company and specifies its objectives and share capital. It contains clauses related to the company's name, registered office, objectives, shareholder liability, share capital, and original subscribers. The Articles of Association contain the internal rules and regulations regarding the company's management and operations. It covers topics like directors' powers and duties, shareholder rights, meetings, financial matters, and winding up procedures. The document also explains the doctrines of ultra vires and indoor management.
The Consumer Protection Act, 2019 proposes the establishment of a new regulatory authority called the Central Consumer Protection Authority (CCPA) to protect consumer rights. The CCPA will have investigation powers and can file class action suits. It also increases the pecuniary jurisdiction of consumer commissions, allows electronic filing of complaints, and introduces alternate dispute resolution. The Act aims to provide better redressal of consumer grievances through this 3-tier consumer commission structure at the district, state and national levels.
This document provides an overview of the Indian Contract Act 1872. It discusses key concepts related to contracts such as the definition of a contract, essential elements of a valid contract (offer, acceptance, consideration), capacity to contract, free consent, lawful object and discharge of a contract. It also covers types of contracts, formation of contracts and performance and breach of contracts. The document aims to teach legal and ethical aspects of business by explaining India's main contract law through concepts, principles and examples.
Case Studies on GST - CA KAMAL GARG (1).pdfprojectseasy
This document contains a series of multiple choice questions related to case studies on the Goods and Services Tax (GST) in India. It begins with 14 questions testing understanding of key concepts related to the taxable event and scope of supply under GST. Another set of 12 questions covers the topic of charge of GST, including the person liable to pay GST and eligibility for composition scheme. A final section has 11 questions on exemptions from GST and place of supply under the law. The document serves as a practice assessment for students and professionals to evaluate their working knowledge of important GST concepts and provisions.
This document discusses the formation of contracts, including offers, acceptance, and related concepts:
[1] An offer is a proposal made with the intent of obtaining consent from another party to enter a legally binding agreement. It must express a willingness to act or refrain from acting. [2] The essentials of a valid offer include being made to another person with the objective of their assent. [3] An offer can be express, implied, specific, or general.
The document then examines the lapse and revocation of offers, acceptance of offers, cases related to offers and acceptance, and differences between offers and invitations to offer.
There are several remedies available for a breach of contract, including rescission of the contract, suits for damages, and specific performance. Damages awarded can include ordinary damages to compensate for natural and direct losses, special damages for unusual losses contemplated by the parties, and in rare cases exemplary damages to punish particularly egregious breaches. Other remedies are suits on quantum meruit if a contract is only partially performed, injunctions to prevent future breaches, and restitution to return benefits received under a void contract.
There are several remedies available for a breach of contract, including rescission of the contract, suits for damages, and specific performance. Damages awarded for breach of contract aim to compensate the injured party for losses directly resulting from the breach, and can include ordinary, special, nominal, or exemplary damages depending on the circumstances. The injured party may also sue for specific performance to enforce the contract, seek an injunction preventing further breach, or pursue restitution of benefits received under a void contract.
This document discusses the formation of contracts, including offers, acceptance, and related concepts:
[1] It defines an offer as a proposal made with the intention of obtaining another's consent to enter a legally binding agreement. [2] It outlines the essential elements of a valid offer and different types of offers. [3] It discusses when an offer can end or lapse, such as through revocation, rejection, or non-fulfillment of conditions. The document provides examples to illustrate these contract law concepts.
This document provides an overview of the course "Legal and Ethical Aspects of Business" taught by Dr. A.K. Subramani. The course objectives are to create knowledge of the legal perspective and practices to improve business and provide a strong foundation in principles, contemporary issues, and practical examples. The outcomes are that students will have a better understanding of legal aspects in the business environment and be able to apply legal insights appropriately in changing situations. The document outlines the syllabus, including units on the Indian Contract Act, Sale of Goods Act, Company Law, tax laws, and consumer protection and intellectual property laws. Suggested readings are also provided.
The impact of_age_on_the_customers_buying_behaviourprojectseasy
This document discusses factors that influence consumer buying behavior, with a focus on the impact of age. It provides background on theories of consumer behavior and defines it as the process by which individuals select, purchase, use, and dispose of products. The document reviews literature showing that psychological and demographic characteristics like age significantly shape consumer preferences and decisions. It aims to examine how age influences a customer's perception of price, an important consideration in the purchasing process.
This document provides an overview of industrial relations, including:
1. It defines industrial relations and outlines its key areas such as collective bargaining, the roles of management, unions, and government, and mechanisms for resolving disputes.
2. It discusses the importance of industrial relations for increased productivity and ethical treatment of workers.
3. It describes three main approaches to industrial relations: the unitary approach which emphasizes cooperation; the pluralistic approach which sees competing interests; and the Marxist approach which views conflicts as a result of capitalism.
3 Simple Steps To Buy Verified Payoneer Account In 2024SEOSMMEARTH
Buy Verified Payoneer Account: Quick and Secure Way to Receive Payments
Buy Verified Payoneer Account With 100% secure documents, [ USA, UK, CA ]. Are you looking for a reliable and safe way to receive payments online? Then you need buy verified Payoneer account ! Payoneer is a global payment platform that allows businesses and individuals to send and receive money in over 200 countries.
If You Want To More Information just Contact Now:
Skype: SEOSMMEARTH
Telegram: @seosmmearth
Gmail: seosmmearth@gmail.com
[To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
This PowerPoint compilation offers a comprehensive overview of 20 leading innovation management frameworks and methodologies, selected for their broad applicability across various industries and organizational contexts. These frameworks are valuable resources for a wide range of users, including business professionals, educators, and consultants.
Each framework is presented with visually engaging diagrams and templates, ensuring the content is both informative and appealing. While this compilation is thorough, please note that the slides are intended as supplementary resources and may not be sufficient for standalone instructional purposes.
This compilation is ideal for anyone looking to enhance their understanding of innovation management and drive meaningful change within their organization. Whether you aim to improve product development processes, enhance customer experiences, or drive digital transformation, these frameworks offer valuable insights and tools to help you achieve your goals.
INCLUDED FRAMEWORKS/MODELS:
1. Stanford’s Design Thinking
2. IDEO’s Human-Centered Design
3. Strategyzer’s Business Model Innovation
4. Lean Startup Methodology
5. Agile Innovation Framework
6. Doblin’s Ten Types of Innovation
7. McKinsey’s Three Horizons of Growth
8. Customer Journey Map
9. Christensen’s Disruptive Innovation Theory
10. Blue Ocean Strategy
11. Strategyn’s Jobs-To-Be-Done (JTBD) Framework with Job Map
12. Design Sprint Framework
13. The Double Diamond
14. Lean Six Sigma DMAIC
15. TRIZ Problem-Solving Framework
16. Edward de Bono’s Six Thinking Hats
17. Stage-Gate Model
18. Toyota’s Six Steps of Kaizen
19. Microsoft’s Digital Transformation Framework
20. Design for Six Sigma (DFSS)
To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations
Building Your Employer Brand with Social MediaLuanWise
Presented at The Global HR Summit, 6th June 2024
In this keynote, Luan Wise will provide invaluable insights to elevate your employer brand on social media platforms including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok. You'll learn how compelling content can authentically showcase your company culture, values, and employee experiences to support your talent acquisition and retention objectives. Additionally, you'll understand the power of employee advocacy to amplify reach and engagement – helping to position your organization as an employer of choice in today's competitive talent landscape.
The Genesis of BriansClub.cm Famous Dark WEb PlatformSabaaSudozai
BriansClub.cm, a famous platform on the dark web, has become one of the most infamous carding marketplaces, specializing in the sale of stolen credit card data.
How MJ Global Leads the Packaging Industry.pdfMJ Global
MJ Global's success in staying ahead of the curve in the packaging industry is a testament to its dedication to innovation, sustainability, and customer-centricity. By embracing technological advancements, leading in eco-friendly solutions, collaborating with industry leaders, and adapting to evolving consumer preferences, MJ Global continues to set new standards in the packaging sector.
Navigating the world of forex trading can be challenging, especially for beginners. To help you make an informed decision, we have comprehensively compared the best forex brokers in India for 2024. This article, reviewed by Top Forex Brokers Review, will cover featured award winners, the best forex brokers, featured offers, the best copy trading platforms, the best forex brokers for beginners, the best MetaTrader brokers, and recently updated reviews. We will focus on FP Markets, Black Bull, EightCap, IC Markets, and Octa.
Understanding User Needs and Satisfying ThemAggregage
https://www.productmanagementtoday.com/frs/26903918/understanding-user-needs-and-satisfying-them
We know we want to create products which our customers find to be valuable. Whether we label it as customer-centric or product-led depends on how long we've been doing product management. There are three challenges we face when doing this. The obvious challenge is figuring out what our users need; the non-obvious challenges are in creating a shared understanding of those needs and in sensing if what we're doing is meeting those needs.
In this webinar, we won't focus on the research methods for discovering user-needs. We will focus on synthesis of the needs we discover, communication and alignment tools, and how we operationalize addressing those needs.
Industry expert Scott Sehlhorst will:
• Introduce a taxonomy for user goals with real world examples
• Present the Onion Diagram, a tool for contextualizing task-level goals
• Illustrate how customer journey maps capture activity-level and task-level goals
• Demonstrate the best approach to selection and prioritization of user-goals to address
• Highlight the crucial benchmarks, observable changes, in ensuring fulfillment of customer needs
HOW TO START UP A COMPANY A STEP-BY-STEP GUIDE.pdf46adnanshahzad
How to Start Up a Company: A Step-by-Step Guide Starting a company is an exciting adventure that combines creativity, strategy, and hard work. It can seem overwhelming at first, but with the right guidance, anyone can transform a great idea into a successful business. Let's dive into how to start up a company, from the initial spark of an idea to securing funding and launching your startup.
Introduction
Have you ever dreamed of turning your innovative idea into a thriving business? Starting a company involves numerous steps and decisions, but don't worry—we're here to help. Whether you're exploring how to start a startup company or wondering how to start up a small business, this guide will walk you through the process, step by step.
At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
Discover timeless style with the 2022 Vintage Roman Numerals Men's Ring. Crafted from premium stainless steel, this 6mm wide ring embodies elegance and durability. Perfect as a gift, it seamlessly blends classic Roman numeral detailing with modern sophistication, making it an ideal accessory for any occasion.
https://rb.gy/usj1a2
Zodiac Signs and Food Preferences_ What Your Sign Says About Your Tastemy Pandit
Know what your zodiac sign says about your taste in food! Explore how the 12 zodiac signs influence your culinary preferences with insights from MyPandit. Dive into astrology and flavors!
Zodiac Signs and Food Preferences_ What Your Sign Says About Your Taste
Sustainability 11-03045-v2
1. sustainability
Article
Understanding the Antecedents of Organic Food
Purchases: The Important Roles of Beliefs, Subjective
Norms, and Identity Expressiveness
Li Bai 1,2, Mingliang Wang 1 and Shunlong Gong 3,*
1 School of Biological and Agricultural Engineering, Jilin University, 5988 Renmin Street, Changchun 130022,
China; 13504334103@126.com (L.B.); jlu_wml@163.com (M.W.)
2 Key Laboratory of Bionic Engineering, Ministry of Education, Jilin University, 5988 Renmin Street,
Changchun 130022, China
3 School of Management, Jilin University, 5988 Renmin Street, Changchun 130022, China
* Correspondence: gsl@jlu.edu.cn
Received: 27 February 2019; Accepted: 21 May 2019; Published: 29 May 2019
Abstract: China is expected to become an increasingly important market for global organic food
producers. This study aims to obtain a new and deeper understanding of how various antecedents
affect organic food purchase behavior. Here, a survey based on validated measures is designed, and a
total of 1750 consumers are interviewed. In addition to traditionally held beliefs concerning organic
food, three unique perspectives, i.e., that organic foods are “luxuries for the rich”, “upscale”, and the
objects of “marketing hype”, are confirmed for the first time. Furthermore, the influence of subjective
norms on purchase intention is verified to be completely mediated by purchase attitude, suggesting
that up to now, the role of social norms may have been simplified, and even underestimated by
marketing researchers. Additionally, for the first time, identity expressiveness is confirmed to play
a minor but significant role in purchase intention. Perceived trustworthiness is also confirmed to
be the important predictor of purchase intention. Finally, household income is not only the second
most important predicator of purchase intention, but it is also the most important predictor of actual
purchase. These findings will be valuable for marketing scholars and all stakeholders in the organic
food industry, particularly international agribusinesses that are wishing to enter the Chinese market.
Keywords: organic food; consumer behavior; beliefs; subjective norms; identity expressiveness;
theory of planned behavior
1. Introduction
The abuse of chemicals and pesticides in agricultural production has caused environmental
deterioration, including soil degradation, greenhouse gas emissions, biodiversity loss, pesticide-borne
damage [1–3], and human health problems, such as cancer and endocrine disruption [3]. Organic
food, which is alleged to be free from chemicals and pesticides, and which have lower impacts on the
environment [4], is considered by many to be a healthier and more environmentally friendly type of
food [5–7]. The organic food market in China has grown rapidly in recent years [8,9]. In 2014, the
Chinese domestic organic market was estimated to be worth US$4.9 billion, boasting 9990 organic
producers, 2707 processors, 66 importers, and 1198 exporters [10], representing the third largest organic
market in the world and occupying 6% of the global market [11]. Food safety scandals in recent years
have contributed to the accelerated growth of the Chinese organic food market [12]. For example, the
demand for organic dairy products (especially infant formula) has skyrocketed since the melamine
scandal in 2008 [13]. Furthermore, due to distrust in domestic food, many Chinese consumers prefer to
purchase foreign organic food. For example, in China, the willingness to pay (WTP) for infant milk
Sustainability 2019, 11, 3045; doi:10.3390/su11113045 www.mdpi.com/journal/sustainability
2. Sustainability 2019, 11, 3045 2 of 18
formula (IMF) with American or European organic certification labels was found to be much higher
than that for IMF with a Chinese label [14]. Moreover, in China, purchasing expensive health products,
such as organic food, Cordyceps sinensis, and Ganoderma, has become fashionable among the rich [15].
Young households with a single child were found to be strongly motivated to purchase certified green
or organic foods, due to personal and family health concerns [12].
However, the per-capita consumption of organic food in China was estimated to be merely
3 (Euro) in 2014, whereas in Switzerland, it was 221 [10]. Although more than 50% of Chinese
respondents in a recent survey indicated positive perceptions of organic food, only 10% of them stated
that they regularly purchase such food [16], suggesting that the Chinese organic food market still has
enormous growth potential. Thus, determining the factors that will stimulate Chinese consumers to
purchase organic food is of great interest to stakeholders in this industry. Previous studies on this issue,
of which there are not many, have indicated that the theory of planned behavior (TPB) demonstrates
strong robustness in predicting purchase behaviors toward organic food [17]. The current study aims
to obtain a new and deeper understanding of how various antecedents affect organic purchases, based
on TPB. In addition, although some researchers have analyzed salient behavioral beliefs to explain
consumers’ attitudes toward organic food [18–20], they did not consider how Chinese culture affects
such consumer perspectives. Thus, as will be elaborated below, the important role of emerging beliefs,
associating organic food with “marketing hype” and “luxuries for the rich”, is discussed here for the
first time. Moreover, the influence of a new variable, i.e., identity expressiveness, which is similar to
the western concept of dignity or prestige [21,22], is analyzed in this study. Additionally, previous
studies revealed that subjective norms, which play a key role in TPB, have few links with organic food
purchase intention [17], whereas subjective norms play a much more significant role in the context of
organic food purchases [23]. Our study thus confirms a new path that directly connects subjective
norms with purchase attitude. Furthermore, considering the higher price of organic food in China, and
the distrust of many Chinese consumers with respect to the domestic organic food supply system [7],
the impacts of perceived trustworthiness and household income are also analyzed in the current study.
It is also worth noting that most of the previous studies have only discussed the predictors of organic
food purchase intention [24,25], but they did not analyze the relationship between purchase intentions
and purchase behaviors—a gap in the literature that is explored in the current study.
To address the abovementioned research gaps, we first confirm the salient behavioral beliefs that
contribute to Chinese consumers’ attitudes toward organic food. Second, the antecedents of purchase
attitude and purchase intention, and the mediation role of purchase attitude in the path between
subjective norms and purchase intentions are tested and verified. Third, the predictors of purchase
behavior are identified, and their influences are analyzed. Lastly, based on these research results, the
theoretical contributions and marketing implications of this study are synthesized and discussed. The
new insights derived from the current study will provide valuable contributions to the literature and
stakeholders in the organic food industry, and specifically, to foreign agribusinesses that intend to
export organic food to China.
2. Literature Review and Theoretical Framework
2.1. New Beliefs Regarding Organic Foods
Different theoretical frameworks make different predictions about purchase attitudes.
Expectancy–value attitude theories, as proposed by Fishbein and Ajzen, assume that salient behavioral
beliefs, in combination with outcome evaluations, lead to purchase attitudes [26]. Following this theory,
some studies have successfully applied salient behavioral beliefs to explain consumers’ attitudes
toward organic food [18–20]. For example, some studies have reported that because organic food
is alleged to be free from chemicals and pesticides, and because they have lower impacts on the
environment [4], purchasing organic food is considered to be a matter of healthcare, environmental
protection, and moral responsibility, and has become fashionable among many consumers [27,28].
3. Sustainability 2019, 11, 3045 3 of 18
Similarly, early studies regarding the attitudes of Chinese consumers toward organic food found that
they held positive beliefs about its safety, healthiness, taste, and environmental friendliness [5–7,19,29].
A summary of the state of the literature on beliefs relating to organic food is provided in Table 1.
Table 1. A summary of the literature on beliefs, the theory of planned behavior (TPB), and other factors
affecting organic food purchase.
Authors Year
Beliefs Theory of Planned Behavior Other Factors
HC EF Taste FS Nutritious PAtt SN PBC Int Att Inc PT
Tarkiainen and Sundqvist 2005
√
(**)
√
(**)
√
(**)
√
(**)
Chen 2007
√
(NS)
√
(**)
√
(NS)
√
(**)
√
(**)
√
(**)
√
(**)
Chen 2009
√
(**)
√
(**)
Yin et al. 2009
√
(NS)
√
(NS)
√
(NS)
√
(**)
√
(**)
Tarigan et al. 2011
√
(**)
Urban et al. 2012
√
(**)
√
(**)
√
(NS)
Thøgersen and Zhou 2012
√
(**)
√
(**)
√
(**)
√
(**)
√
(NS)
√
(**)
√
(**)
√
(**)
Tung et al. 2012
√
(**)
Zhou et al. 2013
√
(**)
√
(NS)
√
(**)
Al-Swidi et al. 2014
√
(**)
√
(**)
√
(NS)
Chen et al. 2014
√
(**)
√
(**)
√
(**)
Irianto 2015
√
(**)
√
(**)
√
(**)
√
(**)
Nuttavuthisit and Thøgersen 2015
√
(**)
Xie et al. 2015
√
(**)
√
(**)
√
(**)
√
(**)
√
(**)
Thøgersen et al. 2016
√
(**)
Yadav and Pathak 2016
√
(**)
√
(**)
√
(**)
√
(NS)
√
(**)
Wang and He 2016
√
(**)
√
(**)
√
(**)
√
(**)
√
(**)
√
(NS)
Maichum et al. 2017
√
(**)
√
(NS)
√
(**)
√
(**)
Wang et al. 2019
√
(**)
√
(**)
√
(**)
√
(**)
Note: “HC” refers to health consciousness. “EF” refers to environmentally friendly. “FS” refers to food safety. “PAtt”
refers to purchase attitude. “SN” refers to subjective norms. “PBC” refers to perceived behavior control. “Int” refers
to purchase intention. “Att” refers to attitude. “Inc” refers to income. “PT” refers to perceived trustworthiness.
“
√
” means that this variable was tested. Double asterisks (**) denote statistical significance at 0.05-level, and “NS”
denotes no significance at 0.05-level.
However, based on a survey by Consumption Daily, which is the only newspaper in the field of
consumer economics in China, the perceptions of some Chinese consumers regarding organic food
relate not only to its health or safety, but also to its luxury status. As Fu points out, the expensive price
of organic food plays into the consumption psychology of some Chinese consumers, making them feel
as if they are purchasing high-end products or luxuries [30]. In contrast, quite a few Chinese consumers
regard organic food as the object of marketing hype—products that are labeled with sky-high prices in
order to increase demand, and to attract high-end customers [31]. Based on all these research results,
we proposed the following hypothesis.
Hypothesis (H1). In addition to beliefs that associate organic foods with safety, health, and sustainability,
the idea that organic foods are “more upscale”, “luxuries for the rich”, and the objects of “a marketing hype”
contribute to consumer attitudes toward organic foods, and the perception that organic foods are safer than
non-organic foods is the single most important factor that impacts on consumer attitudes.
2.2. Attitude, Purchase Attitude, and Purchase Intention
Attitude refers to the extent to which an individual has a good or bad evaluation of the behavior
at issue [32]. The theory of planned behavior states that knowing how individuals feel about buying or
using an object is more telling than merely knowing their evaluation of the object [33]. However, many
studies do not distinguish between the attitude toward an object and attitude toward purchasing it,
equating these two concepts [7,34]. In fact, the influences of these two kinds of attitudes are different.
An attitude toward an object is an important predictor of the attitude toward purchasing it, whereas
the latter is an important predictor of purchase intention. For example, Chen found that the attitude
toward organic food predicted 37% of the variation in purchase attitude, while purchase attitude is the
most important antecedent of purchase intention [18]. In addition, many studies have confirmed that
4. Sustainability 2019, 11, 3045 4 of 18
consumers who have positive attitudes toward organic food are more likely to form stronger purchase
intentions [7,19,23,29]. The attitude–behavior relationship for organic vegetables was also found to be
significant, accordingly in a recent study [35]. Meanwhile, in the field of safe and nourishing food,
many studies, such as those of Thøgersen and Zhou [19], and Patch et al. [36], found that purchase
attitude is more predictive of purchase intention than other factor. A summary of the state of the
literature on attitude and purchase attitude is provided in Table 1.
Based on TPB, a central factor is the individual’s intention to perform a given behavior [33].
Normally, the stronger the intention to engage in a behavior, the more likely its performance will be
realized. Intention has been successfully shown to explain a wide variety of behaviors [37–39]. In the
field of organic food purchase, Maichum et al. surveyed consumers in Thailand, and verified that
purchase intention has a positive influence on the purchase behavior toward organic food [40]. The
results of a meta-analytic study also confirmed that intention leads to behavior with respect to the
consumption of organic food [17]. A summary of the state of the literature on purchase intention is
provided in Table 1. Based on these findings, we proposed the following hypotheses.
Hypothesis (H2). When a person’s attitude toward organic food is positive, his or her attitude toward
purchasing organic food is more likely to be positive.
Hypothesis (H3). Purchase attitude is the most important and positive predictor of purchase intention.
2.3. Identity Expressiveness
Identity expressiveness is an operational concept applied to the use of technologies, products, or
services that are important to both social identity and role-oriented self-identity [41]. Today, many
young Chinese people seek the positive recognition of their peers. They are motivated to be labeled as
being part of a group of stylish people, which is a type of expression of identityexpressiveness. Based
on social identity theory, group members of an in-group will seek to define appropriate behaviors by
reference to the norms of the group to which they belong [42]. Terry, Hogg, and White found that
self-identity, group norms, and group identification significantly influence behavioral intention, and
they highlighted the need to consider the roles of social and self-identity constructs in the context of
the relationship between attitude and behavior [43]. Thus, we proposed the following hypothesis.
Hypothesis (H4). Identity expressiveness positively influences the intention to purchase organic food.
2.4. A New Path from Subjective Norms to Purchase Attitude
Subjective norms reflect the degree of perceived social pressure to engage or to not engage in a
behavior. Interestingly, despite Chinese culture being characterized as being collectivist, Thøgersen
and Zhou found that social norms play only a minor role in Chinese consumers’ intentions to buy
organic food [19]. However, many empirical studies in the field of food purchase have found that
purchase attitude is developed in social networks and it is affected by social norms, suggesting that
there is a direct path between subjective norms and purchase attitude [17,23,44]. Specifically, Abdullah
Al-Swidi et al. found that subjective norms play a significant role in consumerism, and they not only
influence purchase intention, but also purchase attitude [23]. Additionally, a mediation analysis of
a meta-analytical structural equation model demonstrated significant support for the assertion that
subjective norms not only shape the intention to buy organic food, but they also directly influence
purchase attitude [17]. A summary of the state of the literature on subjective norms is provided in
Table 1. Based on these studies, and considering that organic food is relatively new to many Chinese
consumers, who have had little experience with these products, and thus they are more likely to
accept an attitude that is in line with the opinion of the majority reference group, we expected that
5. Sustainability 2019, 11, 3045 5 of 18
there is a direct path between the subjective norms and the purchase attitude, and we developed the
following hypothesis.
Hypothesis (H5). There is a positive relation between the subjective norms and the purchase attitude toward
organic food.
2.5. Perceived Trustworthiness
Trust is considered to be a factor that influences the formation of purchase attitude and intention.
Lobb, Mazzocchi, and Traill argued for the inclusion of trust in the TPB model when addressing
food safety-related issues [45]. Chinese consumers’ purchase intentions toward organic food were
found to be hindered by their distrust in the organic food system, including certification agencies,
producers, manufacturers, and regulators, and by the continuous presence of fake organic goods in the
market [7,29,46,47].
However, much less attention has been paid to the influence of perceived trustworthiness. In
particular, the relationship between perceived trustworthiness and purchase behavior toward organic
food is yet to be truly tested in mainland China. Yin et al. found that Chinese consumers’ purchase
intention toward organic food is significantly affected by the degree of trust in organic food [29]. Tung
et al. found that trust in organic agricultural practice and product labeling is a key factor in determining
the buying behaviors of Taiwanese consumers [48]. Nuttavuthisit and Thøgersen suggest that mistrust
in Thai organic institutions makes it less likely that the buying intentions of Thai consumers will
become realized in the form of actual buying [49]. A summary of the state of the literature on perceived
trustworthiness is provided in Table 1. Based on these studies, the following hypothesis was offered.
Hypothesis (H6). Perceived trustworthiness has a positive influence on purchase attitude (H6a), purchase
intention (H6b), and purchase behavior (H6c) toward organic food.
2.6. Household Income
In Western countries, the price of organic food is 50–200% higher than that of non-organic food.
However, in China the price is 2–5-fold higher than that of non-organic food [19,29]. A high price is
undoubtedly a barrier to purchase [50]. Chinese consumers’ purchase intention and purchase behavior
toward organic food are influenced by their income level [29]. For example, Thøgersen and Zhou
found that the higher the family income, the more likely consumers will take the last step of actual
buying the product, given the same levels of purchase intention and perceived behavioral control [19].
A summary of the state of the literature on income is provided in Table 1. Therefore, we proposed the
following hypothesis.
Hypothesis (H7). Household income level positively influences purchase intention (H7a), and household
income is the most important predicator of purchase behavior (H7b).
2.7. Conceptual Model
As shown in Figure 1, we proposed a conceptual model based on these hypotheses. The current
study is one of the few studies that uses extended TPB as a basic framework, and that discusses the
entire decision-making process from initial beliefs to purchase behavior. In particular, three new
beliefs were included in this model, and a new path from subjective norms to purchase attitude was
tested; meanwhile, the influences of perceived behavior control, identity expressiveness, household
income, and perceived trustworthiness on purchase attitude, purchase intention, or purchase behavior,
were verified.
6. Sustainability 2019, 11, 3045 6 of 18
As shown in Figure 1, we proposed a conceptual model based on these hypotheses. The current
study is one of the few studies that uses extended TPB as a basic framework, and that discusses the
entire decision-making process from initial beliefs to purchase behavior. In particular, three new
beliefs were included in this model, and a new path from subjective norms to purchase attitude was
tested; meanwhile, the influences of perceived behavior control, identity expressiveness, household
income, and perceived trustworthiness on purchase attitude, purchase intention, or purchase
behavior, were verified.
Figure 1. The conceptual model.
3. Materials and Methods
3.1. Measurements of the Constructs
The constructs were assessed based on Ajzen’s recommendations and the existing literature in
their related fields [18,19,29,41,43,50–54].
In order to estimate the content validity, an expert panel, including one professor, two associate
professors, three Ph.D. candidates, and two masters candidates, was developed. First, we explained
the study objective, the concepts regarding the instrument, and the contents of the assessment.
Second, a focus group discussion with the experts was organized. Third, at their suggestion, two
scales that were used to measure beliefs relating to “animal concern” and “religion” were removed
from the survey. Finally, a pilot test was conducted among 31 consumers from Changchun city in
northeast China. Except for the construct of perceived behavior control (PBC), the reliability of each
construct was satisfactory, with a Cronbach’s value of above 0.7 [55]. Similar to many other studies,
such as those of Urban et al. [56] and Bai et al. [57], the Cronbach’s value of PBC, measured as a
combination of perceived easiness (PE) and perceived control (PC), was lower, and two dimensions
had eigenvalues over 1 when using exploratory factor analysis (EFA) to examine its structure. Thus,
the two latent variables of PE and PC, which were respectively loaded on the two observed variables,
were incorporated into the structural model independently.
The final questionnaire included two sections. The first section included 30 items to assess 10
constructs. The second section collected information about demographic characteristics. Detailed
items are provided in Appendix A.
Common method bias (CMB) is considered to be a potential problem in behavioral research,
which may compromise the credibility of the data analysis results [58,59]. There was concern that
CMB may have inflated the results here, i.e., the relationships between the variables, because this
study used self-reported data and the participants responded to the items in a single questionnaire
at the same point in time. Harman’s single factor test and the unmeasured latent marker construct
(ULMC) are widely used to address this question [58,60–63]. In the current study, the variance that
was explained by the first principal component was only 29.55%. The ULMC method compared the
coefficient of determination (R2) with a CMB variable to the R2 without a CMB variable, and revealed
Purchase
behavior
Subjective norms
Perceived
behavior control
Attitude toward
organic food
Purchase attitude
Perceived
trustworthiness
Identity
expressiveness
Purchase
intention
Household income
H2
H3
H5
H4
H7a
Beliefs
H1
H6a
H7b
H6b
H6c
Figure 1. The conceptual model.
3. Materials and Methods
3.1. Measurements of the Constructs
The constructs were assessed based on Ajzen’s recommendations and the existing literature in
their related fields [18,19,29,41,43,50–54].
In order to estimate the content validity, an expert panel, including one professor, two associate
professors, three Ph.D. candidates, and two masters candidates, was developed. First, we explained
the study objective, the concepts regarding the instrument, and the contents of the assessment. Second,
a focus group discussion with the experts was organized. Third, at their suggestion, two scales that
were used to measure beliefs relating to “animal concern” and “religion” were removed from the
survey. Finally, a pilot test was conducted among 31 consumers from Changchun city in northeast
China. Except for the construct of perceived behavior control (PBC), the reliability of each construct was
satisfactory, with a Cronbach’s value of above 0.7 [55]. Similar to many other studies, such as those of
Urban et al. [56] and Bai et al. [57], the Cronbach’s value of PBC, measured as a combination of perceived
easiness (PE) and perceived control (PC), was lower, and two dimensions had eigenvalues over 1 when
using exploratory factor analysis (EFA) to examine its structure. Thus, the two latent variables of PE
and PC, which were respectively loaded on the two observed variables, were incorporated into the
structural model independently.
The final questionnaire included two sections. The first section included 30 items to assess
10 constructs. The second section collected information about demographic characteristics. Detailed
items are provided in Appendix A.
Common method bias (CMB) is considered to be a potential problem in behavioral research,
which may compromise the credibility of the data analysis results [58,59]. There was concern that CMB
may have inflated the results here, i.e., the relationships between the variables, because this study used
self-reported data and the participants responded to the items in a single questionnaire at the same
point in time. Harman’s single factor test and the unmeasured latent marker construct (ULMC) are
widely used to address this question [58,60–63]. In the current study, the variance that was explained
by the first principal component was only 29.55%. The ULMC method compared the coefficient of
determination (R2) with a CMB variable to the R2 without a CMB variable, and revealed that 60% of
the average variance of the measures was explained by their associated construct, and only 7.5% was
explained by ULMC. This result also indicates that CMB was not a major problem here [64–66].
3.2. Data Collection and Sample
A national survey was carried out in mainland China. Participants over 18 years of age were
approached by adopting a non-probability sampling method. This method does not allow each
individual to have the same probability of selection, but it is widely used in social science studies [67],
and it has been shown to be comparable to probability sampling [68]. A total of 17 investigators,
7. Sustainability 2019, 11, 3045 7 of 18
including the corresponding author and 16 postgraduate students from Jilin University who were
introduced to the objective of this study and trained in the investigation techniques, completed the
interviews. In the urban areas, the interviewers visited large shopping centers and supermarkets,
due to the intense circulation of consumers. The participants were asked to complete a questionnaire
independently, and to return it to the interviewers. The questionnaire typically took 20–30 min to
complete. In rural areas, the participants were visited and surveyed in their households or on farms. A
large percentage of the rural population interviewed was illiterate or semiliterate, so the interviewers
read each question and response aloud, and helped the participants to complete the questionnaire.
The face-to-face interview in rural areas usually took 40–60 min. Previous studies have found that
female Chinese consumers living in urban areas and with higher educational levels are more likely to
purchase organic food [69,70]. Thus, although we used a convenience sampling method, we increased
the quotas for female consumers with high education levels living in urban areas, in order to gain a
sample composition that resembled the population of reference.
A total of 1750 respondents were interviewed. Of them, 1162 (66.4%) indicated that they knew
about organic food, and that they could correctly identify organic food labels from among four labels,
i.e., organic, green, conversion to organic, and pollution-free food. To guarantee data quality, the
objective of the survey was explained, and anonymity and confidentiality were assured. A USB flash
drive was given to each urban participant, and a thermal travel mug to each rural participant after
survey completion.
Any missing responses, whether in the scale section or the demographic section, were excluded
from the results. After sorting, 1033 questionnaires were confirmed to be valid, with a completion
rate of 88.9% (1033 out of 1162). However, only 29 of them were completed by consumers who were
over 55 years of age. One major reason for this is that many older interviewees did not know about
organic food, and therefore, they could not complete the questionnaire. These 29 responses were not
included in the following analysis, because such a sample size was too small to be representative of
that particular demographic.
As shown in Table 2, 68.3% of the respondents were between 18 and 35 years of age, 53.9% were
female, 46.5% graduated from college or higher, 57.9% were married, 54.9% claimed a monthly income
of less than 3000 Chinese Yuan, 76.7% resided in urban areas, and 75.6% lived either with elders of
60+ years of age, or with kids below 12 years of age.
Table 2. Demographic characteristics of the sample (n = 1004).
Demographic Characteristics Category Percentage (%)
Age 18–35 68.3
36–55 31.7
Gender Male 46.1
Female 53.9
Educational level Junior high school or below 13
Senior high school 40.5
College and above 46.5
Marital status Unmarried 41.2
Married without children 22.6
Married with children 35.3
Others 0.9
Per capita household monthly income No more than 3000 54.9
(Chinese Yuan) 3001–5000 32.9
5001–10,000 10
>10,000 2.2
Place of residence Urban 76.7
Rural 23.3
Primary food purchaser or not Yes 35.9
No 64.1
Living with the elders of 60+ years of age or with kids
below 12 years of age
Yes 75.6
No 24.4
You buy organic foods: For yourself to eat 17.1
For your family (such as the kids or elders) to eat 71.5
As a gift for others 11.4
8. Sustainability 2019, 11, 3045 8 of 18
3.3. Data Analysis
Because the attitude toward organic food is influenced by many behavioral beliefs, we first used
stepwise regression to test the influences of eight candidate beliefs, to identify the significant beliefs
that contribute to the attitudes of Chinese consumers. The final model only included the beliefs that
significantly contributed to Chinese consumer attitudes.
Second, because structural equation modeling (SEM) allows researchers to test a measurement
model and a structural model simultaneously [71], the antecedents of purchase attitude and purchase
intention were tested based on SEM analysis. Fit indices and goodness-of-fit (GFI) criteria together, as
recommended and used by many researchers, were utilized to determine whether the hypothesized
models gave an acceptable representation of the data. The predictors represented by one item, such as
income, were fixed to 20% of the item’s total variance, which is typical for survey measures [72–74].
Finally, because there are only two possible dependent variables of purchasing behavior (“purchase”
or “not purchase”), binary logistic regression and moderated regression analysis (MRA) were used to
confirm the antecedents, and to test the moderating effects of household income.
LISREL 8.70 was used for the confirmatory factor analysis (CFA) and SEM analysis. SPSS 22.0
was used to perform all of the other analyses.
4. Results
4.1. From Belief to Attitude
Considering “Tolerance” > 0.1, the “Variance Inflation Factor (VIF)” < 10 of each variable, and
an examination of the correlation matrix suggested that any two variables had a bivariate correlation
<0.7, and there was no existence of multicollinearity. The three new beliefs significantly predicted
the attitude toward organic food, and the belief that organic food is “safer” alone made the biggest
contribution (37.8%); thus, H1 was validated. The results are shown in Table 3.
Table 3. Stepwise regression of beliefs and attitudes toward organic food.
Beliefs Standard β t Adjusted R2 F Tolerance
Variance
Inflation
Factor (VIF)
Safer 0.378 11.910 ** 0.565 1.77
More environmentally friendly 0.167 5.478 ** 0.61 1.64
Luxuries for the rich 0.148 5.646 ** 0.822 1.216
More nutritious 0.125 4.687 ** 0.798 1.254
More upscale 0.113 4.154 ** 0.763 1.311
Marketing hype −0.108 −4.043 ** 0.43 127.365 ** 0.793 1.262
Note: ** p < 0.01.
4.2. From Attitude to Purchase Intention
The EFA revealed that each construct was one-dimensional, and that over 50% of the variance
could be explained by a single factor. The CFA model provided a good fit: χ2 (df = 120) = 863.05 with
p = 0.00, the goodness-of-fit index (GFI) = 0.917, comparative fit index (CFI) = 0.968, Root Mean Square
Error of Approximation (RMSEA) = 0.079, non-normed fit index (NNFI) = 0.954, standardized root
mean square residual (SRMR) = 0.044. Although χ2 was significant and the ratio of χ2/df = 7.19 was
slightly higher than recommended (≤5), these results might have been caused by the large sample
size. All of the standardized loadings were over 0.6 and significantly related to their underlying
factors. The composite reliability (CRs) for all of the constructs ranged from 0.73 to 0.87, the average
variances extracted (AVEs) ranged from 0.55 to 0.73, and their square roots were higher than the
squared correlation between each pair of constructs, as shown in Table 4. Therefore, as suggested by
Hair et al., convergent and discriminant validity were supported [75].
9. Sustainability 2019, 11, 3045 9 of 18
Table 4. Pearson correlations between the variables, square root of the average variance extracted
(AVE), mean, and standard deviation.
Variable Att PAtt IE SN PE PBC PT Inc Pri Pint Mean S.D.
Att a 4.10 0.94
PAtt 0.584 * 0.756 3.83 0.75
IE 0.167 * 0.242 * 0.857 2.93 0.96
SN 0.505 * 0.589 * 0.262 * 0.742 3.70 0.73
PE a −0.105 * −0.208 * −225 * −0.166 * 2.51 0.92
PBC a 0.361 * 0.417 * 0.072 ** 0.504 * −0.146 * 3.89 1.03
PT 0.419 * 0.448 * 0.296 * 0.508 * −0.055 0.375 * 0.760 3.45 0.71
Inc a 0.138 * 0.252 * 0.243 * 0.299 * −101 * 0.220 * 0.259 * – – – –
Pri 0.302 * 0.261 * −0.027 0.322 * −0.096 * 0.354 * 0.122 * 0.087 * 4.46 0.85
Pint 0.436 * 0.562 * 0.225 * 0.436 * −0.044 0.311 * 0.430 * 0.293 * 0.179 * 0.762 3.46 0.83
Note: Constructs marked with a superscript ‘a’ include only one item. All correlations with one asterisk were
significant at p < 0.01, and all correlations with two asterisks were significant at p < 0.05. Except for the single-item
constructs, the bold numbers on the diagonal are the square roots of AVE.
SEM offered an acceptable representation of the data. These antecedents predicted the purchase
attitude (R2 = 0.70) and purchase intention (R2 = 0.58) to a higher extent, respectively. The attitude was
positively related with purchase attitude, and the purchase attitude made the largest contribution to the
purchase intention, which was consistent with H2 and H3. Identity expressiveness significantly and
positively influenced purchase intention, and thus, H4 was confirmed. Furthermore, after including it,
the model explanatory power increased by 0.7%. Subjective norms were the most important influencers
of purchase attitude, and H5 was supported. Perceived trustworthiness contributed nothing to the
prediction of purchase attitude, and H6a was not supported, but it was consistent with H6b, and it
significantly influenced purchase intention. Household income, following purchase attitude, made the
second-largest contribution to purchase intention, consistent with H7a. Finally, perceived easiness
made the fourth largest contribution, meaning that perceived obstacles or difficulties would hinder
consumers from turning purchase attitudes into intentions. The results are shown in Figure 2.
Sustainability 2019, 11, x FOR PEER REVIEW 10 of 19
important influencers of purchase attitude, and H5 was supported. Perceived trustworthiness
contributed nothing to the prediction of purchase attitude, and H6a was not supported, but it was
consistent with H6b, and it significantly influenced purchase intention. Household income, following
purchase attitude, made the second-largest contribution to purchase intention, consistent with H7a.
Finally, perceived easiness made the fourth largest contribution, meaning that perceived obstacles or
difficulties would hinder consumers from turning purchase attitudes into intentions. The results are
shown in Figure 2.
Note: * Significant at p < 0.05 (two-tailed); ** Significant at p < 0.01 (two-tailed). The relationships between
variables connected by dotted lines were not significant. Standardized solution, N = 1004. Model fit: χ2 (df = 125)
= 880.12, comparative fit index (CFI) = 0.967, Root Mean Square Error of Approximation (RMSEA) = 0.078 (90%
confidence interval: 0.073–0.083), the goodness-of-fit index (GFI) = 0.915, non-normed fit index (NNFI) = 0.955,
standardized root mean square residual (SRMR) = 0.045.
Figure 2. Antecedents of purchase attitude and purchase intention.
4.3. The Mediation Function of Purchase Attitude
The mediation function of purchase attitude revealed the generative influence mechanism from
subjective norms to purchase intention [76]. All of the items that were used to measure the variables
of subjective norms, purchase attitude, and purchase intention were normally distributed (with a
skewness index range < |3.00| and a kurtosis index < |7.00| [77]). The procedures proposed by Baron
and Kenny, which were often used to verify the mediation function of a variable [78–80], were used
to test the mediation role of purchase attitude [76]. According to Baron and Kenny‘s method, three
models were built and analyzed, as shown in Figure 3. All of the coefficients in model 1 and model 2
Subjective norms
Perceived
i
Perceived control
Attitude toward
organic food
Purchase attitude
toward organic
food
Perceived
trustworthiness
Identity
expressiveness
Purchase
intention toward
organic food
0.61**
0.42**
0.18**
0.08*
0.49**
Income 0.19*
R2
= 0.58
R2
= 0.70
H2
H3
H4
H5
H6a
H6b
0.13*
H7a
Perceived
Behavior
Control
Figure 2. Antecedents of purchase attitude and purchase intention. Note: * Significant at p < 0.05
(two-tailed); ** Significant at p < 0.01 (two-tailed). The relationships between variables connected by
dotted lines were not significant. Standardized solution, N = 1004. Model fit: χ2 (df = 125) = 880.12,
comparative fit index (CFI) = 0.967, Root Mean Square Error of Approximation (RMSEA) = 0.078
(90% confidence interval: 0.073–0.083), the goodness-of-fit index (GFI) = 0.915, non-normed fit index
(NNFI) = 0.955, standardized root mean square residual (SRMR) = 0.045.
4.3. The Mediation Function of Purchase Attitude
The mediation function of purchase attitude revealed the generative influence mechanism from
subjective norms to purchase intention [76]. All of the items that were used to measure the variables
of subjective norms, purchase attitude, and purchase intention were normally distributed (with a
skewness index range < |3.00| and a kurtosis index < |7.00| [77]). The procedures proposed by Baron
10. Sustainability 2019, 11, 3045 10 of 18
and Kenny, which were often used to verify the mediation function of a variable [78–80], were used
to test the mediation role of purchase attitude [76]. According to Baron and Kenny‘s method, three
models were built and analyzed, as shown in Figure 3. All of the coefficients in model 1 and model
2 were significant. However, in model 3, the coefficients from purchase norm to purchase attitude,
and from purchase attitude to purchase intention were significant, but the coefficient from subjective
norms to purchase intention was not significant, indicating that purchase attitude fully mediated the
relationship between subjective norms and purchase intention. In addition, as shown in Table 5, all of
the models provided acceptable representations of the data.
4.3. The Mediation Function of Purchase Attitude
The mediation function of purchase attitude revealed the generative influence mechanism from
subjective norms to purchase intention [76]. All of the items that were used to measure the variables
of subjective norms, purchase attitude, and purchase intention were normally distributed (with a
skewness index range < |3.00| and a kurtosis index < |7.00| [77]). The procedures proposed by Baron
and Kenny, which were often used to verify the mediation function of a variable [78–80], were used
to test the mediation role of purchase attitude [76]. According to Baron and Kenny‘s method, three
models were built and analyzed, as shown in Figure 3. All of the coefficients in model 1 and model 2
were significant. However, in model 3, the coefficients from purchase norm to purchase attitude, and
from purchase attitude to purchase intention were significant, but the coefficient from subjective
norms to purchase intention was not significant, indicating that purchase attitude fully mediated the
relationship between subjective norms and purchase intention. In addition, as shown in Table 5, all
of the models provided acceptable representations of the data.
Subjective
norm
Purchase
intention
0.39**
Model 1
Subjective
norm
Purchase
attitude
Purchase
intention
0.48** 0.56**
Model 2
Subjective
norm
Purchase
attitude
Purchase
intention0.49**
-0.08
0.61**
Model 3
Figure 3. Results of the mediation effects. Note: ** Significant at p < 0.01 (two-tailed).
Table 5. Fit index of the mediation function analysis.
Fit χ2 df χ2/df CFI GFI NNFI RMSEA SRMA AIC
Model 1 1072.43 127 8.44 0.96 0.9 0.94 0.086 0.059 1198.43
Model 2 881.94 126 7 0.97 0.92 0.96 0.077 0.045 1009.94
Model 3 880.12 125 7.04 0.97 0.92 0.96 0.078 0.045 1010.12
4.4. From Purchase Intention to Purchase Behavior
If the i-th respondents had once purchased organic food before the survey, we defined yi = 1;
otherwise, yi = 0. First, the main effects were tested in model 1, and then, an MRA was conducted to
test the moderating effects of household income (model 2). From here, the indicators that were used to
measure the constructs of purchase intention and perceived trustworthiness were summed up and
divided by the number of indicators, and the results were then used for the data input. An exception
was made for the construct of purchase behavior, where the data were standardized before the analysis.
The standard score was calculated by determining the difference between the original score and the
mean score, and then dividing it by the standard deviation.
Table 6 summarizes the logistic regression results. The HL test indicated that the goodness-of-fit
for either one was satisfactory. Household income (standard β = 0.502, p < 0.001) was found to be
the most important predicator of purchase behavior, and therefore, H7b was supported. Perceived
easiness (standard β = 0.371, p < 0.001) and purchase intention (standard β = 0.363, p < 0.001) were the
second- and third most important and positive predictors, respectively. Thus, organic food purchasers
in China are those with higher household incomes and stronger purchase intentions, who perceive
organic food as being easier to purchase. Moreover, the interaction of income and purchase intention
was positively related, meaning that the higher the household income, the stronger the relationship
between purchase intention and purchase behavior. Surprisingly, perceived control significantly but
negatively correlated with purchase behavior, and the possible reasons for this result are discussed in
the next section.
11. Sustainability 2019, 11, 3045 11 of 18
Table 6. Results of the main effects and the moderating effects for income, using binary logistic regression.
Model 1 Model 2
Standard
β
S.E. p
95% C.I. for EXP
(b)
Standard
β
S.E. p
95% C.I. for EXP
(b)
Lower Upper Lower Upper
PInt 0.378 0.094 0.000 * 1.212 1.756 0.363 0.095 0.000 ** 1.193 1.733
PE 0.366 0.077 0.000 ** 1.239 1.678 0.371 0.079 0.000 ** 1.241 1.691
PC −0.37 0.088 0.000 ** 0.581 0.82 −0.366 0.089 0.000 ** 0.583 0.825
Inc 0.546 0.079 0.000 ** 1.481 2.015 0.502 0.084 0.000 ** 1.402 1.946
PT 0.056 0.093 0.546 0.881 1.269 0.048 0.093 0.602 0.875 1.259
(Constant) −1.203 0.081 0.000 **
Pint *Inc 0.206 0.096 0.032 * 1.018 1.484
PE *Inc 0.031 0.082 0.704 0.878 1.212
PC *Inc −0.148 0.092 0.107 0.72 1.032
PT *Inc 0.025 0.091 0.785 0.857 1.226
(Constant) −1.217 0.085 0
HL test χ2 = 10.70, df = 8, p = 0.219 χ2 = 12.97, df = 8, p = 0.113
Nagelkerke
R2
0.154 0.163
Note: The significant variables are in bold. ** p <0.01; * p <0.05. Prediction accuracy of model 1: 76.5%; prediction
accuracy of model 2: 77.4%.
5. Discussion
5.1. Outcomes of the Classical TPB Variables
The important role of the individual purchase attitude in shaping a potential purchase was proven,
because it was not only the strongest predictor of purchase intention, but it also completely mediated
the relationship between subjective norms and purchase intention, consistent with the results of a
recent meta-analysis [17].
Perceived easiness had a significant and positive influence on both purchase intention and behavior,
in the current study. Additionally, perceived control significantly influenced the purchase behavior,
but the influence was negatively correlated, which was not in line with the general expectations of
TPB [26] and the findings of a recent meta-analytical study [17]; however, these results were consistent
with the study of Urban et al., who found a negative effect of the controllability facet of PBC on Czech
consumers’ organic food purchase intention [56]. As discussed by Urban et al., one possible explanation
is that those who purchase organic foods are more aware of the obstacles to buying them [56]. Other
possible explanations include the following. First, individuals might underestimate the impact of
external factors, e.g., stress from families or peers regarding their purchases. Second, it is possible
that people are more accurate in their perceptions of perceived easiness, relative to their perceptions
of the perceived level of control [81]. Third, some respondents might have misinterpreted the item
used to measure perceived control, and believed that it was measuring whether they were a person of
authority. Under the influence of face consciousness, they inaccurately overestimated the extent to
which organic food purchase is volitional.
5.2. Outcomes of the New Variables Identified by the Authors
Beliefs concerning safety and environmental friendliness still occupy the top two consumer
considerations, consistent with Thøgersen and Zhou [79], and Chen [82]. However, although previous
studies, such as that of Loebnitz and Aschemann-Witzel [83], have suggested that the existence and
content of Chinese consumers’ beliefs toward organic food were similar to those of Western consumers,
the current study found three unique beliefs—that organic foods are “luxuries for the rich”, “upscale”,
and the objects of “marketing hype”—for the first time. Some Chinese consumers are concerned not
only with purchasing the best product, but also the most upscale, and purchasing organic products has
become a symbol of a consumption upgrade [30]. Additionally, considering that most respondents
purchase organic food as gifts, for example, 71.5% of families and 11.4% of other respondents in our
12. Sustainability 2019, 11, 3045 12 of 18
survey, the influence of social pressure, or the desire for improved social standing may also influence
this trend.
Taste was proven to have no significant influence. Based on its low mean score (3.51 out of 5),
it is safe to conclude that many Chinese consumers do not believe that organic food tastes superior,
which is similar to the findings of Chen [82], who reported that Taiwanese consumers consider the taste
of organic food to be poor, as well as the conclusions of Loebnitz and Aschemann-Witzel [83], who
indicated that Chinese consumers’ taste expectations for organic foods are not significantly different
from their expectations regarding non-organic foods.
Another key finding is the crucial role of subjective norms, whose influences on purchase intention
were totally mediated by purchase attitude, and which might be underestimated and simplified
in previous studies. Previous studies reported that despite Chinese culture being characterized by
collectivism, Chinese consumers’ intention to buy organic food seems to depend primarily on purchase
attitude, whereas social norms play no role [19,20]. The current study, however, provides a new
understanding, where perceived social pressure indirectly affects purchase intention by exerting an
influence on the purchase attitude. This finding is consistent with that of Al-Swidi et al. [23], and
it tested the meta-analytic inferences of Scalco et al., who reported that subjective norms not only
shape individual intention to buy organic food, but also directly influence the purchase attitude [17].
Similarly, Müller and Gaus reported that negative information about fraud, and misapprehensions
regarding organic food do not affect behavioral intentions directly, but they are almost fully mediated
by attitude [84]. Negative information is also a kind of social norm, i.e., influences from the mass media.
Furthermore, in the current study, household income was proven to be the second most important
predicator of purchase intention, and the most important predictor of actual purchase. Meanwhile, the
interaction between purchase intention and income is also positively significant. All together, these
results confirm that economic status is still constraining Chinese consumers in purchasing organic
food. In short, the decision to purchase organic food depends not only on an individual’s perceptions,
but also on their ability to afford it. Chen et al. have reported that among demographic variables, only
“income” demonstrates a weak but significant correlation with Chinese urban consumers’ purchase
intentions toward organic food [42]. Yin et al. revealed that annual income has a positive effect on
Chinese consumers’ willingness to purchase organic food [29]. Thøgersen and Zhou found that family
income accounts for 8% of the additional explained variance of purchase behavior toward organic
food [19].
Additionally, the current study suggests that perceived trustworthiness directly influences
purchase intention, but it has no influence on purchase attitude and behavior. Soyez et al. found that
after controlling other variables, trust influences purchase intention toward organic food in Germany
and Ukraine, and it influences buying behavior in Germany, but it has no influence in the United States
and Canada [85]. These results suggest that trust may influence different links in different scenarios.
In China, perceived trustworthiness is an important predictor of purchase intention, indicating the
intention has been hampered by distrust in the organic food system, including the regulation and
certification systems, due to the presence of counterfeit organic food [7,29,47,69,86].
Finally, this study verified the influence of identity expressiveness. A recent study by Hodgins
and Fraser revealed that, in Canada, one barrier faced by alternative food businesses in providing
wider access to low-income consumers is “stigmas” [87]. The surveyed low-income consumers were
unwilling to shopping at alternative food spaces, because they perceived these places as “elite”, “fancy
place[s]”, or “for certain folks”. This perception is a type of social barrier; that is, low-income consumers
do not believe that they belong to the social group that shops at such places. In the current study,
however, some respondents classified themselves as being the type of people that should consume
organic food. In fact, both studies confirmed the important influence of identity expressiveness.
Significantly however, the impact of identity expression on purchase intention was minor, which
differed from our expectations. One reason for this may be that only two items were used to evaluate
this issue, and they may not have measured the constructs effectively enough. In future studies,
13. Sustainability 2019, 11, 3045 13 of 18
more items expressing “personal values”, “personality”, “concern, and love to myself/my parents or
children”, and “compatible with how I like to think of myself” could be used after in-depth interviews
with representative consumers.
5.3. Marketing Implications
With the continued increase in the incomes and consumption levels of Chinese consumers, food
nutrition and food safety have attracted increased attention, and the market for organic food has great
potential for its development. When companies market organic food in China, they should focus
on high-income consumers first and foremost, and launch marketing activities that are directed at
consumers who are concerned with purchasing luxury and high-end products, while designing their
advertising and spokespeople to appeal to this target audience.
Moreover, international marketers can tailor such media campaigns by emphasizing the qualities
that differentiate organic food from non-organic food, and by inviting well-known people who have
already been established as having good taste in food to act as spokespeople, in order to satisfy
the demands of consumers who are hoping to demonstrate good taste and social status by buying
organic food.
Furthermore, organic food companies should consider sharing the health and environmental
benefits of organic food with their consumers, to generate more positive attitude toward organic food,
which will thus translate into increased sales of organic food.
Moreover, international agribusinesses need to capitalize on the importance of social influence
in the formation of purchase attitudes, by identifying and targeting influencers for word-of-mouth
marketing, and portraying conversations between typical consumers in real-life situations in their
advertising [44].
Additionally, considering that this study verified the influence of identity expressiveness on the
purchasing of organic food, and also the fact that many Chinese consumers purchase organic food as
gifts, organic food producers should invest in the packaging design and product imagery of organic
foods, paying specific attention to the social attributes of such packaging, and advertising organic food
as a means of expressing concern for and love to others.
Finally, considering the general distrust of many Chinese consumers regarding the legitimacy of
food and certification labels [88–90], strong export opportunities exist for international agribusinesses
if they can gain consumer trust. For example, marketers can demonstrate the quality of their products
by being transparent about production and processing procedures, and by selling products in outlets
that are trusted by Chinese consumers. Meanwhile, trust in the organic food system might begin to be
restored if marketers and regulators cooperate to reduce counterfeit branding, increase transparency of
information, and develop means for directly interacting with consumers. Furthermore, labels bearing
the country of origin are an important basis for Chinese consumers’ food purchasing decisions, and
therefore, marketers can achieve legitimacy by obtaining the approval of organic certification agencies
in countries whose food safety systems are perceived to be, regulated, modern, and effective.
6. Conclusions, Limitations, and Future Research
The belief that organic food is safer than non-organic food was confirmed to still be the most
important factor in predicting attitudes toward organic food. However, in addition to the traditional
perceptions of organic food, the three unique viewpoints—that organic foods are “luxuries for the rich”,
“upscale”, and objects of “marketing hype”—were verified for the first time here. Social influences
were proven to be crucial to the formation of purchase attitude, and the latter was found to be the
strongest predictor of purchase intention, totally mediating the relationship between subjective norms
and purchase intentions. Perceived trustworthiness had no direct influences on purchase attitude and
actual behavior, but it was determined to be an important predictor of purchase intention. Additionally,
identity expressiveness was confirmed for the first time to play a minor but significant role in purchase
14. Sustainability 2019, 11, 3045 14 of 18
intention. Finally, household income was found to not only be the second most important predicator
of purchase intention, but also the most important predictor of purchase behavior.
This study had some limitations, however, and further research is recommended. The sample
was comprised mostly of young respondents, which may have contributed to the low variation in the
responses. Random sampling should be used, to avoid sampling errors in future studies. Another
limitation was the lack of correspondence between the items that were used to measure purchase
intention and purchase behavior. A third limitation involved the concepts of perceived easiness
and perceived behavioral control, as they were each measured by only one item, respectively; the
concept of identity expressiveness also needed to be measured by including more items. In future
studies, these antecedents and their influences on organic purchase should be identified and verified
by using quality–quantity mixed methods. Additionally, the pricing of organic food could be studied
by adopting the choice experiment method. Finally, how to improve or restore the trust of Chinese
consumers in the domestic organic food system remains an issue that must be resolved.
Author Contributions: Conceptualization, L.B. and S.G.; Data curation, S.G.; Formal analysis, L.B.; Funding
acquisition, L.B.; Investigation, S.G. and M.W.; Methodology, L.B. and M.W.; Project administration, L.B.; Resources,
L.B.; Software, L.B. and M.W.; Supervision, S.G.; Validation, L.B. and M.W.; Visualization, L.B.; Writing—original
draft, L.B.; Writing—review and editing, M.W. and S.G.
Funding: The study is supported by the National Natural Science Foundation of China, China (71573103), and the
Seed Foundation of Jilin University, China (2017zz032). However, the opinions expressed here do not reflect those
of the funding agencies.
Conflicts of Interest: The authors declare no conflicts of interest.
Appendix A
Table A1. Measurement of constructs, item sources and descriptive statistics.
Constructs (Cronbach’s Value) Items Mean
Standard
Deviation
Beliefs (Bi) [21,22,39,43]
Safer 4.24 0.97
More environmentally friendly 4.14 1.03
More nutritious 4.06 1.13
Luxuries for the rich 3.80 1.25
Fewer categories 3.68 1.07
Tastier 3.51, 1.19
More upscale 3.47 1.17
Marketing hype 2.96 1.16
Attitudes (Att) [40]
Do you agree that organic foods are better than non-organic foods
in general?
4.10 0.94
Purchase attitudes (PAtt) [21]
(0.78)
Attitude toward purchasing organic foods is extremely
bad—extremely good
3.94 0.74
Extremely unpleasant—extremely pleasant 3.54 1.08
I am strongly against–strongly for buying organic foods 4.00 0.85
Identity expressiveness (IE) [31,44]
(0.84)
I think the people around me think purchasing organic foods
conforms to my taste and identity.
3.02 0.98
Purchasing organic foods makes me feel superior. 2.84 1.09
Subjective norms (SN) [21,22,40]
(0.77)
Those who influence your behaviors, such as family, close friends,
and partners, think purchasing organic foods is extremely
bad–extremely good.
3.56 0.72
Those who influence your behaviors, such as family, close friends,
and sex partners, think you should purchase organic foods.
3.76 0.86
Generally speaking, I do what these important others think I
should do.
3.77 1.05
Perceived easiness (PE) [21,40] I could easily buy organic foods if I wanted to. 2.50 0.92
Perceived control (PC) [21,40] I perceive I have a total control over the purchase of organic foods. 3.89 1.03
15. Sustainability 2019, 11, 3045 15 of 18
Table A2. Measurement of constructs, item sources and descriptive statistics.
Constructs (Cronbach’s Value) Items Mean
Standard
Deviation
Perceived trustworthiness (PT) [41,42]
(0.87)
How much do you trust: Organic farmers? (totally
distrust—totally trust)
3.45 0.86
Organic processing enterprises? (totally distrust—totally trust) 3.28 0.92
Government agencies that regulate organic foods? (totally
distrust—totally trust)
3.45 0.94
Organic certification authorities? (totally distrust —totally trust) 3.51 0.87
Organic foods, in general? (totally distrust—totally trust) 3.55 0.75
Household income (Inc)
Your household monthly income per capita is: no more than RMB
3000 (1); 3001–5000 (2); 5001–10,000 (3); more than 10,000 (4).
1.60 0.76
Purchase intention (PInt) [24,40]
(0.72)
I intend to purchase organic foods during the next week. 3.24 1.03
I intend to purchase organic foods at the next food purchase. 3.69 0.83
Purchase behavior (PBeh) [40]
During the one-month period prior to the survey, have you once
purchased organic foods? “1”—Yes; “0”—No.
0.26 0.44
References
1. Rana, J.; Paul, J. Consumer Behavior and Purchase Intention for Organic Food: A Review and Research
Agenda. J. Retail. Consum. Serv. 2017, 38, 157–165. [CrossRef]
2. Lairon, D. Nutritional quality and safety of organic food. A review. Agron. Sustain. Dev. 2009, 30, 33–41.
3. Brzezina, N.; Kopainsky, B.; Mathijs, E. Can organic farming reduce vulnerabilities and enhance the resilience
of the European food system? A critical assessment using system dynamics structural thinking tools.
Sustainability 2016, 8, 971. [CrossRef]
4. Crandall, P.G.; Seideman, S.; Ricke, S.C.; O’Bryan, C.A.; Fanatico, A.F.; Rainey, R. Organic poultry: consumer
perceptions, opportunities, and regulatory issues. J. Appl. Poult. Res. 2009, 18, 795–802.
5. Liu, R.; PieniaK, Z.; Verbeke, W. Consumers’ attitudes and behavior towards safe food in China: A review.
Food Control 2013, 33, 93–104. [CrossRef]
6. Bai, L.; Gong, S. Consumer knowledge, attitude and behavior toward food safety. In Food Safety in China:
Science, Technology, Management and Regulation; Jen, J., Chen, J., Eds.; Wiley-Blackwell Inc.: Oxford, UK, 2017.
7. Chen, J.; Lobo, A.; Rajendran, N. Drivers of organic food purchase intentions in mainland China—Evaluating
potential customers’ attitudes, demographics and segmentation. Int. J. Consum. Stud. 2014, 38, 346–356.
[CrossRef]
8. Ayyub, S.; Wang, X.H.; Astif, M.; Ayyub, R.M. Antecedents of Trust in Organic Foods: The Mediating Role of
Food Related Personality Traits. Sustainability 2018, 10, 3597. [CrossRef]
9. Wang, X.H.; Pacho, F.; Liu, J.; Kajungiro, R. Factors Influencing Organic Food Purchase Intention in
Developing Countries and the Moderating Role of Knowledge. Sustainability 2019, 11, 209. [CrossRef]
10. Wai, O.K. Organic Asia 2015. In The World of Organic Agriculture. Statistics and Emerging Trends 2016;
Helga, W., Lernoud, J., Eds.; Research Institute of Organic Agriculture (FiBL), Frick, and IFOAM—Organics
International: Bonn, Germany, 2016; pp. 172–181.
11. Lernoud, J.; Willer, H. Current statistics on organic agriculture worldwide: Area, producers, markets and
selected crops. In The World of Organic Agriculture. Statistics and Emerging Trends 2016; Helga, W., Lernoud, J.,
Eds.; Research Institute of Organic Agriculture (FiBL), Frick, and IFOAM—Organics International: Bonn,
Germany, 2016; pp. 34–116.
12. McCarthy, B.; Liu, H.; Chen, T. Trends in organic and green food consumption in China: Opportunities and
challenges for regional Australian exporters. J. Econ. Soc. Policy 2015, 17, 6–31.
13. Sahota, A. The global market for organic food & drink. In The World of Organic Agriculture. Statistics and
Emerging Trends 2016; Helga, W., Lernoud, J., Eds.; Research Institute of Organic Agriculture (FiBL), Frick,
and IFOAM—Organics International: Bonn, Germany, 2016; pp. 133–138.
14. Wu, L.; Yin, S.; Xu, Y.; Zhu, D. Effectiveness of China’s organic food certification policy: Consumer preferences
for infant milk formula with different organic certification labels. Can. J. Agric. Econ. 2014, 62, 545–568.
[CrossRef]
15. Wang, C.; Lei, L. Type of Consumer Health-Enhancing Behaviors and Its Formation Mechanism. Adv. Psychol.
Sci. 2015, 23, 679–689. [CrossRef]
16. Sustainability 2019, 11, 3045 16 of 18
16. Wang, N.; He, J. Influence factors of decision on organic food purchase. Consum. Econ. 2016, 32, 73–78.
(In Chinese)
17. Scalco, A.; Noventa, S.; Sartori, R.; Ceschi, A. Predicting organic food consumption: A meta-analytic structural
equation model based on the theory of planned behavior. Appetite 2017, 112, 235–248. [CrossRef] [PubMed]
18. Chen, M. Consumer attitudes and purchase intentions in relation to organic foods in Taiwan: Moderating
effects of food-related personality traits. Food Qual. Prefer. 2007, 18, 1008–1021. [CrossRef]
19. Thøgersen, J.; Zhou, Y. Chinese consumers’ adoption of a ‘green’ innovation–The case of organic food. J.
Mark. Manag. 2012, 28, 313–333. [CrossRef]
20. Zhou, Y.; Thøgersen, J.; Ruan, Y.; Huang, G. The moderating role of human values in planned behavior: The
case of Chinese consumers’ intention to buy organic food. J. Consum. Mark. 2013, 30, 335–344. [CrossRef]
21. Jin, B.; Kang, J.H. Face or subjective norm? Chinese college students’ purchase behaviors toward foreign
brand jeans. Cloth. Text. Res. J. 2010, 28, 218–233. [CrossRef]
22. Lee, C. Modifying an American Consumer Behavior Model for Consumers in Confucian Culture. J. Int.
Consum. Mark. 1991, 3, 27–50. [CrossRef]
23. Al-Swidi, A.; Sheikh, M.R.H.; Haroon Hafeez, M.; Mohd, N.M.S. The role of subjective norms in theory of
planned behavior in the context of organic food consumption. Br. Food J. 2014, 116, 1561–1580. [CrossRef]
24. Yadav, R.; Pathak, G.S. Intention to purchase organic food among young consumers: Evidences from a
developing nation. Appetite 2016, 96, 122–128. [CrossRef]
25. Tarkiainen, A.; Sundqvist, S. Subjective norms, attitudes and intentions of Finnish consumers in buying
organic food. Br. Food J. 2005, 107, 808–822. [CrossRef]
26. Fishbein, M.; Ajzen, I. Predicting and Changing Behavior: The Reasoned Action Approach; Psychology Press:
New York, NY, USA, 2009.
27. Guido, G.; Prete, M.I.; Pino, G. The impact of ethical self-identity and safety concerns on attitudes and
purchasing intentions of organic food products. Behind Ethical Consum. 2009, 22, 73–94.
28. Guido, G.; Tedeschi, P.; Prete, M.I.; Franceschini, L.; Buffa, C. The influence of moral norms and self-identity
in the choice of organic food products. Behind Ethical Consum. 2009, 28, 15–42.
29. Yin, S.; Wu, L.; Du, L.; Chen, M. Consumers’ purchase intention of organic food in China. J. Sci. Food Agric.
2010, 90, 1361–1367. [CrossRef] [PubMed]
30. Fu, W. Consumer psychology of organic food. Consumption Daily, 14 August 2014; A02.
31. Ji, P. A tipping point for organic food? China Food News, 24 February 2014; 003.
32. Irianto, H. Consumers’ attitude and intention towards organic food purchase: An extension of theory of
planned behavior in gender perspective. Int. J. Manag. Econ. Soc. Sci. 2015, 4, 17–31.
33. Ajzen, I. The theory of planned behavior, organizational behavior and human decision processes. J. Leis. Res.
1991, 50, 176–211.
34. Tarigan, M.M. Consumer attitude and intention to buy organic food brand as a result of brand extension:
An experimental approach. In Proceedings of the 2010 International Conference on Management Science &
Engineering 17th Annual Conference Proceedings, Melbourne, Australia, 24–26 November 2010; Volume 3,
pp. 75–85.
35. Thøgersen, J.; Zhou, Y.; Huang, G. How stable is the value basis for organic food consumption in China? J.
Clean. Prod. 2016, 134, 214–224. [CrossRef]
36. Patch, C.S.; Tapsell, L.C.; Peter, G.W. Attitudes and intentions toward purchasing novel foods enriched with
omega-3 fatty acids. J. Nutr. Educ. Behav. 2005, 37, 235–241. [CrossRef]
37. Liao, C.; Chen, J.L.; Yen, D.C. Theory of planning behavior (tpb) and customer satisfaction in the continued
use of e-service: An integrated model. Comput. Hum. Behav. 2007, 23, 2804–2822. [CrossRef]
38. Cooke, R.; Sniehotta, F.; Schuz, B. Predicting binge-drinking behaviour using an extended tpb: Examining
the impact of anticipated regret and descriptive norms. Alcohol. Alcohol. 2006, 42, 84–91. [CrossRef]
39. Habibah, U.; Hassan, I.; Iqbal, M.S.; Naintara. Household behavior in practicing mental budgeting based on
the theory of planned behavior. Financ. Innov. 2018, 4, 28. [CrossRef]
40. Maichum, K.; Parichatnon, S.; Peng, K.C. Developing an extended theory of planned behavior model to
investigate consumers’ consumption behavior toward organic food: A case study in Thailand. Int. J. Sci.
Technol. Res. 2017, 6, 72–80.
41. Thorbjørnsen, H.; Pedersen, P.E.; Nysveen, H. “This is who I am”: Identity expressiveness and the theory of
planned behavior. Psychol. Mark. 2007, 24, 763–785. [CrossRef]
17. Sustainability 2019, 11, 3045 17 of 18
42. Tajfel, H.; Turner, J. An integrative theory of intergroup conflict. In The Social Psychology of Intergroup Relations;
Austin, W.G., Worchel, S., Eds.; Brooks/Cole: Monterey, CA, USA, 1979; pp. 33–47.
43. Terry, D.J.; Hogg, M.A.; White, K.M. The theory of planned behaviour: Self-identity, social identity and
group norms. Br. J. Soc. Psychol. 1999, 38, 225–244. [CrossRef]
44. Choo, H.J.; Chung, J.; Pysarchik, D.T. Antecedents to new food product purchasing behavior among innovator
groups in India. Eur. J. Mark. 2004, 38, 608–625. [CrossRef]
45. Lobb, A.E.; Mazzocchi, M.; Traill, W.B. Modeling risk perception and trust in food safety information within
the theory of planned behavior. Food Qual. Prefer. 2007, 18, 384–395. [CrossRef]
46. Klein, J.A. Creating ethical food consumers? Promoting organic foods in urban Southwest China. Soc.
Anthropol. 2009, 17, 74–89. [CrossRef]
47. Wang, Z.; Mao, Y.; Gale, F. Chinese consumer demand for food safety attributes in milk products. Food Policy
2008, 33, 27–36. [CrossRef]
48. Tung, S.; Shih, C.; Wei, S.; Chen, Y. Attitudinal inconsistency toward organic food in relation to purchasing
intention and behavior: An illustration of Taiwan consumers. Br. Food J. 2012, 114, 997–1015. [CrossRef]
49. Nuttavuthisit, K.; Thøgersen, J. The importance of consumer trust for the emergence of a market for green
products: The case of organic food. J. Bus. Ethics 2017, 140, 1–15. [CrossRef]
50. Chen, Y.; Zhu, H.; Le, M.; Wu, Y. The effect of face consciousness on consumption of counterfeit luxury goods.
Soc. Behav. Pers. 2014, 42, 1007–1014. [CrossRef]
51. Ajzen, I. Constructing a TPB Questionnaire: Conceptual and Methodological Considerations. 2006. Available
online: http://www.people.umass.edu/aizen/pdf/tpb.measurement.pdf (accessed on 10 July 2013).
52. Chen, M. Segmentation of Taiwanese consumers based on trust in the food supply system. Br. Food J. 2012,
114, 70–84. [CrossRef]
53. Chen, W. The effects of different types of trust on consumer perceptions of food safety. An empirical study of
consumers in Beijing Municipality, China. China Agric. Econ. Rev. 2013, 5, 43–65. [CrossRef]
54. Li, J.J.; Su, C. How face influences consumption—A comparative study of American and Chinese consumers.
Int. J. Mark. Res. 2007, 49, 237–256.
55. Streiner, D.L.; Norman, G.R. Health Measurement Scales: A Practical Guide to Their Development and Use, 4th ed.;
Oxford University Press: New York, NY, USA, 2008.
56. Urban, J.; Zverinova, I.; Scasny, M. What motivates Czech consumers to buy organic food? Soc. Cas. 2012, 48,
509–536.
57. Bai, L.; Tang, J.; Yang, Y.; Gong, S. Hygienic food handling intention. An application of the theory of planned
behavior in the Chinese cultural context. Food Control 2014, 42, 172–180. [CrossRef]
58. Podsakoff, P.M.; Mackenzie, S.B.; Lee, J.Y.; Podsakoff, N.P. Common method biases in behavioral research: A
critical review of the literature and recommended remedies. J. Appl. Psychol. 2003, 88, 879–903. [CrossRef]
59. Malhotra, N.K.; Kim, S.S.; Patil, A. Common method variance in is research: A comparison of alternative
approaches and a reanalysis of past research. Manag. Sci. 2006, 52, 1865–1883. [CrossRef]
60. Sun, Y.; Wang, N.; Yin, C.; Zhang, J.X. Understanding the relationships between motivators and effort in
crowdsourcing marketplaces: A nonlinear analysis. Int. J. Inf. Manag. 2015, 35, 267–276. [CrossRef]
61. Liang, H.; Saraf, N.; Xue, H.Y. Assimilation of enterprise systems: The effect of institutional pressures and
the mediating role of top management. MIS Q. 2007, 31, 59–87. [CrossRef]
62. Williams, L.J. Recent advances in causal modeling methods for organizational and management research. J.
Manag. 2003, 29, 903–936.
63. Chin, W.W.; Thatcher, J.B.; Wright, R.T. Assessing common method bias: Problems with the ULMC technique.
MIS Q. 2012, 36, 1003–1019. [CrossRef]
64. Podsakoff, P.M. Self-reports in organizational research: Problems and prospects. J. Manag. 1986, 12, 531–544.
[CrossRef]
65. Doorn, S.V.; Heyden, M.; Tröster, C.; Volberda, H. Entrepreneurial orientation and performance: Investigating
local requirements for entrepreneurial decision-making. Adv. Strategy Manag. 2015, 32, 211–241.
66. Dutot, V.; Bergeron, F.; Raymond, L. Information management for the internationalization of SMES: An
exploratory study based on a strategic alignment perspective. Int. J. Inf. Manag. 2014, 34, 672–681. [CrossRef]
67. Baker, R.; Brick, J.M.; Bates, N.A.; Battaglia, M.; Couper, M.P.; Dever, J.A.; Gile, K.J.; Tourangeau, R. Summary
report of the AAPOR task force on non-probability sampling. J. Surv. Stat. Methodol. 2013, 1, 90–143.
[CrossRef]