School of Business Administration, Zhejiang University of Finance & Economics, Hangzhou 310018, China.
Department of Business Administration, Business School, Shantou University, Shantou, Guangdong 515063, China.
Int J Environ Res Public Health. 2020 Jan 29;17(3):850. doi: 10.3390/ijerph17030850.
As purchase power and consumption knowledge increase, consumers gradually demand safer and healthier products. In addition, consumers focus greater attention on organic food. This study investigates the relationship between environmental consciousness and organic food purchase intention with the mediating roles of perceived food quality and price sensitivity. The objective is to shed new light on our understanding of consumers' perceptions and behavioral intentions toward organic food. Using sample data of 518 consumers in different food retailers in China, empirical results show that environmental consciousness has a positive impact on organic food purchase intention. Perceived food quality has a mediating effect on the link between environmental consciousness and organic food purchase intention. Price sensitivity moderates the relationship between perceived food quality and organic food purchase intention. Furthermore, price sensitivity moderates the indirect effect of environmental consciousness on organic food purchase intention through perceived food quality.
随着购买力和消费知识的增加，消费者逐渐要求更安全、更健康的产品。此外，消费者更加关注有机食品。本研究探讨了环境意识与有机食品购买意向之间的关系，以及感知食品质量和价格敏感性的中介作用。目的是为了深入了解消费者对有机食品的认知和行为意向。本研究使用了来自中国不同食品零售商的 518 名消费者的样本数据，实证结果表明，环境意识对有机食品购买意向有正向影响。感知食品质量在环境意识和有机食品购买意向之间起到中介作用。价格敏感性调节了感知食品质量和有机食品购买意向之间的关系。此外，价格敏感性还调节了环境意识通过感知食品质量对有机食品购买意向的间接影响。
