Hidalgo-Baz María, Martos-Partal Mercedes, González-Benito Óscar
Department of Business Economics and Administration, University of Salamanca Salamanca, Spain.
IME Instituto Multidisciplinar de Empresa (Multidisciplinary Institute for Enterprise), University of Salamanca Salamanca, Spain.
Front Psychol. 2017 Feb 24;8:248. doi: 10.3389/fpsyg.2017.00248. eCollection 2017.
This research focuses on the incongruity between positive attitudinal responses but a lack of purchase behavior in organic markets. According to cognitive dissonance theory, consumer orientations toward the benefits attributed to organic products (environmental protection, health, hedonic) relieve the dissonance that results from this attitude-behavior incongruity. Knowledge also functions as a transmitter, from positive attitudes to purchase behaviors, thereby reducing the incongruity. Using quota sampling in a survey study, this paper tests the hypotheses from linear regression models. The results show that orientations and knowledge improve the congruity between attitudes and purchase behaviors toward organic products. Moreover, interaction effects arise between the environmental protection orientation and knowledge and between the hedonic orientation and knowledge. Increasing knowledge mitigates the difference between attitudes and purchase behaviors, especially for consumers with environmental protection or hedonic orientations. These findings have several important implications for research and practice.
本研究聚焦于有机市场中积极态度回应与购买行为缺失之间的不一致性。根据认知失调理论，消费者对有机产品所带来的益处（环境保护、健康、享乐）的认知倾向缓解了这种态度与行为不一致所导致的失调。知识同样起到了从积极态度到购买行为的传递作用，从而减少了不一致性。本文在一项调查研究中采用配额抽样法，对线性回归模型的假设进行了检验。结果表明，认知倾向和知识改善了对有机产品的态度与购买行为之间的一致性。此外，环境保护认知倾向与知识之间以及享乐认知倾向与知识之间产生了交互作用。增加知识可以减轻态度与购买行为之间的差异，尤其是对于具有环境保护或享乐认知倾向的消费者。这些发现对研究和实践具有若干重要意义。
