期刊
JOURNAL OF ENVIRONMENTAL PLANNING AND MANAGEMENT
卷 64, 期 5, 页码 796-822出版社
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.1080/09640568.2020.1785404
关键词
attitude; environmental concerns; environmental awareness; purchase intention; perceived behavioral control; subjective norms
资金
- Self-organized cluster entrepreneurship behavior reform, evolution, and promotion strategies study, China National Social Science Foundation [16BGL028]
- Study on Bottleneck and Innovation of Post-industrial Intellectual capital development in Jiangsu Province, Jiangsu Province Social Science Foundation Project [14JD009]
- Perception of fairness in self-organized mass Entrepreneurship [4061160023]
This study examines the purchase intention for organic food among young Chinese consumers aged 18 to 30, using an extended model of the theory of planned behavior (TPB). The results show that attitude, subjective norms, and perceived behavioral control have positive effects on young consumers' purchase intention for organic food. Additionally, environmental concerns positively mediate the relationship between attitude and purchase intention.
This study aims to propose an extended model of the theory of planned behavior (TPB) which helps us to investigate young Chinese consumers from college and university, and who are aged 18 to 30 years, on purchase intention for organic food. Using a sample of 515, analyses were done using structural equation modeling. The findings indicated that attitude (A), subjective norms (SNs), and perceived behavioral control (PBC) have positive effects on the purchase intention of young consumers for organic food. Moreover, attitude has a positive effect on environmental concerns (EC). Furthermore, EC has a positive effect on young consumers' purchase intentions for organic food. Findings indicated that EC positively mediates the association between attitude and young consumers' purchase intentions for organic food. More importantly, the relationship between all latent variables (A, SNs, PBC) and purchase intention by young consumers is positively moderated by environmental awareness.
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