Trust, price sensitivity and consumers' organic food purchasing behaviour in China

Abstract

Trust and prices are two factors of organic food purchasing intention and behaviour, which have been received more attention. However, the research of the former failed to address the role of trust in stakeholders, and findings of the latter did not make consistent. This study incorporates trust in producers, trust in retailers, and price sensitivity into an extended theory of planned behaviour (TPB) to examine their effects on consumers' organic food purchasing behaviour (OFP). We conducted an online survey and obtained data from 640 consumers in China to empirically test the model. The results show that the two types of trust play essential roles in OFP, and the impact of trust in retailers is stronger than that of trust in producers. Moreover, price sensitivity is a negative factor of OFP. Furthermore, trust in producers and trust in retailers significantly strengthen the relationships between OFP and its antecedents from the extended TPB model. In addition, price sensitivity acts as a negative moderator on the relationships between perceived behaviour control and OFP, as well as purchase intention and OFP, while the moderating effect of price sensitivity on the relationship between personal norms and OFP has not been established.

Consumers’ decision-making mechanism differs under the presence of risk, habits, and past behavior for organic fisheries foods

“…In general, when considering discrete food choices, attitudes were found to have the strongest association with intention, followed by PBC and subjective norms, while the behavior was mostly affected by intention and, to a lesser extent, by PBC (Huang et al, 2020;Menozzi et al, 2021;Rana & Paul, 2017;Xing et al, 2022). Based on these rationales, this study postulates that: H6: Intention significantly and positively influences OFF consumption behavior Perceived risk has been a pivotal concept in a spectrum of sustainable food studies worldwide, (Pandey et al, 2020;Wang & Tsai, 2014).…”

“…Besides perceived risk, model 1 witnessed the most vital role of attitude in shaping consumers' intention to consume OFF in Vietnam. This was supported by various organic studies worldwide including China (Chu, 2018;Xing et al, 2022), India (Dangi et al, 2020) and also Vietnam (Hoang et al, 2020;Thi Nguyen & Dang, 2022;Nguyen et al, 2019;Pham et al, 2019). To manipulate consumers' attitude, it is necessary to have them surrounded by others whose thoughts are critical to them, in the name of SN.…”

“…Next, subjective norms (SN) represents an individual's perception of social pressures on one's behavior (Ajzen, 1991). Consumers' intention to shop has been proved to be affected by such social pressures (Al-Swidi et al, 2014;Dang & Tran, 2020Xing et al, 2022). Also, prior analyses have revealed such identical impacts on consumers' attitude (Chu, 2018;Tarkiainen & Sundqvist, 2005).…”

The Perception of Food Quality and Food Value among the Purchasing Intentions of Street Foods in the Capital of the Philippines

“…The TPB Model is considered to be one of the most popular conceptual tools when studying consumer behavior. It focuses on three main factors-Attitude, Subjective Norms, and Perceived Behavioral Control, which influences Intention and, consequently, an individual's behavior [31,[44][45][46][47][48]. From related studies, an extended or modified version of the TPB has been used among other studies covering halal food purchases [39], organic food [45], street food [46], sustainable food [47], and Genetically Modified Food [48].…”

“…It focuses on three main factors-Attitude, Subjective Norms, and Perceived Behavioral Control, which influences Intention and, consequently, an individual's behavior [31,[44][45][46][47][48]. From related studies, an extended or modified version of the TPB has been used among other studies covering halal food purchases [39], organic food [45], street food [46], sustainable food [47], and Genetically Modified Food [48]. Related studies have justified lacking analyses and measurements of consumer behavior regarding food consumption.…”