A Comprehensive Model of Consumers’ Perceptions, Attitudes and Behavioral Intention toward Organic Tea: Evidence from an Emerging Economy
This study investigates factors that predict consumers’ perceptions of healthiness of organic tea. Furthermore, this study also examines the relationship between perceived healthiness and purchase intention with the mediating role of consumers’ attitudes toward organic tea. Because China has been th...
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MDPI AG
2020-08-01
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| Series: | Sustainability |
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| Online Access: | https://www.mdpi.com/2071-1050/12/16/6619 |
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doaj-d9d412681dfa4d4f912e2cae863d714d2020-11-25T03:19:33ZengMDPI AGSustainability2071-10502020-08-01126619661910.3390/su12166619A Comprehensive Model of Consumers’ Perceptions, Attitudes and Behavioral Intention toward Organic Tea: Evidence from an Emerging EconomyXiangzhi Bu0Hoang Viet Nguyen1Tsung Piao Chou2Chia-Pin Chen3Department of Business Administration, Business School, Shantou University, Shantou 515063, ChinaDepartment of Research Administration, Thuongmai University, Hanoi 100000, VietnamDepartment of Business Administration, National Chung Hsing University, Taichung 402, TaiwanDepartment of Business Administration, National Chung Hsing University, Taichung 402, TaiwanThis study investigates factors that predict consumers’ perceptions of healthiness of organic tea. Furthermore, this study also examines the relationship between perceived healthiness and purchase intention with the mediating role of consumers’ attitudes toward organic tea. Because China has been the largest producer and the largest market of the global tea market, this study collects sample data from consumers at different tea stores in China. Using structural equation modelling to analyze data, results indicate that product quality, consumer service, in-store experience, store prestige, and store innovativeness are important predictors of consumers’ perceptions of healthiness of organic tea. Furthermore, results show that perceived healthiness has a positive influence on purchase intention toward organic tea. Consumers’ attitudes toward organic tea also has a positive mediating effect into this relationship.https://www.mdpi.com/2071-1050/12/16/6619perceived healthinessproduct qualityconsumer servicein-store experiencepricing policystore prestige |
| collection |
DOAJ |
| language |
English |
| format |
Article |
| sources |
DOAJ |
| author |
Xiangzhi Bu Hoang Viet Nguyen Tsung Piao Chou Chia-Pin Chen |
| spellingShingle |
Xiangzhi Bu Hoang Viet Nguyen Tsung Piao Chou Chia-Pin Chen A Comprehensive Model of Consumers’ Perceptions, Attitudes and Behavioral Intention toward Organic Tea: Evidence from an Emerging Economy Sustainability perceived healthiness product quality consumer service in-store experience pricing policy store prestige |
| author_facet |
Xiangzhi Bu Hoang Viet Nguyen Tsung Piao Chou Chia-Pin Chen |
| author_sort |
Xiangzhi Bu |
| title |
A Comprehensive Model of Consumers’ Perceptions, Attitudes and Behavioral Intention toward Organic Tea: Evidence from an Emerging Economy |
| title_short |
A Comprehensive Model of Consumers’ Perceptions, Attitudes and Behavioral Intention toward Organic Tea: Evidence from an Emerging Economy |
| title_full |
A Comprehensive Model of Consumers’ Perceptions, Attitudes and Behavioral Intention toward Organic Tea: Evidence from an Emerging Economy |
| title_fullStr |
A Comprehensive Model of Consumers’ Perceptions, Attitudes and Behavioral Intention toward Organic Tea: Evidence from an Emerging Economy |
| title_full_unstemmed |
A Comprehensive Model of Consumers’ Perceptions, Attitudes and Behavioral Intention toward Organic Tea: Evidence from an Emerging Economy |
| title_sort |
comprehensive model of consumers’ perceptions, attitudes and behavioral intention toward organic tea: evidence from an emerging economy |
| publisher |
MDPI AG |
| series |
Sustainability |
| issn |
2071-1050 |
| publishDate |
2020-08-01 |
| description |
This study investigates factors that predict consumers’ perceptions of healthiness of organic tea. Furthermore, this study also examines the relationship between perceived healthiness and purchase intention with the mediating role of consumers’ attitudes toward organic tea. Because China has been the largest producer and the largest market of the global tea market, this study collects sample data from consumers at different tea stores in China. Using structural equation modelling to analyze data, results indicate that product quality, consumer service, in-store experience, store prestige, and store innovativeness are important predictors of consumers’ perceptions of healthiness of organic tea. Furthermore, results show that perceived healthiness has a positive influence on purchase intention toward organic tea. Consumers’ attitudes toward organic tea also has a positive mediating effect into this relationship. |
| topic |
perceived healthiness product quality consumer service in-store experience pricing policy store prestige |
| url |
https://www.mdpi.com/2071-1050/12/16/6619 |
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