PurposeThis study aims to examine the attitudinal inconsistency among Taiwanese consumers toward organic agriculture/food, and its relationship to their willingness to pay a premium and purchase for organic product.Design/methodology/approachA telephone survey consisting of 913 households was made to reach an estimated 3.3 percent sampling error with 95 percent confidence level.FindingsIt was found that those who were female, who had higher occupation prestige, who had college education levels, who were aged in their 40s, and who possessed an optimistic opinion toward the necessity of organic farming tend to pay a premium for and buy organic food. The majority of Taiwanese respondents showed a high level of concern about pesticides but a low trust in organic food, which revealed an attitudinal inconsistency toward organic agriculture/food. A multiple discriminant analysis with a moderating variable shows that consumers' trust in organic food and their pesticide concern jointly explain the respondents' willingness to pay a premium and purchasing behavior. The influence of consumers' pesticide concern on their willingness to pay a premium and purchase actually depends on their levels of trust.Originality/valueAs a whole, lack of trust and confusing organic product certification levels is the main barrier to Taiwan's organic agriculture development. Further communication and policy modification is needed to reinforce consumers' confidence in organic agriculture/food.

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Seniors are increasingly being recognised as a significant group of tourists by both the private sector and academic researchers. Drive tourism is also recognised as a significant market with the potential to stimulate new tourism development in regional areas. Together, seniors and drive tourism constitute a significant tourism market sector that has to date received little attention. This paper examines aspects of the seniors drive tourism market and finds that the majority of seniors who go on holiday travel by car, preferring the cooler non-school-holiday periods for travel. Word of mouth was found to be a significant information source for seniors. The paper also examines the likely impact of baby boomers on the senior drive market in the future, and finds that this group will have different demands from current seniors.

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This article extends earlier research regarding the relationships between senior travelers' participation in activities while on vacation, their overall satisfaction with their travel experiences, and their psychological well-being. A path model was developed to depict the direct and indirect relationships between these variables by using a sample of senior tourists traveling on North American escorted tour itineraries. Whereas the direct effect accounted for 98% of the relationships between the senior tourists'levels of participation in activities and their psychological well-being, the indirect effect was negligible. The study concluded that senior tourists'activity levels were significantly related to their psychological well-being, but their satisfaction with the tours was not.