A Comprehensive Model of Consumers’ Perceptions, Attitudes and Behavioral Intention toward Organic Tea: Evidence from an Emerging Economy

Bu, Xiangzhi; Nguyen, Hoang Viet; Chou, Tsung Piao; Chen, Chia-Pin

doi:10.3390/su12166619

Submit to this Journal Review for this Journal Edit a Special Issue

Article Menu

...

Open AccessArticle

A Comprehensive Model of Consumers’ Perceptions, Attitudes and Behavioral Intention toward Organic Tea: Evidence from an Emerging Economy

^3,* and

Department of Business Administration, Business School, Shantou University, Shantou 515063, China

Department of Research Administration, Thuongmai University, Hanoi 100000, Vietnam

Department of Business Administration, National Chung Hsing University, Taichung 402, Taiwan

Author to whom correspondence should be addressed.

Sustainability 2020, 12(16), 6619; https://doi.org/10.3390/su12166619

Received: 31 July 2020 / Revised: 13 August 2020 / Accepted: 13 August 2020 / Published: 15 August 2020

(This article belongs to the Special Issue Environmentally Sustainable Behavior: Theories, Empirical Evidence and Implications)

View Full-Text Download PDF

Browse Figures

Citation Export

Abstract

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. View Full-Text

Keywords: perceived healthiness; product quality; consumer service; in-store experience; pricing policy; store prestige; store innovativeness; purchase intention

▼ Show Figures

Figure 1

This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited

Share and Cite

MDPI and ACS Style

Bu, X.; Nguyen, H.V.; Chou, T.P.; Chen, C.-P. A Comprehensive Model of Consumers’ Perceptions, Attitudes and Behavioral Intention toward Organic Tea: Evidence from an Emerging Economy. Sustainability 2020, 12, 6619. https://doi.org/10.3390/su12166619

AMA Style

Bu X, Nguyen HV, Chou TP, Chen C-P. A Comprehensive Model of Consumers’ Perceptions, Attitudes and Behavioral Intention toward Organic Tea: Evidence from an Emerging Economy. Sustainability. 2020; 12(16):6619. https://doi.org/10.3390/su12166619

Chicago/Turabian Style

Bu, Xiangzhi, Hoang V. Nguyen, Tsung P. Chou, and Chia-Pin Chen. 2020. "A Comprehensive Model of Consumers’ Perceptions, Attitudes and Behavioral Intention toward Organic Tea: Evidence from an Emerging Economy" Sustainability 12, no. 16: 6619. https://doi.org/10.3390/su12166619

Find Other Styles

Note that from the first issue of 2016, MDPI journals use article numbers instead of page numbers. See further details here.

Article Metrics

Abstract views Pdf views Html views

Article Menu

A Comprehensive Model of Consumers’ Perceptions, Attitudes and Behavioral Intention toward Organic Tea: Evidence from an Emerging Economy

Abstract

Share and Cite

Article Metrics

Article Access Statistics

Article Access Map by Country/Region

Further Information

Guidelines

MDPI Initiatives

Follow MDPI