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Factors Influencing Organic Food Purchase of Young Chinese Consumers
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2015 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Organic food has drawn attention of more and more consumers. As a result, many researchers have attempted to explain the motivations and marketing issues relevant to the topic. The previous studies provide some conflicting results and could not produce a comprehensive understanding of organic food consumers in China. Given the present research, this paper attempts to conduct a comprehensive study of organic food consumption by examining a variety of factors influencing the consumption of organic food and provide some marketing implications through a survey of young consumers in a large metropolitan area in China. The results have shown that the revised TRA model has been successfully applied in this study. The research has concluded that “food safety”, “nutrition”, and “environmental friendly” are significant factors to impact the purchase of organic food while considering the demographical variables. In addition, the study found that consumers prefer vegetables, fruits, grain and beans, milk, meat and eggs to be organic, which are ranked according to the degree of preference. Moreover, the research suggests that the main barriers bringing about the gap between attitudes and behaviors are price, the distrust on certifications of organic food, and unavailability. These findings have implications for marketing communications to consumers and potentially for organic product development.

Place, publisher, year, edition, pages
2015. , 39 p.
Keyword [en]
Organic food, motivations, barriers, attitude, behavior
National Category
Economics and Business
URN: urn:nbn:se:uu:diva-256003OAI: oai:DiVA.org:uu-256003DiVA: diva2:824298
Subject / course
Business Studies
Educational program
Business Aministration and Economics Programme
Available from: 2015-06-24 Created: 2015-06-21 Last updated: 2015-06-24Bibliographically approved

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Li, Xiufeng
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