Purpose
The purpose of this paper is to assess the relationship between trust factors and buying behavior among consumers in the organic food market in Taiwan.
Design/methodology/approach
The researchers developed a questionnaire using latent variables including the trust factors, utilitarian attitudes, hedonic attitudes, buying behavior and demographic information of consumers of organic foods. Confirmatory factor analysis and the structural equation modeling were conducted using LISREL 8.80 for Windows.
Findings
The empirical results indicated that health content, locally produced products, organic food labels and price premiums positively and significantly affected utilitarian and hedonic attitudes. Both utilitarian attitudes and hedonic attitudes positively and significantly affected respondents’ buying behavior. A series of theoretical implications were identified.
Practical implications
The researchers concluded that providing consumers with practical information related to organic food, establishing local production facilities, developing content, standardizing labeling procedures and promoting a new organic certification system for small-scale producers will encourage more consumers to purchase organic food.
Originality/value
This study first examines the food trust buying behavior of organic foods and related consumption behavior theory questions. It mainly takes the stimulus–organism–response model as the foundation of its approach. Simultaneously, it also conforms to utilitarian behavior theory, and the process by which consumers become better aware of organic foods’ quality.
This study examines the relationships among emotional experience, authenticity experience, festival identity, and support for tourism development among attendees at two well-known traditional religious festivals in Taiwan. Our theoretical models suggest that authenticity experience directly affects attendees' festival identity and indirectly affects attendees' support for the tourism development of the Dajia Mazu Pilgrimage festival and the Neimen Songjiang Battle Array festival. Moreover, attendees' emotional experience positively, significantly, and directly affects their festival identity and indirectly affects their support for the tourism development of the Dajia Mazu Pilgrimage festival. The theoretical framework of this study provides insightful suggestions about festival implications that are valuable to researchers and practitioners in the field of festival tourism and extends our understanding of traditional religious festivals attendees' support for tourism development. This study sheds light on previously proposed but unexamined behavioural models as applied to the attendees of traditional religious festivals and thus contributes significantly to the literature on festival tourism and attendees' behaviour at festivals. We conclude that when people participate in traditional religious festivals such as the ones under consideration, they gain authentic experiences, which strengthens their sense of traditional religious festival identity and place attachment; as a result, they are more likely to support tourism development.
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