Consumer Attitude and Purchase Intention towards Organic Food: A quantitative study of China
Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
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
Place, publisher, year, edition, pages
2014. , 67 p.
Consumer attitude, Organic food, Health, Consumer knowledge, Environmental, Norms, China, Purchase intention
IdentifiersURN: urn:nbn:se:lnu:diva-34944OAI: oai:DiVA.org:lnu-34944DiVA: diva2:723474
Subject / course
Business Administration - Marketing
Marketing, Master Programme, 60 credits