Purchasing Behavior of Organic Food among Chinese University Students

Hazem Ali, Min Li and Yunhong Hao
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Hazem Ali: School of Business Administration, Zhejiang Gongshang University, Hangzhou 310018, China
Min Li: Oujiang College, Wenzhou University, Wenzhou 325035, China
Yunhong Hao: School of Business Administration, Zhejiang Gongshang University, Hangzhou 310018, China

Sustainability, 2021, vol. 13, issue 10, 1-17

Abstract: The consumption of organically produced food is gaining ground around the world due to growing consumers’ concerns for personal health. Nevertheless, researchersaddressed the intention-behavior gap pertaining to buying organic food and called for more studies on consumers’ actual purchasing behavior. In order to understand this disparity, the current study examined the relationship among health consciousness, pricing policy, consumer trust, personal attitude, and purchasing behavior of organic food among university students. In addition, this research examined the moderating impact of word of mouth (WOM). This research adopted a quantitative method and employed convenience sampling to administer survey questionnaires to buyers of organic food in five Chinese universities between November 2020 and February 2021. A total of 335 questionnaires were collected and used for data analysis. Structural equation modeling results revealed that purchasing behavior is positively related to health consciousness and negatively influenced by pricing policy, while personal attitude and consumer trust had an insignificant association with students’ buying behavior of organic food. Further, WOM had a positive moderating impact on the relationship between health consciousness and purchasing behavior; and was found to strengthen the negative relationship between pricing policy and organic food purchasing behavior. This study presents some critical implications for researchers and organic food retailers and marketers.

Keywords: organic food; purchasing behavior; attitude; consumer trust; pricing policy; health consciousness; WOM; university students (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)

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