ArticleFrontiers in psychology2022
Values, Motives, and Organic Food Consumption in China: A Moderating Role of Perceived Uncertainty.
Article in Frontiers in psychology, 2022. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 4 papers.
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Who cites it
4 citing papers in PubMed.
- The effect of credence attributes on willingness to pay a premium for organic food: A moderated mediation model of attitudes and uncertainty.Frontiers in psychology · 2023Article
- Consumers' Perception towards Organic Products before and after the COVID-19 Pandemic: A Case Study in Bihor County, Romania.International journal of environmental research and public health · 2022Article
- Increase consumers' willingness to pay a premium for organic food in restaurants: Explore the role of comparative advertising.Frontiers in psychology · 2022Article
- Employees buying organic food intention: An extension of the theory of planned behavior.Frontiers in psychology · 2022Article
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Authors and funding
4 authors.
Funding
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Abstract
The present research attempts to understand the importance of altruistic and egoistic values in determining consumers' motives and intention to purchase organic foods. Using the face-to-face survey approach, a total of 1,067 responses were collected from consumers in China. Data analysis was performed using a two-step structural equation modeling (SEM) approach, i.e., measurement and structural models. The findings indicated that both values influence the intention to purchase organic foods through the mediation of motives. Specifically, the altruistic value influences the environmental concern (EC), and the egoistic value influences the health concern (HC). Moreover, the perceived uncertainty negatively moderates a relationship between consumer HC and organic purchase intention while positively moderating a relationship between consumer EC and organic purchase intention. Several implications and suggestions are also discussed.
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