| Summary: | 碩士 === 南開科技大學 === 福祉科技與服務管理所 === 103 === Recently, because of middle-aged and older adults’ rising awareness of healthy life style, food safety, life nurturing habits and environmental protection, organic food has become one of their food choices. In order to understand middle-aged and older adults’ purchase intention of organic food, this study was built on the theory of planned behavior and implemented a survey targeting participants who were 45 years old and older. The survey was administered online and offline with a total of 450 responses. Specifically, there were 230 online responses and 220 offline responses, in which 192 offline responses were valid, to provide 422 valid responses for data analysis via SPSS 18.0. The results showed that middle-aged and older adults had significant attitude toward the behavior, subjective norm, perceived behavioral control, social responsibility, and behavior intention towards purchasing organic food. Vegetarians had higher attitude toward the behavior, subjective norm, perceived behavioral control, social responsibility, and behavior intention than non-vegetarians. The positive influences of subjective norm and perceived behavioral control on purchase intention of organic food was mediated by attitude toward the behavior. Overall, the research model explained 76% of the variances and thus indicated that the model could effectively predict middle-aged and older adults’ purchase intention of organic food..
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