Huo Hong, Jiang Xinyu, Han Chunjia, Wei Sheng, Yu Dingyao, Tong Yang
Department of Management, Harbin University of Commerce, Harbin, China.
Department of Management, Birkbeck, University of London, London, United Kingdom.
Front Psychol. 2023 Feb 17;14:1087324. doi: 10.3389/fpsyg.2023.1087324. eCollection 2023.
With consumers' concerns about food safety and the environment growing, the interest in organic food has increased. However, due to the late start of the organic food market in China, the market size of the Chinese organic food industry is still relatively small. This study aims to examine whether organic food credence attributes have an impact on consumers' attitudes and willingness to pay a premium (WTPP), in order to provide valuable information to facilitate the development of the organic food market in China.
A questionnaire survey was conducted with 647 respondents in China. Structural equation modeling (SEM) was utilized to verify the model and test the relationships among the constructs.
SEM analyses showed that credence attributes stimulate consumers' attitudes and increase consumers' WTPP. Utilitarian attitudes and hedonistic attitudes play a partially mediating role in the relationship between credence attributes and WTPP. Uncertainty negatively moderates the role between utilitarian attitudes and WTPP, while it positively moderates the role between hedonistic attitudes and WTPP.
The findings reveal the motivations and barriers for Chinese consumers to purchase organic food at a premium, providing a theoretical basis for companies to gain a deeper understanding of consumer groups and develop organic food marketing strategies.
随着消费者对食品安全和环境问题的关注度不断提高，对有机食品的兴趣也日益增加。然而，由于中国有机食品市场起步较晚，中国有机食品行业的市场规模仍然相对较小。本研究旨在探讨有机食品的信任属性是否会影响消费者的态度以及支付溢价的意愿（WTPP），以便提供有价值的信息，促进中国有机食品市场的发展。
对中国647名受访者进行了问卷调查。采用结构方程模型（SEM）来验证模型并检验各构念之间的关系。
SEM分析表明，信任属性刺激消费者的态度并提高消费者的WTPP。功利主义态度和享乐主义态度在信任属性与WTPP之间的关系中起部分中介作用。不确定性对功利主义态度与WTPP之间的关系起负向调节作用，而对享乐主义态度与WTPP之间的关系起正向调节作用。
研究结果揭示了中国消费者溢价购买有机食品的动机和障碍，为企业更深入了解消费群体并制定有机食品营销策略提供了理论依据。
