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http://dx.doi.org/10.20878/cshr.2017.23.2.005

Structural Influence and Relationship between the Environmentally-friendly Attitude and Purchase Intention based on the College Students' Values towards Organic Produces - Moderating Effect of Consumer Confidence -  

Kim, Jong-Suck (Dept. of Foodservice Management, Kyungsung University)
Lee, Jong-Ho (Dept. of Foodservice Management, Kyungsung University)
Publication Information
Culinary science and hospitality research / v.23, no.2, 2017 , pp. 45-55 More about this Journal
Abstract
The fundamental objective of cultivating organic farm produces is to preserve the natural environment and protect eco system so as to maintain the environment where people can live. In the current social atmosphere, the value and attitude of the college students to the environment are significant as they will take the leading part in the future. College students in Busan participated in the survey for the study to prove the moderating effect of the confidence with organic farm produces by investigating the casual relationship among the purchase intention, the environmentally-friendly attitude, and the consumption value of college students. The questionnaires were distributed over the period from October $15^{th}$, 2016 to $30^{th}$.261 papers of the questionnaires were analyzed with SPSS (V 23.0) and AMOS (V 21.0) programs. The analysis on Confidence, Confirmatory Factors, Structural Equation Modeling was compared with Chi-square considering the degrees of freedom between the two models in order to investigate the moderating effect from the purchasing frequency. The result from the analysis confirms that there is a casual relationship between college students' values of organic farm products and the environmentally-friendly attitude. Consumer confidence has a moderating effect on the attitude and purchase intention. As it can be seen from the result of the analysis, it is necessary for municipal governments and the government to push ahead with the policies on organic farm products in the future as it is proved that there is a casual relationship among the attitude, purchase intention and the students' values of the organic farm products.
Keywords
organic products; purchase intention; consumer confidence; college students;
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