| Summary: | 碩士 === 國立雲林科技大學 === 企業管理系碩士班 === 100 === Increasing consumer awareness for health and environment issues around the globe has turned in growing attention of the purchase and consumption of organic food. For this reason, it has drawn an increase in organic research as market decision makers look for the understanding of motivations behind consumer organic purchases.
This study aimed to understand the effects of consumer’s food purchase motives, organic knowledge, subjective norms, perceived control and perceived risk on organic attitudes and organic purchase intentions in Taiwan. These variables established the antecedents of the causal model which based on Ajzen and Fisbein’s (1980) Theory of Reasoned Action as the conceptual framework of this research.
Findings showed strong support for the relationship between consumer food purchase motives, organic knowledge, subjective norms and perceived risk on organic attitudes. While organic attitude, food purchase motives, subjective norms and perceived risk were found to affect purchase intentions. According to the empirical results, suggestions of this study can contribute to institutions concerned so as to strengthen the field of organic study in Taiwan.
|
|---|
