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

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  • Xiangzhi Bu

    (Department of Business Administration, Business School, Shantou University, Shantou 515063, China)

  • Hoang Viet Nguyen

    (Department of Research Administration, Thuongmai University, Hanoi 100000, Vietnam)

  • 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)

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.

Suggested Citation

  • Xiangzhi Bu & Hoang Viet Nguyen & Tsung Piao Chou & Chia-Pin Chen, 2020. "A Comprehensive Model of Consumers’ Perceptions, Attitudes and Behavioral Intention toward Organic Tea: Evidence from an Emerging Economy," Sustainability, MDPI, vol. 12(16), pages 1-17, August.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:16:p:6619-:d:399564
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    References listed on IDEAS

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    5. Le Van Huy & Mai Thi Thao Chi & Antonio Lobo & Ninh Nguyen & Phan Hoang Long, 2019. "Effective Segmentation of Organic Food Consumers in Vietnam Using Food-Related Lifestyles," Sustainability, MDPI, vol. 11(5), pages 1-16, February.
    6. Peter C. Verhoef, 2005. "Explaining purchases of organic meat by Dutch consumers," European Review of Agricultural Economics, Oxford University Press and the European Agricultural and Applied Economics Publications Foundation, vol. 32(2), pages 245-267, June.
    7. Hwang, Jiyoung & Chung, Jae-Eun, 2019. "What drives consumers to certain retailers for organic food purchase: The role of fit for consumers’ retail store preference," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 293-306.
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    Cited by:

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    2. 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.
    3. Joanna Rosak-Szyrocka & Justyna Żywiołek & Maciej Mrowiec, 2022. "Analysis of Customer Satisfaction with the Quality of Energy Market Services in Poland," Energies, MDPI, vol. 15(10), pages 1-24, May.

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