Unveiling ways to reach organic purchase: Green perceived value,perceived knowledge,attitude, subjective norm,and trust |
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| Institution: | 1. Soonchunhyang University, Global Business School, U901, Soonchunhyang-ro 22, Sinchang-myeon, Asan-si, Chungchungnam-do, 31538, Republic of Korea;2. KT Economics and Management Research Institute, KT Gwanghwamun Bldg., 33, Jong-ro 3-gil, Jongno-gu, Seoul, 03155, Republic of Korea;3. Seoul Women''s University, Department of Data Science, 621 Hwarang-ro, Nowon-gu, Seoul, 01797, Republic of Korea;1. Facultad de Ciencias Económicas y Empresariales, University of Burgos. Plaza Infanta Doña Elena s/n 09001, Burgos, Spain;2. Facultad de Ciencias Económicas y Empresariales, University of Castilla – La Mancha. Plaza de la Universidad, 1 02071, Albacete, Spain;3. Facultad de Mercadotecnia, UPAEP University, Calle 21 Sur 1103, 72410, Puebla, Mexico;1. Institute of Public Enterprise, Hyderabad, Telangana, India;2. Emlyon Business School, Écully, France;3. Montpellier Business School, France;4. Montpellier Business School, France;1. College of Information and Electrical Engineering, China Agricultural University, Beijing, China;2. Key Laboratory of Agricultural Informationization Standardization, Ministry of Agriculture and Rural Affairs, Beijing, China;1. Indian Institute of Management, Shillong, India;1. School of Management, Zhejiang University of Technology, 18 Chaowang Rd, Gongshu District, Hangzhou, Zhejiang, 310014, China;2. Desautels Faculty of Management, McGill University, 1001 Sherbrooke Street West, Montreal, Quebec, H3A 1G5, Canada |
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| Abstract: | This paper aims to investigate organic food consumption based on the perspectives of an extended research model by integrating the theory of consumption value (TCV) and the theory of reasoned action (TRA). First, we tried to find out how five consumption values of functional, social, emotional, conditional, and epistemic in classic TCV influence consumption choice especially in the sustainable consumption domain of organic food, interpreted as green perceived value (GPV) in the reflective-reflective second-order latent. Second, as an attempt to extend the classic TRA, this study included trust and perceived knowledge in the research model in addition to the subjective norm, attitude, and behavioral intention. A partial least square structural equation method (PLS-SEM) was adopted to examine our research model with 251 samples. Our results revealed that GPV significantly affects consumer attitudes. Consumer attitudes and subjective norms also have a significantly positive effect on purchase intention. As an extended TRA, GPV has a significantly positive effect on trust while trust significantly impacts purchase intention. Further, perceived knowledge positively influences attitude and trust. By jointly considering TCV and TRA, this study proposes several implications emphasizing how GPV and perceived knowledge affects consumers’ organic food consumption choice based on the role of increased trust. |
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| Keywords: | Green perceived value Perceived knowledge Trust Theory of consumption value Theory of reasoned action Organic food |
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