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The Effect of Purchasing Factors of Environment-Friendly Agricultural Products on Consumer Attitude and Purchasing Intention  

Lee, Jong-Ho (Dept. of Hospitality and Tourism Mnagement, Kyungsung University)
Publication Information
Culinary science and hospitality research / v.22, no.4, 2016 , pp. 204-221 More about this Journal
Abstract
The study tested the moderating effect of 215 women living in Busan to analyze the purchase intention (awareness, health interests, environmental interests) of environment-friendly agricultural products and it's the causal relationship between consumer attitudes and purchasing intention. The results confirmed that all purchase factors for environment-friendly agricultural products had significant causality on consumer attitudes. Significant causality of consumer attitudes on purchase intention was also confirmed. The moderating effect of the number of purchases was analyzed to only significantly affect consumer attitudes on purchase intention and consumer attitudes according to number of purchases were analyzed to vary depending on the intensity of purchase. Information presented in this study means that consumers who are aware of environment-friendly agricultural products, interested in health, and interested in protecting the environment exhibit positive attitudes on environment-friendly agricultural products as well as higher purchase intentions. Therefore, if government and local organizations strengthen the promotion of environment-friendly agricultural products, there may be an acceleration of the consumption of environment-friendly agricultural products, followed by an increase in the income of farmers as well as an increase in the number of farmers who cultivate environment-friendly agricultural products. This may ultimately aid in the conservation of the natural environment of Korea and enhance the health and well-being of the public.
Keywords
purchasing factors; moderating effect; environment-friendly agricultural products; consumer attitudes; purchasing intention;
Citations & Related Records
Times Cited By KSCI : 9  (Citation Analysis)
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