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A Comprehensive Model of Consumers’ Perceptions, Attitudes and Behavioral Intention toward Organic Tea: Evidence from an Emerging Economy

Xiangzhi Bu (), Hoang Viet Nguyen, Tsung Piao Chou () and Chia-Pin Chen ()
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Xiangzhi Bu: Department of Business Administration, Business School, Shantou University, Shantou 515063, China
Tsung Piao Chou: Department of Business Administration, National Chung Hsing University, Taichung 402, Taiwan
Chia-Pin Chen: Department of Business Administration, National Chung Hsing University, Taichung 402, Taiwan

Sustainability, 2020, vol. 12, issue 16, 1-1

Abstract: This study investigates factors that predict consumers’ perceptions of healthiness of organic tea. Furthermore, this study also examines the relationship between perceived healthiness and purchase intention with the mediating role of consumers’ attitudes toward organic tea. Because China has been the largest producer and the largest market of the global tea market, this study collects sample data from consumers at different tea stores in China. Using structural equation modelling to analyze data, results indicate that product quality, consumer service, in-store experience, store prestige, and store innovativeness are important predictors of consumers’ perceptions of healthiness of organic tea. Furthermore, results show that perceived healthiness has a positive influence on purchase intention toward organic tea. Consumers’ attitudes toward organic tea also has a positive mediating effect into this relationship.

Keywords: perceived healthiness; product quality; consumer service; in-store experience; pricing policy; store prestige; store innovativeness; purchase intention (search for similar items in EconPapers)
JEL-codes: Q Q0 Q2 Q3 Q5 Q56 O13 (search for similar items in EconPapers)
Date: 2020
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