Predicting Chinese Consumers’ Intentions to Purchase Organic Food based on TPB Model

The aim of the present study is to identify the factors influencing Chinese consumers’ intentions to purchase organic food based on Theory of Planned Behavior (TPB) model. An online questionnaire was distributed through Email to Chinese consumers living in major cities of China and abroad to collect the data. The TPB model is tested as having good fit to the data. The results obtained from the empirical study suggest that attitude, subjective norms and perceived behavioral control had a statistically significant and positive relationship with Chinese consumers’ intentions to purchase organic food. In this study, subjective norms can explain more variance than the other two predictors in predicting Chinese consumers’ purchasing intentions of organic food. This key finding provides essential managerial implications to the marketers in this industry. This study provides a theoretical framework for understanding Chinese consumers’ purchasing intention of organic food. It was found that consumers’ attitudes towards organic food, subjective norms, and perceived behavioral control have a positive association with purchasing intention. In present study, subjective norms can explain more variance than the other two predictors, therefore, it can be seen as the most important predictor in explaining Chinese consumers’ purchasing intentions of organic food.