Organic food consumption in Taiwan: Motives, involvement, and purchase intention under the moderating role of uncertainty

Despite the progressive development of the organic food sector in Taiwan, little is known about how consumers’ consumption motives will influence organic food decision through various degrees of involvement and whether or not consumers with various degrees of uncertainty will vary in their intention...

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Bibliographic Details
Published in:Appetite 2016-10, Vol.105, p.95-105
Main Authors: Teng, Chih-Ching, Lu, Chi-Heng
Format: Article
Language:English
Subjects:
Adult
Aged
Consumer Behavior - economics
Consumption motives
Female
Food Contamination - economics
Food Contamination - prevention & control
Food Preferences - ethnology
Food, Organic - adverse effects
Food, Organic - economics
Health Knowledge, Attitudes, Practice - ethnology
Humans
Involvement
Male
Middle Aged
Models, Psychological
Motivation
Nutrition Surveys
Organic foods
Purchase intention
Self Report
Social Values - ethnology
Socioeconomic Factors
Taiwan
Uncertainty
Young Adult
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Summary:Despite the progressive development of the organic food sector in Taiwan, little is known about how consumers’ consumption motives will influence organic food decision through various degrees of involvement and whether or not consumers with various degrees of uncertainty will vary in their intention to buy organic foods. The current study aims to examine the effect of consumption motives on behavioral intention related to organic food consumption under the mediating role of involvement as well as the moderating role of uncertainty. Research data were collected from organic food consumers in Taiwan via a questionnaire survey, eventually obtaining 457 valid questionnaires for analysis. This study tested the overall model fit and hypotheses through structural equation modeling method (SEM). The results show that consumer involvement significantly mediates the effects of health consciousness and ecological motives on organic food purchase intention, but not applied to food safety concern. Moreover, the moderating effect of uncertainty is statistical significance, indicating that the relationship between involvement and purchase intention becomes weaker in the condition of consumers with higher degree of uncertainty. Several implications and suggestions are also discussed for organic food providers and marketers.
ISSN:0195-6663
1095-8304
DOI:10.1016/j.appet.2016.05.006