A Study on Consumer’s Purchase Behavior toward Organic Food – Perceived Health Benefits as Moderator

• Main Authors: CHANG,HSIANG-CHUN, 張湘純
• Other Authors: KO,WEN-HWA
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/765x8c

碩士 === 輔仁大學 === 餐旅管理學系碩士在職專班 === 104 === This study aims to investigate the current reasons for and behaviors of consumers’ willingness and unwillingness to choose organic foods, the relationships between such willingness & unwillingness and their general motivation & behavior, as well as the mediation effect of health perception reasons on behavior intention of organic food selection. A total of 500 questionnaires were handed out and 483 copies were collected. The valid collection rate was 96.6%. Statistical analysis was conducted by SPSS. Regarding the reasons for consumers’ willingness to buy organic foods, the one selected by most respondents was “I need fresh vegetables free from pesticides and chemical fertilizers for the sake of food safety”. As to the reasons for consumers’ unwillingness to buy organic foods, the one ranking first was “It’s relatively difficult to cook diversified dishes with only a few kinds of organic food materials”. As shown by the health perception scale, the respondents were most concerned with “When my health is harmed, I am afraid that my family members may get adversely involved”. And the consumers’ attitude towards purchase, subjective norm, perceived behavioral control, behavior intention and behavior were found to be positively correlated with each other. With regard to the reasons for consumers’ willingness to purchase organic foods, the general motivation had a positive impact. In terms of the reasons for unwillingness to purchase organic foods, both the attitude and perceived behavior control of general motivation for organic food purchase produced a negative impact. The reasons for willingness to choose organic foods positively influenced behavior intention; while the reasons for unwillingness to choose organic foods negatively affected behavior intention. As the general motivation for organic food selection exerted a positive impact on behavior intention, the behavior intention to choose organic foods would positively influence the behavior. After health perception was added as a mediating variable, health perception produced no mediation effect on the reasons for willingness/unwillingness to buy organic foods and corresponding behavior intention. Female subjects, compared with males, gave higher ratings to the behavior intention, behavior and health perception pertaining to organic food selection; the results were significant especially for the subjects aged above 61. Marital status, education and occupation did not exert any significant influence.