The Structural Relationship of Perceived Value, Perceived Quality, Environmental Committment, Purchasing Attitude and Purchasing Intention of Organic Food Consumer (유기농 식품 소비자의 지각된 가치, 지각된 품질, 환경몰입, 구매태도 및 구매의도 간의 구조적 관계)

LEE, HWAN EUI (이환의); Kim Hyeon Cheol (김현철)

The Structural Relationship of Perceived Value, Perceived Quality, Environmental Committment, Purchasing Attitude and Purchasing Intention of Organic Food Consumer

Journal of Tourism Sciences
Abbr : JTS
2012, 36(3), pp.295-318
Publisher : The Tourism Sciences Society Of Korea
Research Area : Social Science > Tourism

LEE, HWAN EUI ¹, Kim Hyeon Cheol ²

¹오색그린야드호텔
²중앙대학교

Accredited

ABSTRACT

This study examined the structural relationship among perceived quality, perceived value, environmental commitment, purchasing attitude, and purchasing intention, and also the moderating roles of environmental concern of organic food consumers. A total of 420 questionnaires were distributed to female consumers in Seoul and Gyeonggi area, of which 380 were deemed usable for the statistical analysis. To test a total of six research hypotheses, a structural equation modeling approach was utilized and a multi- group analysis was performed to test for the moderating effects of environmental concern. Based on data analysis, the results indicate that perceived value significantly affects environmental commitment which leads purchasing attitude and purchasing intentions while perceived quality indicated no significant effect on environmental commitment. In addition, the moderating effect of environmental concern between environmental commitment and purchasing attitude of organic food was significantly apparent. The Study’s findings provide some meaningful theoretical and managerial implications for organic food industry. Limitations and future research directions were also discussed.

KEYWORDS

Organic food, Perceived quality, Perceived value, Environmental commitment, Purchasing attitude

Citation status

* References for papers published after 2023 are currently being built.

[journal] 강순화 / 2010 / The Roles of Festival Quality Affecting Relation Quality and Visitors' Behavioral Intention / 한국자치행정학보 / 한국자치행정학회 24(2) : 281~300

[journal] 고정애 / 2006 / 기업광고 소구유형이 광고태도와 구매의도에 미치는 영향 : 제주지역 대학생들을 중심으로 / 제주도연구 29 : 87~117

[journal] 권용주 / 2007 / The Influence of Lohas Tendency of Dining-out consumers on Wellness and Ordering Behavior of Healthful Menu / 관광학연구 / 한국관광학회 31(5) : 247~270

[journal] 김금림 / 2010 / The Influence of Convention Participants' Perceptions to the Destination on their Overall Satisfaction: A Focus on the Brand Personality, Perceived Quality, Image, and Value / 관광학연구 / 한국관광학회 34(1) : 295~318

[journal] 김동기 / 2011 / The Effect of Food Choice Motive on Attitude and Intention of Purchasing Organic Food / 한국식생활문화학회지 / 한국식생활문화학회 26(5) : 506~512

[journal] 서보원 / 2010 / A Study of Consumers’ Food Choice Behavior by Comparison of Past Experience -Focus on Organic Food- / 식품유통연구 / 한국식품유통학회 27(1) : 19~39

[journal] 장성희 / 2011 / A Study on the Factors Influencing Purchase Intention of Hybrid Car with Environmental Concern / 경영연구 / 한국산업경영학회 26(1) : 27~55

[journal] 유소이 / 2008 / A Study of Influencing Factors of Behavioral Intention for Organic Food / 산업경제연구 / 한국산업경제학회 21(1) : 441~460

[web] 엠브레인트렌드모니 / 2011 / 유기농식품에 관한 인식조사 / http://review.chosun.com/site/data/html_dir/2011/12/23/2011122301270.html

[journal] 이원준 / 2009 / Measuring the Customer-centric Quality in Agro-product: Development of the Scale with Implications / 상품학연구 / 한국상품학회 27(4) : 35~48

[journal] 이일한 / 2009 / Green consumers' self-construal and commitment with the impact of environmental education / 직업교육연구 / 한국직업교육학회 28(4) : 133~156

[journal] 이정학 / 2007 / The Impact of Restaurant Service Quality on Perceived Value, Satisfaction, and Behavior Intention / 관광학연구 / 한국관광학회 31(5) : 97~118

[journal] 최환석 / 2010 / The Relationship between In-flight Service Quality, Perceived Value, Satisfaction, and Behavioral Intention:A Comparison of Competing Models / 관광학연구 / 한국관광학회 34(5) : 243~264

[other] / 2008 / 한국농어민 신문 / 2008년 4월17일

[journal] 허원무 / 2009 / The Empirical Research on Relationship of Consumption Value, Satisfaction, Trust, Loyalty of Green Product in Elderly Consumer / 한국노년학 / 한국노년학회 29(1) : 195~213

[book] Aaker, D. / 1991 / Managing Brand Equity: Capitalizing on the Value of a Brand Name / Free Press

[journal] Ajzen, I. / 2001 / Nature and operation of attitudes / Annual Review of Psychology 52(1) : 27~58

[journal] Ajzen, I. / 2002 / Perceived behavioral control, self-efficacy, locus of control, and the theory of planned behavior / Journal of Applied Social Psychology 32(4) : 65~683

[journal] Anderson, E. W. / 1994 / Customer satisfaction, market share and profitability : finding from Sweden / Journal of Management 58(3) : 53~66

[journal] Arriaga, X. B. / 2001 / Being committed : affective, cognitive, and conative components of relationship commitment / Personality and Social Psychology Bulletin 27(9) : 1190~1203

[journal] Auger, P. / 2008 / Do social product features have value to consumers? / International Journal of Research in Marketing 25(3) : 183~191

[journal] Aurier, P. / 2010 / The differing and mediating roles of trust and relationship commitment in service relationship maintenance and development / Journal of the Academy of Marketing Science 38(3) : 303~325

[journal] Baker, S. / 2004 / Mapping the values driving organic food choice. Germany vs the UK / European Journal of Marketing 38(8) : 995~1012

[journal] Basu, A. K. / 2004 / On export rivalry and the greening of agriculture: the role of eco-labels / Agricultural Economics 31(2-3) : 135~147

[journal] Bhat, S. / 1998 / Version6. 0. 1, anyone? An investigation of consumer software upgradingbehavior / Journal of Marketing Theory and Practice 6(2) : 87~96

[journal] Bolton, R. N. / 1991 / A multistage model of customers´ assesment of service quality and value / Journal of Consumer Research 17(4) : 375~384

[journal] Bourn, D. / 2002 / A comparison of the nutritional value, sensory qualities, and food safety of organically and conventionally produced foods / Critical Reviews in Food Science and Nutrition 42(1) : 1~34

[journal] Brady, M. K. / 1999 / An exploratory study of service value in the USA and Ecuado / International Journal of Service Industry Management 10(5) : 469~486

[journal] Castro, P. / 2001 / Old and new ideas about the environment and science / Environment and Behavior 33(3) : 400~423

[journal] Chen, M. / 2007 / Consumer attitudes and purchase intentions in relation to organic foods in Taiwan : moderating effects of food-related personality traits / Food Quality and Preference 18(7) : 1008~1021

[journal] Cicia, G. / 2002 / Consumers’ perception of quality in organic food: a random utility model under preference heterogeneity and choice correlation from rank-orderings / British Food Journal 104(3/4/5) : 200~213

[journal] Crinnion, W. J. / 2010 / Organic foods contain higher levels of certain nutrients, lower levels of pesticides, and may provide health benefits for the consumer / Alternative medicine review 15(1) : 4~12

[journal] Cronin, J. J. / 2000 / Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments / Journal of Retailing 76(2) : 193~218

[journal] Dangour, A. D. / 2009 / Nutritional quality of organic foods : a systematic review / The American Journal of Clinical Nutrition 90(3) : 680~685

[journal] Davis, J. L. / 2009 / Interdependence with the environment : Commitment, interconnectedness, and environmental behavior / Journal of environmental psychology 29(2) : 173~180

[journal] Davis, J. L. / 2011 / Building a model of commitment to the natural environment to predict ecological behavior and willingness to sacrifice / Journal of Environmental Psychology 31(3) : 257~265

[journal] Diamantopoulos, A. / 2003 / Can socio-demographics still play a role in profiling green consumers? A review of the evidence and an empirical investigation / Journal of Business Research 56(6) : 465~480

[journal] Duman, T. / 2005 / The role of affective factors on perceived cruise vacation value / Tourism Management 26(3) : 311~323

[journal] Dutcher, D. D. / 2007 / Connectivity with nature as a measure of environmental values / Environment and Behavior 39(4) : 474~493

[book] Engel, J. F. / 1990 / Consumer Behavior / The Dryden Press, Inc

[journal] Fornell, C. / 1981 / Evaluating structural equation models with unobservable variables and measurement error / Journal of Marketing Research 18(1) : 45~46

[journal] Fotopoulos, C. / 2002 / Organic product avoidance: reasons for rejection and potential buyers’ identification in a countrywide survey / British Food Journal 104(3-5) : 233~260

[journal] Frick, J. / 2004 / Environmental knowledge and conservation behavior : exploring prevalence and structure in a representative sample / Personality and Individual Differences 37(8) : 1597~1613

[journal] Fullerton, G. / 2003 / When does commitment lead to loyalty? / Journal of Service Research 5(4) : 333~344

[journal] Gan, C. / 2005 / Consumer choice prediction : artificial neural networks versus logistic models / Journal of Social Sciences 1(4) : 211~219

[journal] Gibbon, D. L. / 2009 / Nutrient content not a primary issue in choosing to buy organic foods / The American Journal of Clinical Nutrition 90(6) : 1699~1700

[journal] Gifford, K. / 2005 / Influencing consumer purchase likelihood of organic food / International Journal of Consumer Studies 30(2) : 155~163

[journal] Gill, H. / 2005 / Antecedents of trust: establishing a boundary condition for the relation between propensity to trust and intention to trust / Journal of Business and Psychology 19(3) : 287~302

[journal] Gruen, T. W. / 2000 / Relationship marketing activities, commitment, and membership behaviors in professional associations / Journal of Marketing 64(3) : 34~49

[journal] Gundlach, G. T. / 1995 / The structure of commitment in exchange / Journal of Marketing 59(1) : 78~93

[journal] Haanpaa, L. / 2007 / Consumers' Green Commitment : indication of a postmodern lifestyle? / International Journal of Consumer Studies 31(5) : 478~486

[confproc] Hamm, U. / 1996 / Organic agriculture in a market economy. Perspectives from Germany and Denmark / Fundamentals of Organic Agriculture - Proceedings from the 󰡔11th IFOAM International Scientific Conference : 208~222

[journal] Harrison-Walker, L. J. / 2001 / The measurement of word of mouth communication and an investigation of service quality and customer commitment as potential antecedents / Journal of Service Research 4(1) : 60~75

[book] Heson, S. / 2000 / The process of food quality belief formation from a consumer perspective, In Quality Policy and Consumer Behavior in the European Union Kiel / University of Kiel

[journal] Honkanen, P. / 2006 / Ethical values and motives driving organic food choice / Journal of Consumer Behavior 5(5) : 420~430

[journal] Hughner, R. S. / 2007 / Who are organic food consumers? a compilation and review of why people purchase organic food / Journal of Consumer Behaviour 6(2/3) : 94~110

[journal] Hyun, S. S. / 2009 / Creating a model of customer equity for chain restaurant brand formation / International Journal of Hospitality Management 28(4) : 529~539

[journal] 현성협 / 2011 / Examining Structural Relationships between Guests’ First Interaction, Brand Image, Perceived Value, Revisit Motivation, and Commitment - A Moderating role of Guests’ Familiarity - / 관광연구논총 / 관광연구소 23(2) : 57~80

[journal] Johnson, M. D. / 2001 / The evolution and future of national customer satisfaction index models / Journal of Economic Psychology 22(2) : 217~245

[journal] Johnson, M. D. / 2006 / The evolution of loyalty intentions / Journal of Marketing 70(2) : 122~132

[journal] Kim, Y. / 2005 / Antecedents of green purchase behavior: An examination of collectivism, environmental concern, and PCE / Advances in Consumer Research 32(2) : 592~599

[journal] Krystallis, A. / 2005 / Consumers' willingness to pay for organic food-factors that affect it and vairation per organic product type / British Food Journal 107(4-5) : 320~343

[journal] Mainieri, T. / 1997 / Green buying : the influence of environmental concern on consumer behaviour / Journal of Social Psychology 137(2) : 189~204

[journal] Mayer, F. S. / 2004 / The connectedness to nature scale : a measure of individuals' feeling in community with nature / Journal of Environmental Psychology 24(4) : 503~515

[journal] McEachern, M. G. / 2002 / Organic purchasing motivations and attitudes: are they ethical? / International Journal of Consumer Studies 26(2) : 85~92

[journal] Melody, M. T. / 2004 / Consumer attitude toward mobile advertising : an empirical study / International Journal of Electronic Commerce 8(3) : 65~78

[journal] Michaelidou, N. / 2008 / The role of health consciousness, food safety concern and ethical identity on attitudes and intentions towards organic food / International Journal of Consumer Studies 32(1) : 163~170

[journal] Minton, A. P. / 1997 / The effect of environmental concern on environmentally friendly consumer behavior : an exploratory study / Journal of Business Research 40(1) : 37~48

[book] Mittal, B. / 2001 / Value Space: Winning the Battle for Market Leadership / McGraw-Hill

[journal] Mokhtar, A. S. / 2005 / Consumer's acceptability estimation of cold preservedMalaysian freshwater patin / American Journal of Applied Sciences 2(5) : 985~988

[journal] Morgan, R. M. / 1994 / The commitment-trust theory of relationship marketing / Journal of Marketing 58(2) : 20~38

[journal] Morrow, P. C. / 1983 / Concept redundancy in the organizational research : the case of work commitment / Academy of Management Review 8 : 486~500

[journal] Mostafa, M. M. / 2007 / Gender differences in Egyptian consumers' green purchase behaviour : the efffects of environmental knowledge, concern and attitude / International Journal of Consumer Studies 31(3) : 220~229

[book] Mowen, J. C. / 1998 / Consumer behavior / Prentice-Hall

[journal] Nakamura, M. / 2001 / Why Japanese firms choose to certify : a study of managerial responses to environmental issues / Journal of Environmental Economics and Management 42(1) : 23~52

[journal] Oliver, R. L. / 1988 / Response determinants in satisfaction judgments / Journal of Consumer Research 14(4) : 495~507

[web] Organic Monitor / 2009 / The Global Market for Organic Food & Drink: Future Outlook & Forecasts / Organic Monitor / www.organicmonitor.com

[journal] 박소진 / 2007 / A Study of the Effect of Health Motivation and Environmental Concern on Choosing Organic Food / 소비문화연구 / 한국소비문화학회 10(4) : 107~126

[journal] Petrick, J. F. / 2002 / An examination of the construct of perceived value for the prediction of golf travelers’ intentions to revisit / Journal of Travel Research 41(1) : 38~45

[journal] Prislin, R. / 1996 / When it is embedded, it is potent : effects of general attitude embeddedness on formation of specific attitudes and behavioral intentions / Personality and Social Psychology Bulletin 22(8) : 845~861

[journal] Roberts, J. A. / 1997 / Exploring the subtle relationship between environmental concern and ecologically conscious consumer behavior / Journal of Business Research 40(1) : 79~89

[journal] Schifferstein, H. N. J. / 1998 / Health-related determinants of organic food consumption in the Netherlands / Food Quality and Preference 9(3) : 119~133

[journal] Schultz, P. W. / 2000 / Empathizing with nature : the effects of perspective taking on concern for environmental issues / Journal of Social Issues 56(3) : 391~406

[journal] Schultz, P. W. / 1996 / Effort as a moderator of the attitudebehaviour relationship : general environmental concern and recycling / Social Psychology Quarterly 59(4) : 375~83

[journal] Schultz, P. W. / 1998 / Values and proenvironmental behavior : a five country survey / Journal of Cross Cultural Psychology 29(4) : 540~558

[journal] Seguin, C. / 1998 / Toward a model of environmental activism / Environment and Behavior 30(5) : 628~652

[journal] Simmons, D. / 1990 / Motivations and Barriers to Recycling : toward a strategy for public education / Journal of Environmental Education 22(1) : 13~18

[journal] Steenkamp, J. B. E. M. / 1996 / Quality guidance : a consumer-based approach to food quality improvement using partial least squares / European Review of Agricultural Economics 23(2) : 195~215

[report] Steve, F. / 2005 / LOHAS market research review: marketplace opportunities abound / The Natural Marketing Institute(NMI)

[journal] Sweeney, J. C. / 2001 / Consumer perceived value : the development of a multiple item scale / Journal of Retailing 77(2) : 203~220

[journal] Takáacs-Sáanta, A. / 2007 / Barriers to environmental concern / Human Ecology Review 14(1) : 26~38

[book] Tuna, M. / 2004 / Public environmental attitudes in Turkey, In Environmental Justice & Global Citizenship / Inter-Disciplinary Press : 11~20

[journal] Vigneron, F. / 1999 / A review and a conceptual framework of prestige seeking consumer behavior / Academy of Marketing Science Review 1 : 1~17

[journal] Velimirov, A. / 2010 / Feeding trials in organic food quality and health research / Journal of the science of food and agriculture 90(2) : 175~182

[journal] Verhoef, P. C. / 2003 / Understanding the effect of customer relationship management efforts on customer retention and customer share development / Journal of Marketing 67(4) : 30~45

[journal] Voon, J. P. / 2011 / Determinants of willingness to purchase organic food : an exploratory study using structural equation modeling / International Food and Agribusiness Management Review 14(2) : 103~120

[journal] Wandel, M. / 1997 / Environmental concern in consumer evaluation of food quality / Food quality and Preference 8(1) : 19~26

[journal] Wetzels, M. / 1998 / Marketing service relationships: the role of commitment / Journal of Business and Industrial Marketing 13(4/5) : 406~423

[journal] Yue, C. / 2010 / Marketing organic and conventional potatoes in Germany / Journal of International Food & Agribusiness Marketing 22(1&2) : 164~178

[journal] Yue, C. / 2009 / Organic or local? investigating consumer preference for fresh produce using a choice experiment with real economic incentives / Hort Science 44(2) : 366~371

[journal] Zampelas, A. / 2006 / Organic food : buying more safety or just peace of mind? a critical review of the literature / Critical reviews in food science & nutrition 46(1) : 23~56

[journal] Zeithaml, V. A. / 1988 / Consumer perceptions of price, quality, and value : a means-end model and synthesis of evidence / Journal of Marketing 52(3) : 2~22

[journal] Zeithaml, V. A. / 1988 / Communication and control processes in the delivery of service quality / Journal of Marketing 52(2) : 35~48

KJCKorea
Journal Central

Journal of Tourism Sciences 2023 KCI Impact Factor : 2.7