Wei Sheng, Liu Furong, She Shengxiang, Wu Rong
School of Management, Harbin University of Commerce, Harbin, China.
Front Psychol. 2022 Feb 28;13:736168. doi: 10.3389/fpsyg.2022.736168. eCollection 2022.
The present research attempts to understand the importance of altruistic and egoistic values in determining consumers' motives and intention to purchase organic foods. Using the face-to-face survey approach, a total of 1,067 responses were collected from consumers in China. Data analysis was performed using a two-step structural equation modeling (SEM) approach, i.e., measurement and structural models. The findings indicated that both values influence the intention to purchase organic foods through the mediation of motives. Specifically, the altruistic value influences the environmental concern (EC), and the egoistic value influences the health concern (HC). Moreover, the perceived uncertainty negatively moderates a relationship between consumer HC and organic purchase intention while positively moderating a relationship between consumer EC and organic purchase intention. Several implications and suggestions are also discussed.
本研究旨在了解利他主义和利己主义价值观在决定消费者购买有机食品的动机和意愿方面的重要性。采用面对面调查方法，共收集了来自中国消费者的1067份回复。数据分析采用两步结构方程建模（SEM）方法，即测量模型和结构模型。研究结果表明，这两种价值观均通过动机的中介作用影响购买有机食品的意愿。具体而言，利他主义价值观影响环境关注（EC），利己主义价值观影响健康关注（HC）。此外，感知不确定性对消费者健康关注与有机购买意愿之间的关系具有负向调节作用，而对消费者环境关注与有机购买意愿之间的关系具有正向调节作用。还讨论了若干启示和建议。
