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Purchasing Behavior of Organic Food among Chinese University Students

Author

Listed:
  • 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)

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.

Suggested Citation

  • Hazem Ali & Min Li & Yunhong Hao, 2021. "Purchasing Behavior of Organic Food among Chinese University Students," Sustainability, MDPI, vol. 13(10), pages 1-17, May.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:10:p:5464-:d:554027
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    References listed on IDEAS

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    Cited by:

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    2. Ellen Van Droogenbroeck & Léon Van Hove, 2021. "Adoption and usage of E-grocery shopping: A context-specific UTAUT2 model," ULB Institutional Repository 2013/324918, ULB -- Universite Libre de Bruxelles.
    3. Ahmed Moustapha Mfokeu & Elie Virgile Chrysostome & Jean-Pierre Gueyie & Olivier Ebenezer Mun Ngapna, 2023. "Consumer Motivation behind the Use of Ecological Charcoal in Cameroon," Sustainability, MDPI, vol. 15(3), pages 1-22, January.
    4. Anisa Zahwa Akbara & Bee-Lia Chua & Heesup Han & António Raposo, 2021. "Investigating International Students’ Perception of Foodservice Attributes in Malaysian Research Universities," Sustainability, MDPI, vol. 13(15), pages 1-20, July.
    5. Elizabeth Emperatriz García-Salirrosas & Ángel Acevedo-Duque & Viviana Marin Chaves & Paula Andrea Mejía Henao & Juan Carlos Olaya Molano, 2022. "Purchase Intention and Satisfaction of Online Shop Users in Developing Countries during the COVID-19 Pandemic," Sustainability, MDPI, vol. 14(10), pages 1-14, May.

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