Organic food products in China: determinants of consumers’ purchase intentions

Abstract

This article aims to investigate the dimensions influencing consumers’ purchase intentions of organic food products in urban China. The conceptual model for this study was developed based on the theory of planned behaviour (TPB), consumer decision-making process (CDP) and the hierarchy of effects model. The original survey instrument comprised of 52 statements and data were collected in China in two stages, i.e. 200 valid online responses were collected for the purpose of the pilot study and later 960 paper-based responses were obtained from four major Chinese cities. Data analysis was performed using exploratory factor analysis, confirmatory factor analysis and structural equation modelling (SEM). The findings of this study revealed that Chinese consumers’ purchase of organic food products is influenced by the following dimensions: product, regulatory and lifestyle (variety seeking and self-indulgence). Additionally, the above-mentioned dimensions had a direct or indirect impact on pre-purchase evaluation and purchase intentions. Consumers’ beliefs and attitudes towards the purchase of organic food products influenced pre-purchase evaluation, and finally pre-purchase evaluation impacted on the behavioural intention of existing and potential consumers.