| dc.description.abstract | This study tries to explore the consumer behavior on organic food in Taiwan. On the basis of the Theory of Planned Behavior, this study examines motives which influence the consumers’ purchasing behavior of organic food by decomposing attitude, subjective norm and perceived behavior control constructs. Meanwhile, the study takes purchase involvement as a moderator to investigate the differences of the consumer behavior on organic food between consumers with high and low involvement levels. Then, according to empirical results, the study provides marketing strategies for the relevant units and stores.
This study collects 683 samples in total by using internet questionnaires and paper questionnaires. Analysing upon 441 usable responses by structural equation modelling reveals that the measurement model has good reliability and validity. The empirical results show that (1) for Attitude construct, both Ethical Self-Identity and Food Safety Concern have significantly positive effect, but Health Consciousness has no significant impact; (2) for Subjective Norm construct, Interpersonal Influence has no significant result, but External Influence has significantly positive effect; (3) for Perceived Behavior Control construct, both Facilitating Condition and Self-Efficacy have significantly positive effect; (4) Attitude, and Perceived Behavior Control have a positive relationship with the Behavioral Intention of purchasing organic food, but Subjective Norm hasn’t; (5) Ethical Self-Identity and Food Safety Concern have more important influence to consumers with high involvement level, and Facilitating Condition has more to consumers with low involvement level. | en_US |