Factors influencing purchase intention towards organic food among Chinese millennials | |
| Author | Liu, Danping |
| Call Number | AIT RSPR no.SM-21-24 |
| Subject(s) | Consumers--behavior Natural foods--Health aspects |
| Note | A research submitted in partial fulfillment of the requirements for the degree of Master of Business Administration |
| Publisher | Asian Institute of Technology |
| Abstract | Chinese orgaruc food market is expanding as the disposable Income of Chinese consumers increase and their consumption concept is upgraded. Chinese millennials are the most potential organic food consumer segment which accounts for a quarter of China's population. They are generally well-educated, pursuing health and environmentally friendly lifestyles. Therefore, it is critical to have a better understanding of their purchase intent for organic food. This research aims to explore organic food purchase intention among Chinese millennials. In this study, the Theory of Planned Behavior (TPB) was further extended with two more constructs incorporated, i.e., Health Consciousness and Environmental Concern. The data were collected through online questionnaire survey, and then analyzed using descriptive statistics, Pearson's correlation, factor analysis, and multiple regression analysis. The findings suggest that attitude, subjective norm, health consciousness and environmental concern are significant determinants of purchase intention of organic food for Chinese millennial generation. However, perceived behavior control in TPB model was not supported in this research. Finally, the research provides implications for marketers of organic food sector and scope for further studies. |
| Year | 2021 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Sununta Siengthai; |
| Examination Committee(s) | Vimolwan Yukongdi;Kritsadarat Wattanasuwan; |
| Scholarship Donor(s) | Asian Institute of Technology Fellowship; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2021 |