FACTORS INFLUENCING THE PURCHASING BEHAVIOR OF ORGANIC FOOD AMONG CONSUMERS IN CHONGQING

Resumo

This study is based on the Theory of Planned Behavior (TPB) and examines the factors influencing the purchase behavior of organic food among consumers in Chongqing from multidisciplinary perspectives, including economics, marketing, and psychology. The research constructs a model that includes independent variables of behavioral attitude (cognitive attitude, instrumental attitude, and affective attitude), subjective norms (descriptive norms, injunctive norms, and conformity norms), a mediating variable of purchase intention (repurchase intention and recommendation intention), and a dependent variable of purchase behavior (repeat purchase, recommendation behavior, and interaction). Data were collected using a 55 item questionnaire based on a seven-point Likert scale, yielding 280 valid responses. The study employs structural equation modeling (SEM) to analyze the data. Results indicate that both behavioral attitude and subjective norms have a significant positive effect on purchase intention, which in turn mediates the relationship to purchase behavior through repurchase intention and recommendation intention. Additionally, path coefficient analysis shows that the direct effects of behavioral attitude and subjective norms on purchase behavior are significantly positive. Bootstrapping was used to verify the mediating effects, and the results further support the research hypotheses. In the qualitative research segment, in-depth interviews with 20 consumers were conducted to supplement and explain the quantitative findings, revealing the psychological and social drivers underlying consumers' decision-making processes. The research results suggest that enhancing consumers' behavioral attitudes and subjective norms can effectively increase their purchase intentions and behaviors, thereby promoting the market adoption and sales of organic food.