Institut for Virksomhedsledelse

John Thøgersen

The moderating role of human values in planned behavior: The case of Chinese consumers’ intention to buy organic food

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The moderating role of human values in planned behavior : The case of Chinese consumers’ intention to buy organic food. / Zhou, Y.; Thøgersen, John; Ruan, Y.; Huang, G.

I: Journal of Consumer Marketing, Bind 30, Nr. 4, 2013, s. 335-344.

Publikation: Bidrag til tidsskrift/Konferencebidrag i tidsskrift /Bidrag til avisTidsskriftartikelForskningpeer review

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Zhou, Y. ; Thøgersen, John ; Ruan, Y. ; Huang, G. / The moderating role of human values in planned behavior : The case of Chinese consumers’ intention to buy organic food. I: Journal of Consumer Marketing. 2013 ; Bind 30, Nr. 4. s. 335-344.

Bibtex

@article{77d296ff3c2241db8e470979e6c40770,
title = "The moderating role of human values in planned behavior: The case of Chinese consumers’ intention to buy organic food",
abstract = "Purpose – This article aims to study the role of personal values as moderators of the antecedents of consumers’ “green” buying intentions in thecontext of Chinese consumers’ inclination to buy organic food.Design/methodology/approach – Ordinary Chinese consumers (n ¼ 479) were intercepted and filled out a questionnaire outside upscalesupermarkets in Guangzhou. Multigroup structural equation modeling was used to test hypotheses about personal values’ moderating effect in thetheory of planned behavior.Findings – Self-transcendence values moderate the relationship between two antecedents and behavioral intentions: the attitude towards buyingorganic food and perceived behavioral control. Both of these antecedents have a stronger impact on intentions among consumers with strong selftranscendencevalues than among consumers with weak ones.Research limitations/implications – The study is based on a single consumer survey collected from a convenience sample of consumers from oneChinese city. Hence, care needs to be exercised when making inferences about causality and representativeness.Practical implications – Study results have direct implications for the marketing of organic food. As the food safety problem in China is getting moresevere and environmental issues are increasing on the political and public agendas, the consumption of organic food is being increasingly advocated byboth the government and food producers, as a healthy and environment-friendly alternative, which also may contribute positively to the development ofthe economy.Originality/value – This article extends the rare literature analyzing Chinese consumers’ inclination to buy organic food. It also extends theunderstanding of the role of personal values as moderators of antecedents of consumers’ buying intentions for “green” products",
author = "Y. Zhou and John Th{\o}gersen and Y. Ruan and G. Huang",
year = "2013",
doi = "10.1108/JCM-02-2013-0482",
language = "English",
volume = "30",
pages = "335--344",
journal = "Journal of Consumer Marketing",
issn = "0736-3761",
publisher = "JAI Press",
number = "4",

}

RIS

TY - JOUR

T1 - The moderating role of human values in planned behavior

T2 - The case of Chinese consumers’ intention to buy organic food

AU - Zhou, Y.

AU - Thøgersen, John

AU - Ruan, Y.

AU - Huang, G.

PY - 2013

Y1 - 2013

N2 - Purpose – This article aims to study the role of personal values as moderators of the antecedents of consumers’ “green” buying intentions in thecontext of Chinese consumers’ inclination to buy organic food.Design/methodology/approach – Ordinary Chinese consumers (n ¼ 479) were intercepted and filled out a questionnaire outside upscalesupermarkets in Guangzhou. Multigroup structural equation modeling was used to test hypotheses about personal values’ moderating effect in thetheory of planned behavior.Findings – Self-transcendence values moderate the relationship between two antecedents and behavioral intentions: the attitude towards buyingorganic food and perceived behavioral control. Both of these antecedents have a stronger impact on intentions among consumers with strong selftranscendencevalues than among consumers with weak ones.Research limitations/implications – The study is based on a single consumer survey collected from a convenience sample of consumers from oneChinese city. Hence, care needs to be exercised when making inferences about causality and representativeness.Practical implications – Study results have direct implications for the marketing of organic food. As the food safety problem in China is getting moresevere and environmental issues are increasing on the political and public agendas, the consumption of organic food is being increasingly advocated byboth the government and food producers, as a healthy and environment-friendly alternative, which also may contribute positively to the development ofthe economy.Originality/value – This article extends the rare literature analyzing Chinese consumers’ inclination to buy organic food. It also extends theunderstanding of the role of personal values as moderators of antecedents of consumers’ buying intentions for “green” products

AB - Purpose – This article aims to study the role of personal values as moderators of the antecedents of consumers’ “green” buying intentions in thecontext of Chinese consumers’ inclination to buy organic food.Design/methodology/approach – Ordinary Chinese consumers (n ¼ 479) were intercepted and filled out a questionnaire outside upscalesupermarkets in Guangzhou. Multigroup structural equation modeling was used to test hypotheses about personal values’ moderating effect in thetheory of planned behavior.Findings – Self-transcendence values moderate the relationship between two antecedents and behavioral intentions: the attitude towards buyingorganic food and perceived behavioral control. Both of these antecedents have a stronger impact on intentions among consumers with strong selftranscendencevalues than among consumers with weak ones.Research limitations/implications – The study is based on a single consumer survey collected from a convenience sample of consumers from oneChinese city. Hence, care needs to be exercised when making inferences about causality and representativeness.Practical implications – Study results have direct implications for the marketing of organic food. As the food safety problem in China is getting moresevere and environmental issues are increasing on the political and public agendas, the consumption of organic food is being increasingly advocated byboth the government and food producers, as a healthy and environment-friendly alternative, which also may contribute positively to the development ofthe economy.Originality/value – This article extends the rare literature analyzing Chinese consumers’ inclination to buy organic food. It also extends theunderstanding of the role of personal values as moderators of antecedents of consumers’ buying intentions for “green” products

U2 - 10.1108/JCM-02-2013-0482

DO - 10.1108/JCM-02-2013-0482

M3 - Journal article

VL - 30

SP - 335

EP - 344

JO - Journal of Consumer Marketing

JF - Journal of Consumer Marketing

SN - 0736-3761

IS - 4

ER -