Factors Influencing Consumers’ Organic Food Continuous Purchase Intentions during the Post-Pandemic Era: An Empirical Investigation in China

Foods · 4 authors, 2 centres

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TL;DR

This cross-sectional survey of 460 Chinese consumers used structural equation modeling to compare a modified Theory of Planned Behavior model (M-TPB) with the original TPB model for predicting continuous organic food purchase intentions in the post-COVID-19 era. The M-TPB model, which incorporated Chinese cultural constructs, health consciousness, perceived value of organic food, and impact of COVID-19, explained 65% of variance compared to 40% for the original TPB model.

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This study surveyed 460 Chinese consumers and analyzed responses using structural equation modeling to examine factors influencing continuous organic food purchase intentions (CPI) during the post-COVID-19 era. A modified TPB framework (M-TPB) replaced subjective norms with Chinese cultural variables (face consciousness and group conformity) and added health consciousness, perceived value of organic food (PVOF), and impact of COVID-19 (IOC). Results showed that attitude had the most significant impact on CPI in both models. Perceived behavioural control, attitude, face consciousness, group conformity, health consciousness, IOC, and PVOF all positively and significantly influenced CPI, while subjective norms were not significantly related. IOC also positively influenced health consciousness and PVOF. The M-TPB model explained 65% of variance in CPI versus 40% for the original TPB.

STUDY TYPE

cross-sectional

SPECIALTY

public health

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AI pipeline

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100% · A

ORIGINAL PAPER

PMC10137707

Factors Influencing Consumers’ Organic Food Continuous Purchase Intentions during the Post-Pandemic Era: An Empirical Investigation in China

Foods

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ABSTRACT

During the evolutionary phases of the COVID-19 pandemic, consumers’ eating habits and spending behaviours have progressively shifted to the pursuit of the safer and healthier food products, such as organic food. Therefore, this study investigated the factors affecting Chinese buyers’ organic food continuous purchase intentions (CPI) during the post-pandemic era. To better adapt to the current consumption context in China, this study proposed a modified TPB framework (M-TPB), by replacing subjective norms with Chinese cultural variables, such as face consciousness and group conformity, and adding constructs of perceived value of organic food (PVOF), health consciousness, and the impact of COVID-19 (IOC). Convincingly, experimental results from a structural equation model analysis of 460 usable responses indicate that M-TPB has superior explanatory power (R 2 = 65%) compared with the TPB model (R 2 = 40%) for explaining organic food CPI during the post-pandemic period. The path analysis demonstrated that perceived behavioural control, attitude, face consciousness, group conformity, health consciousness, IOC, and PVOF had substantial positive effects on CPI, while subjective norms were not significantly related. Moreover, IOC exhibited a positive and significant relationship with health consciousness and PVOF. These findings can be useful for stakeholders in the Chinese organic food industry to generate timely promoting strategies during the post-pandemic period.

CITATION EXPORT

Xin Qi, Junjie Mou, Chaoyue Meng et al.. Factors Influencing Consumers’ Organic Food Continuous Purchase Intentions during the Post-Pandemic Era: An Empirical Investigation in China. Foods. (2023). https://doi.org/10.3390/foods12081636

AUTHORS

4 · 2 CENTRES

Xin Qi, Junjie Mou, Chaoyue Meng, Angelika Ploeger

1Management College, Ocean University of China, Qingdao 266100, China
2Specialized Partnerships in Sustainable Food Systems and Food Sovereignty, University of Kassel, 37213 Kassel, Germany

EDITOR / REVIEWER

Derek V. Byrne