TY - GEN
T1 - A study of organic food consumption behavior using the decomposed theory of planned behavior
AU - Tsai, Her Her
AU - Cheng, Min Jhih
AU - Hung, Shiu Wan
AU - He, Dong Sing
AU - Wang, Wen Sheng
N1 - Publisher Copyright:
© 2014 Portland International Conference on Management of Engineering and Technology.
PY - 2015/9/21
Y1 - 2015/9/21
N2 - Organic food is an achievement of agricultural scientific and technological innovations, in order to ensure the application of agricultural science and technology and innovation from organic agricultural producers and participants benefit. This study employed the decomposed theory of planned behavior to analyze the antecedent factors that influence consumer purchase of organic food by deconstruction of the constructs related to attitude, the subjective norm, and the perceived behavioral control. Based on these influencing effects, the study aimed to provide marketing suggestions to popularize organic food. In total, 441 effective questionnaires were collected. The data was analyzed using the structural equation model. The study results indicate that consumers with ethical consciousness will consider environmental protection when they make food purchasing decisions, and have a comparatively positive attitude towards the purchase of organic food. One of the main motives for purchasing organic food is the requirement that food ingredients are safe and natural. Additionally, with respect to external influences, consumers tend to trust information delivered by TV media, experts, and Internet word-of-mouth. Nonetheless, consumers with high or low involvement obviously have significant differences in the relationships between facilitating conditions and perceived behavioral control. Therefore, intensifying the environmental resources of organic food will enhance the purchasing intention of consumers who have low involvement.
AB - Organic food is an achievement of agricultural scientific and technological innovations, in order to ensure the application of agricultural science and technology and innovation from organic agricultural producers and participants benefit. This study employed the decomposed theory of planned behavior to analyze the antecedent factors that influence consumer purchase of organic food by deconstruction of the constructs related to attitude, the subjective norm, and the perceived behavioral control. Based on these influencing effects, the study aimed to provide marketing suggestions to popularize organic food. In total, 441 effective questionnaires were collected. The data was analyzed using the structural equation model. The study results indicate that consumers with ethical consciousness will consider environmental protection when they make food purchasing decisions, and have a comparatively positive attitude towards the purchase of organic food. One of the main motives for purchasing organic food is the requirement that food ingredients are safe and natural. Additionally, with respect to external influences, consumers tend to trust information delivered by TV media, experts, and Internet word-of-mouth. Nonetheless, consumers with high or low involvement obviously have significant differences in the relationships between facilitating conditions and perceived behavioral control. Therefore, intensifying the environmental resources of organic food will enhance the purchasing intention of consumers who have low involvement.
UR - http://www.scopus.com/inward/record.url?scp=84955593151&partnerID=8YFLogxK
U2 - 10.1109/PICMET.2015.7273060
DO - 10.1109/PICMET.2015.7273060
M3 - 會議論文篇章
AN - SCOPUS:84955593151
T3 - Portland International Conference on Management of Engineering and Technology
SP - 2509
EP - 2515
BT - PICMET 2015 - Portland International Center for Management of Engineering and Technology
A2 - Daim, Tugrul U.
A2 - Kozanoglu, Dilek Cetindamar
A2 - Kocaoglu, Dundar F.
A2 - Anderson, Timothy R.
A2 - Perman, Gary
A2 - Niwa, Kiyoshi
PB - Portland State University
T2 - Portland International Center for Management of Engineering and Technology, PICMET 2015
Y2 - 2 August 2015 through 6 August 2015
ER -