Journal of the Korean Society of Food Culture (한국식생활문화학회지)

Korean Society of Food Culture (한국식생활문화학회)
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Measuring the Effects of Belief, Subjective Norm, Moral Feeling and Attitude on Intention to Consume Organic Beef

유기농 쇠고기에 대한 신념, 주관적 규범, 도덕 관념과 태도가 소비 의도에 미치는 영향 평가

  • Kang, Jong-Heon (Department of Cooking Science, Sunchon National University) ;
  • Jeong, Hang-Jin (Department of Cooking Science, Sunchon National University)
  • Published : 2008.06.30
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Abstract

The purpose of this study was to assess the causal relationships among belief, subjective norm, moral feeling, attitude, and the intention to consume organic beef. A total of 326 questionnaires were completed by adult in Jeonnam area. Structural equation modeling was used to measure the causal relationships among the constructs. The structural analysis results indicated an excellent model-data fit. The covariance effects of belief and subjective norm, and belief and moral feeling were statistically significant. The effects of belief and moral feeling on attitude and intention to consume were also statistically significant. As expected, attitude had significant effects on intention to consume. Moreover, attitude played a mediating roles in the relationship between belief and intention to consume. Finally, based on structural analysis, a model was proposed for the interrelations among belief, subjective norm and moral feeling towards organic food, attitude and intention to consume. It should be noted that the original organic food consumption model was modified, and should preferably be validated by future research. Other constructs, such as perceived behavior control and consumption, may be incorporated to form models that consist of new antecedent and consequence pairs.

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References

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