Measuring the Causal Relationships between Past Consumption,Health Belief, Subjective Norm, Attitude, Intention and Behaviorand Purchase of Organic Foods

과거 소비, 건강 신념, 주관적 규범, 태도, 의도와 유기농 음식 구매 행동의 인과관계 평가

The purpose of this study was to measure the causal relationships between past consumption, health belief, subjective, attitude, intention and purchase of organic foods. Total 326 copies of questionnaire were completed. The structural equation model was used to measure the causal effect among constructs. The results demonstrated that the confirmatory factor analysis model provided a good model fit. The proposed model yielded a significantly better fit to the data than the baseline model and the extended model. The effects of past consumption, health belief and subjective norm on attitude and intention were statistically significant. The effects of attitude on intention and behavior to purchase organic food were statistically significant. As expected, health belief and subjective had significant effects on behavior to purchase organic foods. Moreover, past consumption, health belief and subjective norm had indirect influences on intention through mediated variables. Based on the empirical results and findings, some suggestions are provided to the institutions concerned so as to facilitate this organic sector's on-going expansion in the food industry.