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A Comprehensive Model of Consumers' Perceptions, Attitudes and Behavioral Intention toward Organic Tea: Evidence from an Emerging Economy
| Content Provider | MDPI |
|---|---|
| Author | Bu, Xiangzhi Nguyen, Hoang Chou, Tsung Chen, Chia-Pin |
| Copyright Year | 2020 |
| Description | This study investigates factors that predict consumers’ perceptions of healthiness of organic tea. Furthermore, this study also examines the relationship between perceived healthiness and purchase intention with the mediating role of consumers’ attitudes toward organic tea. Because China has been the largest producer and the largest market of the global tea market, this study collects sample data from consumers at different tea stores in China. Using structural equation modelling to analyze data, results indicate that product quality, consumer service, in-store experience, store prestige, and store innovativeness are important predictors of consumers’ perceptions of healthiness of organic tea. Furthermore, results show that perceived healthiness has a positive influence on purchase intention toward organic tea. Consumers’ attitudes toward organic tea also has a positive mediating effect into this relationship. |
| Starting Page | 6619 |
| e-ISSN | 20711050 |
| DOI | 10.3390/su12166619 |
| Journal | Sustainability |
| Issue Number | 16 |
| Volume Number | 12 |
| Language | English |
| Publisher | MDPI |
| Publisher Date | 2020-08-15 |
| Access Restriction | Open |
| Subject Keyword | Sustainability Tourism, Leisure, Sport and Hospitality Perceived Healthiness Product Quality Consumer Service In-store Experience Pricing Policy Store Prestige Store Innovativeness Purchase Intention |
| Content Type | Text |
| Resource Type | Article |
