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

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  • Y. Zhou, Sun Yat-Sen University, Guangzhou, Kina
  • John Thøgersen
  • Y. Ruan, Sun Yat-Sen University, Guangzhou, Kina
  • G. Huang, Guangdong University of Business Studies, Guangzhou, Kina
Purpose – This article aims to study the role of personal values as moderators of the antecedents of consumers’ “green” buying intentions in the
context 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 upscale
supermarkets in Guangzhou. Multigroup structural equation modeling was used to test hypotheses about personal values’ moderating effect in the
theory of planned behavior.
Findings – Self-transcendence values moderate the relationship between two antecedents and behavioral intentions: the attitude towards buying
organic food and perceived behavioral control. Both of these antecedents have a stronger impact on intentions among consumers with strong selftranscendence
values 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 one
Chinese 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 more
severe and environmental issues are increasing on the political and public agendas, the consumption of organic food is being increasingly advocated by
both the government and food producers, as a healthy and environment-friendly alternative, which also may contribute positively to the development of
the economy.
Originality/value – This article extends the rare literature analyzing Chinese consumers’ inclination to buy organic food. It also extends the
understanding of the role of personal values as moderators of antecedents of consumers’ buying intentions for “green” products
TidsskriftJournal of Consumer Marketing
Sider (fra-til)335-344
StatusUdgivet - 2013

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