Understanding the Antecedents of Organic Food Purchases: The Important Roles of Beliefs, Subjective Norms, and Identity Expressiveness
Understanding the Antecedents of Organic Food Purchases: The Important Roles of Beliefs, Subjective Norms, and Identity Expressiveness
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了解有机食品购买的前因：信仰、主观规范和身份表达的重要作用
DOI：
10.3390/su11113045
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发表时间：
2019-06-01
期刊：
影响因子：
3.9
通讯作者：
Gong, Shunlong
中科院分区：
文献类型：
--
作者：
Bai, Li;Wang, Mingliang;Gong, Shunlong
预计中国将成为全球有机食品生产商日益重要的市场。本研究的目的是对各种前因因素如何影响有机食品购买行为有一个新的、更深入的认识。在这里，设计了一个基于验证措施的调查，共1750名消费者进行了采访。除了传统上对有机食品的看法外，还有三个独特的观点，即，有机食品是“富人的奢侈品”，“高档”，是“市场炒作”的对象，这是第一次得到证实。此外，主观规范对购买意愿的影响被证实完全通过购买态度来中介，这表明到目前为止，社会规范的作用可能被市场研究者简单化，甚至低估了。此外，首次证实身份表现力在购买意向中起着次要但重要的作用。感知可信度也被证实是购买意愿的重要预测因素。最后，家庭收入不仅是购买意愿的第二重要预测因素，而且是实际购买的最重要预测因素。这些研究结果对于营销学者和有机食品行业的所有利益相关者，特别是希望进入中国市场的国际农业企业都具有重要价值。
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.