Applying the Theory of Planned Behavior Model to Investigate Purchase Intentions of Organic Food among Green-Collar Workers in Taiwan
| Autor: | Chen-Chung Tan, 譚振中 |
|---|---|
| Rok vydání: | 2012 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 100 With the recent rise of concern in food safety and environmental protection issues, Taiwan has become a growing market for organic food; however, several predictions have claim that the growing pace is getting slower and slower. This research is to investigate determinants of green-collar workers’ purchase intention on organic food in Taiwan by applying the Theory of Planned Behavior (TPB) Model. The aim of this research is focus on the relationships among beliefs including health, sense of pride, social justice and appearance, along with beliefs about self-efficacy and controllability and social expectation from others. Questionnaires were collected from three types of green-collar workers including public servants, NGO workers, and private companies’ staff in Taiwan. Then the collected data were analyzed by applying Structural Equation Modeling. Findings of the collected data indicate that all the beliefs would have positive impact on attitudes toward organic food purchasing except subjective norm, which in turn positively affect purchasing intention. Beliefs about normative beliefs, self-efficacy and controllability would have positive impact on attitudes toward organic food purchasing, which in turn positively affect purchasing intention. Recommendations are then provided based on the findings. For researchers, results once again demonstrating the effectiveness of TPB model for explaining the purchase intention of organic food purchasers. In order to formulate a more complete understanding of organic food purchasing among green collar workers, researchers could examine their actual purchasing behavior after demonstrating their purchase intention. For practices, as green collar workers demonstrate more related knowledge and intention to purchase organic food, marketing strategies can be formulated by targeting on them which have higher consumption potential. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
| Externí odkaz: |
|