| Summary: | 碩士 === 大仁科技大學 === 休閒事業管理研究所 === 105 === Organic snacks boomed as a remarkable industry along with the growing interests of food safety. Thanks to the slow movement of economic decree, Hualien was the last frontier of Taiwan aboriginal culture, of which was unique in terms of culture and health literacy. Based on the theory of planned behavior, the current research explored the parents purchasing intention on organic snacks as well as the attitude, subjective norms, perceived behavioral control, and perceived health consciousness associated with their intentions. 436 valid responses of pupil’s parents were collected from 500 invitations. Statistical techniques included for data analysis were descriptive statistics, t test, one-way ANOVA, Pearson product moment correlation, and multiple regressions. Test results indicated that 1. Their parents have middle level of purchasing willingness. 2. There have been significant differences between the perceived behavioral control of purchasing organic snacks and purchasing willingness depends on their education background. 3. Significant associations were found between the parents’ attitude, subjective norms, perceived behavioral control, self-health consciousness, and behavioral intentions of purchasing organic snacks. Among them, the perceived behavioral control was the strongest, followed by perceived health consciousness, and ended by subjective norm. 4. Attitude, subjective norms, perceived behavioral control, and self-health consciousness jointly explained 54% variance of purchasing intention, among which the perceived behavioral control is the most powerful predictor, followed by perceived health consciousness, and the attitude as the weakest. The research suggested that sellers could focus on the consumers with good self-health consciousness, discover potential customers and let the parents understand organic snacks more by multi-channel marketing.
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