Zheng Qiuqin, Zeng Haimei, Xiu Xintian, Chen Qiuhua
College of Economics and Management, Fujian Agriculture and Forestry University, Fuzhou 350002, China.
Anxi College of Tea Science, Fujian Agriculture and Forestry University, Quzhou 362000, China.
Foods. 2022 May 10;11(10):1375. doi: 10.3390/foods11101375.
The organic food industry in China has been developing fast with the increasing consumer demand for healthier, safer, and more nutritious foods since the epidemic outbreak. It is of great significance to understand the psychological preference of consumers for organic food and adjust the marketing strategy accordingly. In this study, we adopted the multi-group structural equation model (SEM) to analyze 571 questionnaire data and explored the effects of consumers' perception on the sensory appeal of organic food, perception on promotional stimulation, positive emotion, and perceived social value on the purchase intention of organic food. Based on the Stimulus-Organism-Response (S-O-R) model, this study divides the route affecting organic consumption behavior into the rational route and emotional route. It was proved that the emotional route (positive emotion) has a greater impact on the purchase intention of organic food than the rational route (perceived social value). In addition, there are different purchase intentions among different product types. Specifically, compared with organic tea, positive emotion has a greater effect on the purchase intention for organic rice. This study provides an important reference for the organic food-marketing strategy of enterprises.
自疫情爆发以来，随着消费者对更健康、更安全、更营养食品的需求不断增加，中国有机食品行业发展迅速。了解消费者对有机食品的心理偏好并据此调整营销策略具有重要意义。在本研究中，我们采用多组结构方程模型（SEM）分析了571份问卷数据，探讨了消费者对有机食品感官吸引力的认知、对促销刺激的认知、积极情绪以及感知社会价值对有机食品购买意愿的影响。基于刺激-机体-反应（S-O-R）模型，本研究将影响有机消费行为的路径分为理性路径和情感路径。结果表明，情感路径（积极情绪）对有机食品购买意愿的影响大于理性路径（感知社会价值）。此外，不同产品类型的购买意愿存在差异。具体而言，与有机茶相比，积极情绪对有机大米购买意愿的影响更大。本研究为企业的有机食品营销策略提供了重要参考。
