Research For Factors Of Organic Food Purchase Intention

The food industry is not only related to people's health and safety,but also to the development of the national economy.With the improvement of people's living standards,people pay more attention to the safety and quality of food.Since the 21 st century,the frequent occurrence of food safety incidents has not only affected the development of the industry,but also threatened the health of the people.Frequent occurrences of food safety incidents have led consumers to become suspicious of common foods on the market and focus on safer foods such as green food,organic food and pollution-free food.According to data from Zhiyan Consulting,China has become the fourth largest consumer of organic food in the world,but organic food still accounts for only 1% to 1.5% of the entire Chinese food market.In China,the consumption of organic food is mainly concentrated in first-tier cities such as Beijing,Shanghai,Guangzhou,and Shenzhen.Consumption in small and medium-sized cities is even rarer,and consumption in rural areas is almost zero.Under the intensified Sino-US trade friction,organic food exports are facing a difficult situation.Organic companies must move to the domestic market and actively explore the domestic market,thus promoting the development of the organic industry.So,in the context of frequent food safety incidents,what influences consumer intention to buy organic foods?Firstly,Based on the Reasoned Behavior Theory,which is the most widely accepted theory in the field of consumer purchasing behavior research,the paper added two variables,food risk perception and food risk information trust,to establish an extended reasoned behavior theory model.The paper studied the factors of consumers' organic food purchase intention.These factors included subjective norm,organic food attitude,food risk perception,and food risk information trust.Perceived risk is an important factor in assessing food safety.Moreover,food hazards play an important role in food consumption choices.Therefore,this paper measured consumer perceptions of food risks by measuring consumer knowledge,concern,and severity of food hazards.However,when consumers actively search for or passively receive food risk information and trust it,their food risks will also increase.Therefore,this paper introduced food risk information trust as an antecedent variable of food risk perception.This paper analyzed the factors of organic food purchase intention by establishing a structural equation model and finally proposed corresponding recommendations based on the research conclusions.The paper have four conclusions.First,Consumers worried about food safety and lacked confidence in food safety;Second,consumers had less confidence in food risk information and a greater risk perception of food hazards;Third,food risk information trust,food risk perception,subjective norms and organic food attitude had a direct impact on organic food purchase intention;Then,organic food attitude had a partial mediating effect between subjective norm and organic food purchase intention;Finally,food risk perception played a partial mediating role between food risk information trust and organic food purchase intention..Based on the conclusions of this study,in order to reduce consumers' concern about food safety,restore their confidence,expand the domestic market of organic foods,and promote the development of organic food industry,the following recommendations are proposed: First,identify,prevent and control food hazards;Then,Guide and standardize food safety information;Finally,Promote,support and promote organic agriculture.