The Moderating Effect Of Information Source On Purchasing Intention Of Green Food

Based on the theory of planned behavior,this paper uses questionnaire survey and quasi-experimental research method to study the impact of information sources,product pricing and other factors on consumers' intention to purchase green food.The study found that consumers' intention to purchase green food has correlation with attitude of buying green food,subjective norm and perceived difficulty.In addition to that,the source of information and price information also play regulatory roles in this process.This shows that the information sources not only can adjust the impact of social-level-attitude of the participants and the perceived behavioral control on purchase intention,but also can adjust the impact of price on purchase intention.The factors impacting purchase willing include average family incoming,consumption capacity and religion belief.From view of enterprises and government,attitude,subjective norm and perceived behavioral control affect consumer's decision making.Improving promotion of green food knowledge and having better proper pricing will boost consumer's purchase willing and facilitate the sales of green food.