Structural Equation Model for Exploring the Key Drivers of Consumer Behavior towards Environmentally Conscious Organic Food Purchasing in Japan

Masuda Begum Sampa, Hisako Nomura, Mitsuyasu Yabe, Nor Hidayati Abdul Aziz, Nor Azlina Ab Aziz

研究成果: ジャーナルへの寄稿学術誌査読

2 被引用数 (Scopus)

抄録

This study investigates the influence of psychological factors and socio-demographic characteristics on the actual purchase of organic foods based on environmental consciousness. The theory of reasoned action and Hirose’s two-phase decision-making model act as the major informers to develop the research hypotheses. Through an online questionnaire survey, responses were collected from a sample of 275 Japanese consumers who bought organic foods based on environmental consciousness at least once. Structural equation modeling is used to analyze the data. This study shows that the key to promoting actual purchase lies in three factors: social norm, past experience, and willingness to pay (WTP). Attitude towards actual purchase negatively influenced actual purchase, and environmental awareness was the determinant for attitude towards actual purchase but not for actual purchase. Thus, only increasing environmental awareness is not enough to increase the actual purchase. Moreover, we could increase the actual purchase by making an effort to reduce the feelings of the unaffordability and inconvenience of organic foods, which also negatively influence WTP and negatively and indirectly influence actual purchase. This study finds that the behavior execution process is the main driving force influencing actual purchase rather than the attitude development process in terms of psychological factors behind organic food consumption based on environmental consciousness.

本文言語英語
論文番号2862
ジャーナルSustainability (Switzerland)
16
7
DOI
出版ステータス出版済み - 4月 2024

!!!All Science Journal Classification (ASJC) codes

  • コンピュータ サイエンス(その他)
  • 地理、計画および開発
  • 再生可能エネルギー、持続可能性、環境
  • 環境科学(その他)
  • エネルギー工学および電力技術
  • ハードウェアとアーキテクチャ
  • コンピュータ ネットワークおよび通信
  • マネジメント、モニタリング、政策と法律

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