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

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    Authors
    He, Qile
    Duan, Yanqing
    Wang, Ruowei
    Fu, Zetian
    Affiliation
    Coventry University
    University of Bedfordshire
    China Agricultural University, Beijing, China
    Issue Date
    2019-05-28
    
    Metadata
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    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.
    Citation
    He, Q., Duan, Y., Wang, R. and Fu, Z., (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. DOI: 10.1111/ijcs.12525
    Publisher
    Wiley
    Journal
    International Journal of Consumer Studies
    URI
    http://hdl.handle.net/10545/624472
    DOI
    10.1111/ijcs.12525
    Additional Links
    https://onlinelibrary.wiley.com/doi/abs/10.1111/ijcs.12525
    https://pureportal.coventry.ac.uk/en/publications/factors-affecting-consumers-purchase-intention-of-eco-friendly-fo
    Type
    Article
    Language
    en
    ISSN
    1470-6423
    EISSN
    1470-6431
    ae974a485f413a2113503eed53cd6c53
    10.1111/ijcs.12525
    Scopus Count
    Collections
    Derby Business School

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