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The Effects of Selection Criteria on Purchase Intention

This study investigated effects of consumers' selection criteria of environment friendly agricultural products upon purchasing intention based on the theory of planned behavior. 403 copies of effective answers were used. After test of validity and reliability, correlation, regression and multiple regression were used. The consumers' selection criteria of environment friendly agricultural products had significantly affirmative influence upon purchasing intention, and health, convenience, quality and familiarity did as well. A regression analysis with three variables of the theory of planned behavior was done to investigate effects of selection criteria, consumer attitudes and consumer trust upon purchasing intention to have affirmative influence in order of selection criteria, consumer trust and consumer attitudes. This study investigated effects of consumers' selection criteria, attitudes and trust of environment friendly agricultural products upon subjective norms, attitude toward the behavior and behavior of purchasing intention based on theory of planned behavior. The study gave new point of view on consumer behavior research concerning purchase of environment friendly agricultural products in the future. The study had limitation described at the end.

Abstract

Ⅰ. Introduction

Ⅱ. Theoretical Background

Ⅲ. Methodologies

Ⅳ. Demographic Characteristics

Ⅴ. Test of the Hypotheses

Ⅵ. Summary

References

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