Factors that Affect Consumers' Willingness to Buy Organic Food—Using Teenagers as an Example

Research Article
Open access

Factors that Affect Consumers' Willingness to Buy Organic Food—Using Teenagers as an Example

Xingyu Guo 1 , Chenggong Song 2*
  • 1 Canada Rosedale Global High school, Toronto, Canada    
  • 2 Beijing Shunyi Niulanshan First Secondary School, Beijing, China    
  • *corresponding author 3180200009@caa.edu.cn
LNEP Vol.5
ISSN (Print): 2753-7056
ISSN (Online): 2753-7048
ISBN (Print): 978-1-915371-35-5
ISBN (Online): 978-1-915371-36-2

Abstract

With the rise of people's living standards and quality to pursue a healthier lifestyle, the purchase of organic food has gradually increased, thus becoming more and more common. Some people now care more about the quality of food rather than the price. Teenagers (between13-19) could be one of the majorities of needing to buy healthy food. So it is essential to know teenagers' attitudes toward organic food. Based on the planned behavior model, this paper studies three dimensions of behavior attitude, subjective norms, and perceptual behavior control, including three factors: consumers' love for organic food, subjective social norms for organic food, and consumers' perceived ability to control the behavior of purchasing organic food. This paper obtains valid data through questionnaires, then analyses the data and verifies that the hypothesis is valid. According to the study results, young consumers' willingness to buy organic food is influenced by their classmates and friends and spending power. Finally, some suggestions are given for the purchasing behavior of young people.he data were obtained through the questionnaire survey, quantified, tested the hypotheses, and made an analysis and suggestions, according to the study's findings, for young consumers' inclination to purchase organic food.

Keywords:

Planning behavior model, Young people buy intention, Organic food

Guo,X.;Song,C. (2023). Factors that Affect Consumers' Willingness to Buy Organic Food—Using Teenagers as an Example. Lecture Notes in Education Psychology and Public Media,5,662-673.
Export citation

References

[1]. AJZEN I. The theory of planned behavior. Organizational Behavior and Human Decision Proceses,1991, 50(2):179 211

[2]. AJZEN I. Perceived behavioral control, self-eficacy, locus of control, and the theory of planned behavior. Journal of Applied Social Psychology,2002,32(4):665 683.

[3]. AJZEN I,DRIVER B L. Prediction of leisure participation from behavioral, normative, and control beliefs: an application of the theory of planned behavior.Leisure Sciences,1991 (13):185 204.

[4]. AJZEN I, DRIVER B L.Application of the theory of planned behavior to leisure choice.Journal of Leisure Research, 1992, 9.(24):207 224.

[5]. Lian,H. Li, B. Xiaoyi, Z. Shunlong, G. et al.Re-understanding the antecedents of functional foods purchase:mediating efect of purchase at titude and moderating effect of food neophobia. Food Quality and Preference, 2019(73):266 275.

[6]. Cheng, L. Analysis on influencing factors of consumers′wilingnes to pay for safe food:based on planned behavior theoretical framework. China Rural Survey, 2010(6):22-34.

[7]. AJZEN I, DRIVER B L.Application of the theory of planned behavior to leisure choice.Journal of Leisure Research, 1992, 9.(24):207 224.

[8]. Kefu, L. Jia, W. Impact mechanism of green consumption behavior based on Ajzen plan behavior theory. Financial Sciences, 2013, (2): 91 100. LAO K F, WU J.Research on influencing mechanism of consumer gren consumption behavior refering to TPB.Finance & Economics, 2013 (2):91 100.

[9]. Baichen, J. Tongtong, W. Consumers′cognition and purchase intention of fresh chicken under preference reversal:an analysis based on questionnaire data in Guangdong province.China Rural Survey,2017 (6):71- 85.

[10]. Jian, G. Guanghua,S.mechanism of approach motivation on the gren product purchase intention of consumer: based on PLS-SEM method. Journal of Statistics and Information, 2017,32 (2): 109- 116.

[11]. Bei, Z. Zhiping, H. Xiaowei,W.Marketing stimulation, psychological response and purchase intention and behavior of organic vegetable consumers. Journal of Agrotechnical Economics, 2014 (2):47- 56

[12]. Xin, S. Hui, Z. Shengshi, Z. Research on consumers′wilingnes and behavior to participate in the supervision of agricul-tural product quality and safety:Empirical analysis based on the survey data. On Economic Problems, 2018 (4): 62- 69.

Cite this article

Guo,X.;Song,C. (2023). Factors that Affect Consumers' Willingness to Buy Organic Food—Using Teenagers as an Example. Lecture Notes in Education Psychology and Public Media,5,662-673.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

Disclaimer/Publisher's Note

The statements, opinions and data contained in all publications are solely those of the individual author(s) and contributor(s) and not of EWA Publishing and/or the editor(s). EWA Publishing and/or the editor(s) disclaim responsibility for any injury to people or property resulting from any ideas, methods, instructions or products referred to in the content.

About volume

Volume title: Proceedings of the International Conference on Interdisciplinary Humanities and Communication Studies (ICIHCS 2022), Part 4

ISBN：978-1-915371-35-5(Print) / 978-1-915371-36-2(Online)
Editor：Matilde Lafuente-Lechuga, Muhammad Idrees
Conference website: https://www.icihcs.org/
Conference date: 18 December 2022
Series: Lecture Notes in Education Psychology and Public Media
Volume number: Vol.5
ISSN：2753-7048(Print) / 2753-7056(Online)

© 2024 by the author(s). Licensee EWA Publishing, Oxford, UK. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license. Authors who publish this series agree to the following terms:
1. Authors retain copyright and grant the series right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this series.
2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the series's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this series.
3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See Open access policy for details).

References

[1]. AJZEN I. The theory of planned behavior. Organizational Behavior and Human Decision Proceses,1991, 50(2):179 211

[2]. AJZEN I. Perceived behavioral control, self-eficacy, locus of control, and the theory of planned behavior. Journal of Applied Social Psychology,2002,32(4):665 683.

[3]. AJZEN I,DRIVER B L. Prediction of leisure participation from behavioral, normative, and control beliefs: an application of the theory of planned behavior.Leisure Sciences,1991 (13):185 204.

[4]. AJZEN I, DRIVER B L.Application of the theory of planned behavior to leisure choice.Journal of Leisure Research, 1992, 9.(24):207 224.

[5]. Lian,H. Li, B. Xiaoyi, Z. Shunlong, G. et al.Re-understanding the antecedents of functional foods purchase:mediating efect of purchase at titude and moderating effect of food neophobia. Food Quality and Preference, 2019(73):266 275.

[6]. Cheng, L. Analysis on influencing factors of consumers′wilingnes to pay for safe food:based on planned behavior theoretical framework. China Rural Survey, 2010(6):22-34.

[7]. AJZEN I, DRIVER B L.Application of the theory of planned behavior to leisure choice.Journal of Leisure Research, 1992, 9.(24):207 224.

[8]. Kefu, L. Jia, W. Impact mechanism of green consumption behavior based on Ajzen plan behavior theory. Financial Sciences, 2013, (2): 91 100. LAO K F, WU J.Research on influencing mechanism of consumer gren consumption behavior refering to TPB.Finance & Economics, 2013 (2):91 100.

[9]. Baichen, J. Tongtong, W. Consumers′cognition and purchase intention of fresh chicken under preference reversal:an analysis based on questionnaire data in Guangdong province.China Rural Survey,2017 (6):71- 85.

[10]. Jian, G. Guanghua,S.mechanism of approach motivation on the gren product purchase intention of consumer: based on PLS-SEM method. Journal of Statistics and Information, 2017,32 (2): 109- 116.

[11]. Bei, Z. Zhiping, H. Xiaowei,W.Marketing stimulation, psychological response and purchase intention and behavior of organic vegetable consumers. Journal of Agrotechnical Economics, 2014 (2):47- 56

[12]. Xin, S. Hui, Z. Shengshi, Z. Research on consumers′wilingnes and behavior to participate in the supervision of agricul-tural product quality and safety:Empirical analysis based on the survey data. On Economic Problems, 2018 (4): 62- 69.

For authors
Guide for authors Policies for authors Aims and scope Subscription Open access policy
For editors
Policies for editors Editorial board
For reviewers
Policies for reviewers Privacy policy

Cookies are used by this site.
Copyright © 2024 EWA Publishing, its licensors, and contributors. All rights reserved, including text and data mining, AI training, and similar technologies.