WHAT DRIVERS CONSUMERS’ CHOICE OF ORGANIC IN THE TAIWANESE MARKET
저자
발행기관
학술지명
권호사항
발행연도
2014
작성언어
English
주제어
KDC
325
등재정보
01
자료형태
학술저널
수록면
279-283(5쪽)
제공처
With the popularization of the issues of global warming and climate change, more and more people are aware of environmental damages caused by human behavior. The fundamental living necessities of humans, such as food, water, clothing, housing and transportation, all take place on the Earth. Many environmentalists and governments worldwide have started to promote low carbon and green concepts. Such a green urgency is sweeping the world. Based on the surveys conducted by the Organic Trade Association (OTA) in 2013, over 40% of those surveyed in US households have a higher level of motivation to purchase organic products, for the sake of their own and their family's health. In addition, 97% of organic product buyers had purchased organic fruits or vegetables in the past six months. We can also see this kind of situation in Taiwan, where about 80% of consumers are willing to pay more money to purchase environmentally friendly products. The OTA even maintains that, except for Japan, Taiwan is the fastest growing organic market in Asia. Therefore, this study aims to explore the consumers' purchase behaviour behind the organic market in Taiwan. The organic market in Taiwan covers the products from agriculture, food processing, textiles, apparels, and even personal care products and cleaning supplies. Following this green trend that seeks to enhance human health and to maintain a sustainable earth to live on, organic stores in Taiwan have become an emerging industry and there seem to be endless business opportunities in this potential organic market. In order to acquire a significant market share, it is necessary for enterprise managers to understand consumers' perceived value of organic products and how this determinant, perceived value, impact their purchase intention. Perceived value is the overall purchase experience of consumers. It is based on the consumers' comparison between the quality and quantity of products received and paid out, and their objective and subjective consideration of certain factors (Schechter, 1984; Zeithaml, 1988). Perceived value varies with the type of products and services and consumers' personal traits (Zeithaml, 1988). Perceived value is a complicated construct and, therefore, its impact on consumers' purchase intentions toward products cannot be judged from a single dimension only (Bolton & Drew, 1991). Literature on perceived value divides it into utilitarian and hedonic values. Utilitarian value refers to the perceived value acquired by consumers after their purchasing goals have been achieved in the process of consumption. That is to say, utilitarian value is the task- and rationalization-oriented decisions of consumers. On the other hand, hedonic value is affiliated to the individual emotional and irrationality phase of consumers, which usually occur during the process of consumption. Consumers commonly feel pleasant emotions and feelings of motivation and accomplishment, or can even fulfill their desire for escape (Babin & Attaway, 2000; Babin, Darden, & Griffin, 1994; Bae, 2008). Past studies have pointed out that perceived value has a direct impact on the purchase intention (Grewal, Monroe, & Krishnan, 1998). However, in the Value-Attitude-Behavior Model, Homer and Kahle (1988) indicated that perceived value affects consumers' purchase intention through the mediating effect sourced from their attitude. The Theory of Planned Behavior (TPB) has been commonly used to explain a variety of human behaviour (Cunningham and Kwon,2003; Andrews, Silk and Eneli,2010; Kim & Chung, 2011). The TPB mainly focuses on the influence of three behavioural intention dimensions of individuals: attitude, subjective norm and perceived behavioural control. In short, following the fundamental concept of TPB (Ajzen, 1985), this study explored the variables of (1) consumers' attitude towards organic products, (2) the subjective norm, represented by the pressure from family members and close friends, and (3) the perceived behavioural control, presenting perceived ability to control the availability and accessibility of organic products. The ultimate goal of this research is to find out the critical determinants influencing consumers' purchase intentions towards organic products. In order to explore the consumers' possible decisive path from perceived values to purchase intention toward organic products (see figure 1), this study includes the variables utilitarian value and hedonic value as the antecedents, attitude as the mediating factor, and both subjective norm and perceived behavioural control as other influential factors. Figure 1: Conceptual framework and hypotheses This study mainly targeted the consumer behavior toward organic products in the Taipei area of Taiwan. Totally 565 samples were collected. Excluding invalid questionnaires (73 samples), the number of valid questionnaires was 492. The valid response rate was 87%. The SEM is a statistical technique combining both factor analysis and path analysis and is widely used in social and behavioural science studies. Therefore, this study adopted the SEM as the analytical tool to explore the causal relationship among the latent variables discussed above. In sum, this study revealed that the proposed model could well predict consumers’ purchase intentions toward organic products. The empirical research results of this study are summarized as follows. First, the findings of this study confirmed the claims proposed by many scholars that perceived value is a critical determinant affecting the purchase intention of consumers (Zeithaml, 1988). The empirical results of this study show perceived value is an important antecedent driving consumers to purchase organic products in Taiwan. Nevertheless, perceived value is a multi-dimensional construct. As Ryu et al. (2010) suggested in order to explain all consumptive phenomena, we should consider consumers' overall evaluation of utilitarian and hedonic values that are taken into account
더보기분석정보
서지정보 내보내기(Export)
닫기소장기관 정보
닫기권호소장정보
닫기오류접수
닫기오류 접수 확인
닫기음성서비스 신청
닫기음성서비스 신청 확인
닫기이용약관
닫기학술연구정보서비스 이용약관 (2017년 1월 1일 ~ 현재 적용)
학술연구정보서비스(이하 RISS)는 정보주체의 자유와 권리 보호를 위해 「개인정보 보호법」 및 관계 법령이 정한 바를 준수하여, 적법하게 개인정보를 처리하고 안전하게 관리하고 있습니다. 이에 「개인정보 보호법」 제30조에 따라 정보주체에게 개인정보 처리에 관한 절차 및 기준을 안내하고, 이와 관련한 고충을 신속하고 원활하게 처리할 수 있도록 하기 위하여 다음과 같이 개인정보 처리방침을 수립·공개합니다.
주요 개인정보 처리 표시(라벨링)
목 차
3년
또는 회원탈퇴시까지5년
(「전자상거래 등에서의 소비자보호에 관한3년
(「전자상거래 등에서의 소비자보호에 관한2년
이상(개인정보보호위원회 : 개인정보의 안전성 확보조치 기준)개인정보파일의 명칭 | 운영근거 / 처리목적 | 개인정보파일에 기록되는 개인정보의 항목 | 보유기간 | |
---|---|---|---|---|
학술연구정보서비스 이용자 가입정보 파일 | 한국교육학술정보원법 | 필수 | ID, 비밀번호, 성명, 생년월일, 신분(직업구분), 이메일, 소속분야, 웹진메일 수신동의 여부 | 3년 또는 탈퇴시 |
선택 | 소속기관명, 소속도서관명, 학과/부서명, 학번/직원번호, 휴대전화, 주소 |
구분 | 담당자 | 연락처 |
---|---|---|
KERIS 개인정보 보호책임자 | 정보보호본부 김태우 | - 이메일 : lsy@keris.or.kr - 전화번호 : 053-714-0439 - 팩스번호 : 053-714-0195 |
KERIS 개인정보 보호담당자 | 개인정보보호부 이상엽 | |
RISS 개인정보 보호책임자 | 대학학술본부 장금연 | - 이메일 : giltizen@keris.or.kr - 전화번호 : 053-714-0149 - 팩스번호 : 053-714-0194 |
RISS 개인정보 보호담당자 | 학술진흥부 길원진 |
자동로그아웃 안내
닫기인증오류 안내
닫기귀하께서는 휴면계정 전환 후 1년동안 회원정보 수집 및 이용에 대한
재동의를 하지 않으신 관계로 개인정보가 삭제되었습니다.
(참조 : RISS 이용약관 및 개인정보처리방침)
신규회원으로 가입하여 이용 부탁 드리며, 추가 문의는 고객센터로 연락 바랍니다.
- 기존 아이디 재사용 불가
휴면계정 안내
RISS는 [표준개인정보 보호지침]에 따라 2년을 주기로 개인정보 수집·이용에 관하여 (재)동의를 받고 있으며, (재)동의를 하지 않을 경우, 휴면계정으로 전환됩니다.
(※ 휴면계정은 원문이용 및 복사/대출 서비스를 이용할 수 없습니다.)
휴면계정으로 전환된 후 1년간 회원정보 수집·이용에 대한 재동의를 하지 않을 경우, RISS에서 자동탈퇴 및 개인정보가 삭제처리 됩니다.
고객센터 1599-3122
ARS번호+1번(회원가입 및 정보수정)