Factors affecting consumers’ purchase intention of eco‐friendly food in China: The evidence from respondents in Beijing

Journal article


He, Q., Duan, Yanqing, Wang, Ruowei and Fu, Zetian 2019. Factors affecting consumers’ purchase intention of eco‐friendly food in China: The evidence from respondents in Beijing. International Journal of Consumer Studies. 43 (5), pp. 457-470. https://doi.org/10.1111/ijcs.12525
AuthorsHe, Q., Duan, Yanqing, Wang, Ruowei and Fu, Zetian
Abstract

The purpose aims to examine the key factors influencing Chinese consumer’s purchasing behaviour of eco‐friendly food in China giving its context as an emerging economy and its rapidly rising importance in the world eco‐friendly food market. This paper adopts and extends the Responsible Environmental Behaviour (REB) theory by empirically testing key psychosocial factors influencing the purchase intention of eco‐friendly food and the moderating effects of consumers’ demographic characteristics on the relationship between the key psychosocial factors and the purchase intention. A number of hypotheses are proposed. A questionnaire was designed and distributed via online survey in Beijing, China. A total of 239 valid responses were received. The empirical data were used to test the research hypotheses using the hierarchical multiple regression analysis. The research finds that the personality factors in the REB model (i.e., pro‐environmental attitudes, the internal locus of control and personal responsibly) have significant positive effects on the consumers’ eco‐friendly food purchase intention. Such effect is stable across consumers with different income levels. On the other hand, the knowledge–skill factors in the REB model do not have significant effect on the purchase intention of consumers. This study contributes to a better understanding of factors affecting eco‐friendly food consumption intention in China and the behavioural characteristics of consumers in developing countries. Moreover, the findings also shed light on the applicability of the REB theory in emerging economies and a specific industrial context.

KeywordsApplied Psychology; Marketing; Economics and Econometrics; Public Health, Environmental and Occupational Health
Year2019
JournalInternational Journal of Consumer Studies
Journal citation43 (5), pp. 457-470
PublisherWiley
ISSN1470-6423
1470-6431
Digital Object Identifier (DOI)https://doi.org/10.1111/ijcs.12525
Web address (URL)http://hdl.handle.net/10545/624472
http://onlinelibrary.wiley.com/termsAndConditions#vor
hdl:10545/624472
Publication dates28 May 2019
Publication process dates
Deposited13 Feb 2020, 10:42
Accepted27 Apr 2019
ContributorsCoventry University, University of Bedfordshire and China Agricultural University, Beijing, China
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