Organic food consumption in Taiwan: Motives, involvement, and purchase intention under the moderating role of uncertainty

Despite the progressive development of the organic food sector in Taiwan, little is known about how consumers’ consumption motives will influence organic food decision through various degrees of involvement and whether or not consumers with various degrees of uncertainty will vary in their intention...

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Bibliographic Details
Published in:Appetite Vol. 105; pp. 95 - 105
Main Authors: Teng, Chih-Ching, Lu, Chi-Heng
Format: Journal Article
Language:English
Published: England Elsevier Ltd 01.10.2016
Subjects:
Adult
Aged
consciousness
Consumer Behavior - economics
Consumption motives
data collection
Female
food consumption
Food Contamination - economics
Food Contamination - prevention & control
food industry
Food Preferences - ethnology
food safety
Food, Organic - adverse effects
Food, Organic - economics
Health Knowledge, Attitudes, Practice - ethnology
Humans
Involvement
Male
Middle Aged
Models, Psychological
Motivation
Nutrition Surveys
Organic foods
Purchase intention
questionnaires
Self Report
Social Values - ethnology
Socioeconomic Factors
structural equation modeling
surveys
Taiwan
Uncertainty
Young Adult
Taiwan
Involvement
Uncertainty
Organic foods
Consumption motives
Purchase intention
ISSN:0195-6663, 1095-8304, 1095-8304
Online Access:Get full text
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Summary:Despite the progressive development of the organic food sector in Taiwan, little is known about how consumers’ consumption motives will influence organic food decision through various degrees of involvement and whether or not consumers with various degrees of uncertainty will vary in their intention to buy organic foods. The current study aims to examine the effect of consumption motives on behavioral intention related to organic food consumption under the mediating role of involvement as well as the moderating role of uncertainty. Research data were collected from organic food consumers in Taiwan via a questionnaire survey, eventually obtaining 457 valid questionnaires for analysis. This study tested the overall model fit and hypotheses through structural equation modeling method (SEM). The results show that consumer involvement significantly mediates the effects of health consciousness and ecological motives on organic food purchase intention, but not applied to food safety concern. Moreover, the moderating effect of uncertainty is statistical significance, indicating that the relationship between involvement and purchase intention becomes weaker in the condition of consumers with higher degree of uncertainty. Several implications and suggestions are also discussed for organic food providers and marketers.
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ISSN:0195-6663
1095-8304
1095-8304
DOI:10.1016/j.appet.2016.05.006