Purchasing Behavior of Organic Food among Chinese University Students

被引:23
作者
Ali, Hazem [1 ]
Li, Min [2 ]
Hao, Yunhong [1 ]
机构
[1] Zhejiang Gongshang Univ, Sch Business Adm, Hangzhou 310018, Peoples R China
[2] Wenzhou Univ, Oujiang Coll, Wenzhou 325035, Peoples R China
关键词
organic food; purchasing behavior; attitude; consumer trust; pricing policy; health consciousness; WOM; university students; WORD-OF-MOUTH; CONSUMER-BEHAVIOR; PLANNED BEHAVIOR; MODERATING ROLE; YOUNG CONSUMERS; GREEN PRODUCTS; CONSUMPTION; INTENTION; ATTITUDES; MODEL;
D O I
10.3390/su13105464
中图分类号
X [环境科学、安全科学];
学科分类号
08 ; 0830 ;
摘要
The consumption of organically produced food is gaining ground around the world due to growing consumers' concerns for personal health. Nevertheless, researchersaddressed the intention-behavior gap pertaining to buying organic food and called for more studies on consumers' actual purchasing behavior. In order to understand this disparity, the current study examined the relationship among health consciousness, pricing policy, consumer trust, personal attitude, and purchasing behavior of organic food among university students. In addition, this research examined the moderating impact of word of mouth (WOM). This research adopted a quantitative method and employed convenience sampling to administer survey questionnaires to buyers of organic food in five Chinese universities between November 2020 and February 2021. A total of 335 questionnaires were collected and used for data analysis. Structural equation modeling results revealed that purchasing behavior is positively related to health consciousness and negatively influenced by pricing policy, while personal attitude and consumer trust had an insignificant association with students' buying behavior of organic food. Further, WOM had a positive moderating impact on the relationship between health consciousness and purchasing behavior; and was found to strengthen the negative relationship between pricing policy and organic food purchasing behavior. This study presents some critical implications for researchers and organic food retailers and marketers.
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页数:17
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