A Study of the Relationships of Organic Food Cognition, Altruism and Purchase Intention

• Main Authors: Tsai,Yi Chen, 蔡宜真
• Other Authors: Chung, Yu Ming
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/58444713941393381107

碩士 === 大葉大學 === 管理學院碩士在職專班 === 102 === The food safety in Taiwan is raising a red flag. With the emerging of the problems of illegal food additives such as plasticizer, toxic starch, and cottonseed oil, the crisis of food safety is igniting. Food safety issue has become the focus of the society. The organic food labeled healthy, natural, and non-additive is becoming a hot-shot. As a result, it is worthwhile to explore the consumer’s intent of purchasing organic food. The purpose of this thesis is to examine the influence of the consumer’s cognition of organic food on the purchase intension. Meanwhile, altruism is used as the moderator to explore whether it interfere in the consumer’s cognition of organic food and the purchase intension. Questionnaires are issued to the consumers in the Taichung city, and a total of 333 valid one obtained. The returning rate is 92.5%. Descriptive statistics, reliability analysis, Pearson’s product-moment correlation coefficient, and regression analysis are used to analyze those data gathered. The major findings are as follows： (1) The consumer’s cognition of organic food is in the medium level. Among the cognitive dimensions, consumers have best cognition in the manufacture of organic food and its influence on environment. (2) The consumers’ intent of purchasing organic food is in the medium to high level. They have best purchasing intension in the item of “in the condition of same price I will consider buying organic food”. (3) The consumer’s cognition of organic food has significant positive influence on the purchase intension. Among the cognitive dimensions, the cognition of “the definition and certification of organic food” has the most predictive power on the purchase intension. (4) Altruism doesn’t have moderator effect on the cognition of organic food and the purchase intension. Key words：Organic Food Cognition, Altruism, Purchase Intension