| Summary: | Purpose – The purpose of this study is to investigate the influential factors on consumer attitude towards organic food in a rapid growing market and how the attitude influences consumer purchase intention. Design/methodology/approach – after reviewing relevant literatures, a research model was developed based on six hypotheses. The model was tested by conducting an online survey on Chinese consumers. Findings – Four out of six hypotheses were accepted. In specific, health consciousness, consumer knowledge and personal norms obviously showed their impacts on Chinese consumer attitude and the last hypothesis indicates the positive relationship between attitude and purchase intention. Originality/value – Since two hypotheses from the research model were rejected, a new model was developed which is particularly represented for Chinese market. Keywords - Consumer attitude, Organic food, Health, Consumer knowledge, Environmental, Norms, China, Purchase intention Paper type - Research paper
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