무역학회지 (Korea Trade Review)

한국무역학회 (Korea Trade Research Association)
권호 표지
DOI QR코드

DOI QR Code

계획행동이론을 적용한 COVID-19 전후 중국 소비자의 유기농 농산물 구매의향에 영향을 미치는 요인에 관한 실증분석

An empirical analysis of the factors influencing Chinese consumers' willingness to purchase organic agricultural products before and after the COVID-19 epidemic through the application of planned behavior

  • 쉬카이 (경희대학교 테크노경영대학원) ;
  • 김우형 (경희대학교 테크노경영대학원) ;
  • 조용석 (경희대학교 테크노경영대학원)
  • Xu Kai (Graduate School of Technology Management, Kyunghee University) ;
  • Woohyoung Kim (Graduate School of Technology Management, Kyunghee University) ;
  • Yongseok Cho (Graduate School of Technology Management, Kyunghee University)
  • 투고 : 2022.03.10
  • 심사 : 2022.06.28
  • 발행 : 2022.06.30
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

This paper takes the factors influencing consumers' purchase of organic agricultural products before and after the COVID-19 epidemic as the starting point, decomposes Chinese consumers' purchase behavior of organic agricultural products into questionnaire surveys before and after the COVID-19 epidemic with the help of the theory of planned behavior, and builds structural equation regression models to compare and analyze them respectively. The study investigates whether this change has any impact on consumers' purchasing behavior of organic agricultural products, and proposes rationalized countermeasures from different perspectives based on the results of the study. To this end, this study collected 219 valid questionnaires by combing through domestic and international literature and referring to scholars' mature scales for measurement. The results showed that consumers' attitudes, subjective norms and perceptual behavioral control of organic agricultural products before and after the COVID-19 epidemic had a significant positive effect on consumers' willingness to purchase; however, it can be seen that the intervention of the COVID-19 epidemic event has significantly improved consumers' attitudes, subjective norms and perceptual behavioral control of organic agricultural products.

키워드

참고문헌

  1. Abdulmuhsin, A. A., Degirmenci, B., Efendi̇oglu, I. H., and Y. Durmaz (2021). The perception of COVID-19 and avoidance behavior in Turkey: the role of income level, gender and education. International Journal of Emerging Markets.
  2. Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-T
  3. Bae, S. Y., & P. J. Chang (2021). The effect of coronavirus disease-19 (COVID-19) risk perception on behavioural intention towards 'untact'tourism in South Korea during the first wave of the pandemic (March 2020). Current Issues in Tourism, 24(7), 1017-1035. https://doi.org/10.1080/13683500.2020.1798895
  4. Cammarata, M., G., Timpanaro, and A. Scuderi (2021). Assessing sustainability of organic livestock farming in Sicily: A case study using the Fao Safa framework. Agriculture, 11(3), 274.
  5. Kim, Dae-cheol., J. H Kim and D. Kim (2018). The effect of food tourism behavior on food festival visitor's revisit intention. Sustainability, 10(10), 3534.
  6. Choi, D., and K. K Johnson (2019). Influences of environmental and hedonic motivations on intention to purchase green products: An extension of the theory of planned behavior. Sustainable Production and Consumption, 18, 145-155. https://doi.org/10.1016/j.spc.2019.02.001
  7. Du, J., and W Pan (2021). Examining energy saving behaviors in student dormitories using an expanded theory of planned behavior. Habitat International, 107, 102308.
  8. Galanakis, C. M., Rizou, M., Aldawoud, T. M., Ucak, I., and Rowan, N. J. (2021). Innovations and technology disruptions in the food sector within the COVID-19 pandemic and post-lockdown era. Trends in Food Science & Technology, 110, 193-200. https://doi.org/10.1016/j.tifs.2021.02.002
  9. Hagger, M. S., Cheung, M. W. L., Ajzen, I., & Hamilton, K. (2022). Perceptual behavioral control moderating effects in the theory of planned behavior: A meta-analysis. Health Psychology.
  10. Haustein, S., and A. F Jensen (2018). Factors of electric vehicle adoption: A comparison of conventional and electric car users based on an extended theory of planned behavior. International Journal of Sustainable Transportation, 12(7), 484-496. https://doi.org/10.1080/15568318.2017.1398790
  11. Hair Jr., J.F., Black, W.C., Babin, B.J. and R.E. Anderson, (2009) Multivariate Data Analysis. 7th Edition, Prentice Hall, Upper Saddle River, 761.
  12. Kumar, G. A. (2021). Framing a model for green buying behavior of Indian consumers: From the lenses of the theory of planned behavior. Journal of Cleaner Production, 295, 126487.
  13. La Barbera, F., and I. Ajzen (2020). Control interactions in the theory of planned behavior: Rethinking the role of subjective norm. Europe's Journal of Psychology, 16(3), 401.
  14. Lebelo, K., N Malebo, , M. J Mochane,. and M Masinde (2021). Chemical contamination pathways and the food safety implications along the various stages of food production: a review. International Journal of Environmental Research and Public Health, 18(11), 5795.
  15. Liu, Y.,J Li,. and Y Yang (2018). Strategic adjustment of land use policy under the economic transformation. Land Use Policy, 74, 5-14. https://doi.org/10.1016/j.landusepol.2017.07.005
  16. Lu, Y., Y Zhang, .,Y Hong,, He, L., and Y Chen,. (2022). Experiences and Lessons from Agri-Food System Transformation for Sustainable Food Security: A Review of China's Practices. Foods, 11(2), 137.
  17. Maichum, K., Parichatnos, S., pENG, K-C,(2016). Application of the extended theory of planned behaviuor model to investigate purchase intention of green products among Thai consumer. Sustainability, 8(10), 1077.
  18. Marmaya, N. H., Zakaria, Z., & Desa, M. N. M. (2019). Gen Y consumers' intention to purchase halal food in Malaysia: a PLS-SEM approach. Journal of Islamic Marketing.
  19. Matute, J., Palau-Saumell, R., Meyer, J., Derqui, B., and Jimenez-Asenjo, N. (2021). Are you getting it? Integrating theories to explain intentions to get vaccinated against COVID-19 in Spain. Journal of Risk Research, 1-20.
  20. Nie, Y. Y., Rong-Da Liang, A., & Wang, E. C. (2021). Third-party certification labels for organic food: consumers' purchase choice and willingness-to-pay. British Food Journal.
  21. Nayum, A., Klockner, C. A., and M, Mehmetoglu, (2016). Comparison of socio-psychological characteristics of conventional and battery electric car buyers. Travel Behaviour and Society, 3, 8-20. https://doi.org/10.1016/j.tbs.2015.03.005
  22. Nie, H., Vasseur, V., Fan, Y. and J, Xu, (2019). Exploring reasons behind careful-use, energy-saving behaviours in residential sector based on the theory of planned behaviour: Evidence from Changchun, China. Journal of Clearner Production, 230, 29-37. https://doi.org/10.1016/j.jclepro.2019.05.101
  23. Pu, B., Zhang, L., Tang, Z., and Y. Qiu, (2020). The relationship between health consciousness and home-based exercise in China during the COVID-19 pandemic. International journal of environmental research and public health, 17(16), 5693.
  24. Sun, L., Cao, X., Alharthi, M., Zhang, J., Taghizadeh-Hesary, F., and M. Mohsin, (2020). Carbon emission transfer strategies in supply chain with lag time of emission reduction technologies and low-carbon preference of consumers. Journal of Cleaner Production, 264, 121664.
  25. Roh Tae-woo, Jun-Hee Seok, and Yae-Ri Kim, (2022). Unveiling ways to reach organic purchase: Green perceived value, perceived knowledge, attitude, subjective norm, and truse, Journal of Retailing and Consumer Services, 67, 102988.
  26. Taufique, K. M. R., and S. Vaithianathan, (2018). A fresh look at understanding Green consumer behavior among young urban Indian consumers through the lens of Theory of Planned Behavior. Journal of cleaner production, 183, 46-55. https://doi.org/10.1016/j.jclepro.2018.02.097
  27. Tommasetti, A., P, Singer,, O.Troisi,, and G.Maione, (2018). Extended theory of planned behavior (ETPB): Investigating customers' perception of restaurants' sustainability by testing a structural equation model. Sustainability, 10(7), 2580.
  28. Tudi, M., Daniel Ruan, H., Wang, L., Lyu, J., Sadler, R., Connell, D., ... & Phung, D. T. (2021). Agriculture development, pesticide application and its impact on the environment. International journal of environmental research and public health, 18(3), 1112.
  29. Vahdat, A., A. Alizadeh,, Quach, S., and N, Hamelin, (2021). Would you like to shop via mobile app technology? The technology acceptance model, social factors and willingness to purchase. Australiasian Marketing Journal, 29(2), 187-197. https://doi.org/10.1016/j.ausmj.2020.01.002
  30. Wang, J. J., and N. Y. Tsai (2022). Factors affecting elementary and junior high school teachers' behavioral intentions to school disaster preparedness based on the theory of planned behavior. International Journal of Disaster Risk Reduction, 69, 102757.
  31. Wu, W. Y., Do, T. Y., Nguyen, P. T., Anridho, N., and Vu, M. Q. (2020). An integrated framework of customer-based brand equity and theory of planned behavior: A meta-analysis approach. The Journal of Asian Finance, Economics, and Business, 7(8), 371-381. https://doi.org/10.13106/JAFEB.2020.VOL7.NO8.371
  32. Wu, S, L. and J. Y.Chen (2014). A model of green consumption behavior constructed by the throry of planned behavior, International Journal of Marketing, 6(5), 119.
  33. Zhao, C., Zhang, M. and W. Wang (2019a). Exploring the influences of severe haze pollution on residents' intention purchase energy-saving appliances. Journal of Cleaner Production, 212, 1536-1543.  https://doi.org/10.1016/j.jclepro.2018.12.134