Mediating role of consumer identity between factors influencing purchase intention and actual behavior in organic food consumption in Thailand

The aims of this research are toexplore the relationship between the factors influencing purchase intention and actual behaviors of Thai consumers of organic food, and to observe the mediating role of consumer identity between the factors:attitude towardorganic food, subjective norm, and perceived b...
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Autor*in:	Nitima Aungatichart [verfasserIn] Aya Fukushige [verfasserIn] Mayuree Aryupong [verfasserIn]

Format:	E-Artikel
Sprache:	Englisch

Erschienen:	2020

Rechteinformationen:	Open Access Namensnennung - Nicht kommerziell 4.0 International ; CC BY-NC 4.0

Übergeordnetes Werk:	Enthalten in: Pakistan journal of commerce and social sciences - Lahore : [Verlag nicht ermittelbar], 2008, 14(2020), 2, Seite 424-449
Übergeordnetes Werk:	volume:14 ; year:2020 ; number:2 ; pages:424-449

Links:	Link aufrufen Link aufrufen

Katalog-ID:	172677015X

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allfields	10419/222909 hdl (DE-627)172677015X (DE-599)KXP172677015X DE-627 ger DE-627 rda eng Nitima Aungatichart verfasserin (DE-588)1215762399 (DE-627)1726815692 aut Mediating role of consumer identity between factors influencing purchase intention and actual behavior in organic food consumption in Thailand Nitima Aungatichart, Aya Fukushige and Mayuree Aryupong 2020 Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier DE-206 Open Access Controlled Vocabulary for Access Rights http://purl.org/coar/access_right/c_abf2 The aims of this research are toexplore the relationship between the factors influencing purchase intention and actual behaviors of Thai consumers of organic food, and to observe the mediating role of consumer identity between the factors:attitude towardorganic food, subjective norm, and perceived behavioral control,and purchase intentions.Thetheoryof planned behavior(TPB)was adoptedas a theoretical framework which containedthe role of consumer identity as a mediator. Datawascollected from400Thaiconsumers of organic foods. Structural equation modelingwas usedto analyze the data throughAMOSpackage. The results of the data analysis indicate that the consumer identityplays a full mediating role between independent variables (i.e. health concern, subjective norm, organic food familiarity and organic food literacy) and purchaseintention. The organic food literacy is the main determinant of consumer identity with the highest coefficient value, whilst the organic food familiarity was placed as the second important determinant of consumer identity. Moreover, the results highlight the strong influence of intention on actual behavior of organic food purchase. Accordingly, this study thoroughly captures the TPB model and strengthensit by confirmingrelationship between purchase intention and actual purchase behaviors in organic food consumption and revealed that actual purchase behavior is significantly affected bythepurchaseintention of Thai consumers of organic food. DE-206 Namensnennung - Nicht kommerziell 4.0 International CC BY-NC 4.0 cc https://creativecommons.org/licenses/by-nc/4.0/ Aya Fukushige verfasserin (DE-588)121576250X (DE-627)1726815757 aut Mayuree Aryupong verfasserin (DE-588)1215762550 (DE-627)172681579X aut Enthalten in Pakistan journal of commerce and social sciences Lahore : [Verlag nicht ermittelbar], 2008 14(2020), 2, Seite 424-449 Online-Ressource (DE-627)613470591 (DE-600)2526678-0 (DE-576)31395822X 2309-8619 nnns volume:14 year:2020 number:2 pages:424-449 http://www.jespk.net/paper.php?paperid=4394 Verlag kostenfrei http://hdl.handle.net/10419/222909 Resolving-System kostenfrei GBV_USEFLAG_U GBV_ILN_26 ISIL_DE-206 SYSFLAG_1 GBV_KXP GBV_ILN_11 GBV_ILN_20 GBV_ILN_22 GBV_ILN_23 GBV_ILN_24 GBV_ILN_39 GBV_ILN_40 GBV_ILN_60 GBV_ILN_62 GBV_ILN_63 GBV_ILN_65 GBV_ILN_69 GBV_ILN_70 GBV_ILN_73 GBV_ILN_95 GBV_ILN_105 GBV_ILN_110 GBV_ILN_151 GBV_ILN_152 GBV_ILN_161 GBV_ILN_213 GBV_ILN_230 GBV_ILN_285 GBV_ILN_293 GBV_ILN_370 GBV_ILN_602 GBV_ILN_2006 GBV_ILN_2009 GBV_ILN_2010 GBV_ILN_2014 GBV_ILN_2020 GBV_ILN_2021 GBV_ILN_2027 GBV_ILN_2034 GBV_ILN_2055 GBV_ILN_2108 GBV_ILN_2111 GBV_ILN_4012 GBV_ILN_4037 GBV_ILN_4046 GBV_ILN_4112 GBV_ILN_4125 GBV_ILN_4126 GBV_ILN_4249 GBV_ILN_4305 GBV_ILN_4306 GBV_ILN_4307 GBV_ILN_4313 GBV_ILN_4322 GBV_ILN_4323 GBV_ILN_4324 GBV_ILN_4325 GBV_ILN_4326 GBV_ILN_4335 GBV_ILN_4338 GBV_ILN_4367 GBV_ILN_4700 GBV_ILN_2403 GBV_ILN_2403 ISIL_DE-LFER AR 14 2020 2 424-449 26 01 0206 3738001301 x1z 11-08-20 2403 01 DE-LFER 375725872X 00 --%%-- --%%-- n --%%-- l01 17-09-20 2403 01 DE-LFER http://www.jespk.net/paper.php?paperid=4394 26 00 DE-206 56 organic food 26 00 DE-206 56 consumer identity 26 00 DE-206 56 health concern 26 00 DE-206 56 food safety 26 00 DE-206 56 ecological concerns 26 00 DE-206 56 organic food familiarity 26 00 DE-206 56 organic food literacy
spelling	10419/222909 hdl (DE-627)172677015X (DE-599)KXP172677015X DE-627 ger DE-627 rda eng Nitima Aungatichart verfasserin (DE-588)1215762399 (DE-627)1726815692 aut Mediating role of consumer identity between factors influencing purchase intention and actual behavior in organic food consumption in Thailand Nitima Aungatichart, Aya Fukushige and Mayuree Aryupong 2020 Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier DE-206 Open Access Controlled Vocabulary for Access Rights http://purl.org/coar/access_right/c_abf2 The aims of this research are toexplore the relationship between the factors influencing purchase intention and actual behaviors of Thai consumers of organic food, and to observe the mediating role of consumer identity between the factors:attitude towardorganic food, subjective norm, and perceived behavioral control,and purchase intentions.Thetheoryof planned behavior(TPB)was adoptedas a theoretical framework which containedthe role of consumer identity as a mediator. Datawascollected from400Thaiconsumers of organic foods. Structural equation modelingwas usedto analyze the data throughAMOSpackage. The results of the data analysis indicate that the consumer identityplays a full mediating role between independent variables (i.e. health concern, subjective norm, organic food familiarity and organic food literacy) and purchaseintention. The organic food literacy is the main determinant of consumer identity with the highest coefficient value, whilst the organic food familiarity was placed as the second important determinant of consumer identity. Moreover, the results highlight the strong influence of intention on actual behavior of organic food purchase. Accordingly, this study thoroughly captures the TPB model and strengthensit by confirmingrelationship between purchase intention and actual purchase behaviors in organic food consumption and revealed that actual purchase behavior is significantly affected bythepurchaseintention of Thai consumers of organic food. DE-206 Namensnennung - Nicht kommerziell 4.0 International CC BY-NC 4.0 cc https://creativecommons.org/licenses/by-nc/4.0/ Aya Fukushige verfasserin (DE-588)121576250X (DE-627)1726815757 aut Mayuree Aryupong verfasserin (DE-588)1215762550 (DE-627)172681579X aut Enthalten in Pakistan journal of commerce and social sciences Lahore : [Verlag nicht ermittelbar], 2008 14(2020), 2, Seite 424-449 Online-Ressource (DE-627)613470591 (DE-600)2526678-0 (DE-576)31395822X 2309-8619 nnns volume:14 year:2020 number:2 pages:424-449 http://www.jespk.net/paper.php?paperid=4394 Verlag kostenfrei http://hdl.handle.net/10419/222909 Resolving-System kostenfrei GBV_USEFLAG_U GBV_ILN_26 ISIL_DE-206 SYSFLAG_1 GBV_KXP GBV_ILN_11 GBV_ILN_20 GBV_ILN_22 GBV_ILN_23 GBV_ILN_24 GBV_ILN_39 GBV_ILN_40 GBV_ILN_60 GBV_ILN_62 GBV_ILN_63 GBV_ILN_65 GBV_ILN_69 GBV_ILN_70 GBV_ILN_73 GBV_ILN_95 GBV_ILN_105 GBV_ILN_110 GBV_ILN_151 GBV_ILN_152 GBV_ILN_161 GBV_ILN_213 GBV_ILN_230 GBV_ILN_285 GBV_ILN_293 GBV_ILN_370 GBV_ILN_602 GBV_ILN_2006 GBV_ILN_2009 GBV_ILN_2010 GBV_ILN_2014 GBV_ILN_2020 GBV_ILN_2021 GBV_ILN_2027 GBV_ILN_2034 GBV_ILN_2055 GBV_ILN_2108 GBV_ILN_2111 GBV_ILN_4012 GBV_ILN_4037 GBV_ILN_4046 GBV_ILN_4112 GBV_ILN_4125 GBV_ILN_4126 GBV_ILN_4249 GBV_ILN_4305 GBV_ILN_4306 GBV_ILN_4307 GBV_ILN_4313 GBV_ILN_4322 GBV_ILN_4323 GBV_ILN_4324 GBV_ILN_4325 GBV_ILN_4326 GBV_ILN_4335 GBV_ILN_4338 GBV_ILN_4367 GBV_ILN_4700 GBV_ILN_2403 GBV_ILN_2403 ISIL_DE-LFER AR 14 2020 2 424-449 26 01 0206 3738001301 x1z 11-08-20 2403 01 DE-LFER 375725872X 00 --%%-- --%%-- n --%%-- l01 17-09-20 2403 01 DE-LFER http://www.jespk.net/paper.php?paperid=4394 26 00 DE-206 56 organic food 26 00 DE-206 56 consumer identity 26 00 DE-206 56 health concern 26 00 DE-206 56 food safety 26 00 DE-206 56 ecological concerns 26 00 DE-206 56 organic food familiarity 26 00 DE-206 56 organic food literacy
allfields_unstemmed	10419/222909 hdl (DE-627)172677015X (DE-599)KXP172677015X DE-627 ger DE-627 rda eng Nitima Aungatichart verfasserin (DE-588)1215762399 (DE-627)1726815692 aut Mediating role of consumer identity between factors influencing purchase intention and actual behavior in organic food consumption in Thailand Nitima Aungatichart, Aya Fukushige and Mayuree Aryupong 2020 Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier DE-206 Open Access Controlled Vocabulary for Access Rights http://purl.org/coar/access_right/c_abf2 The aims of this research are toexplore the relationship between the factors influencing purchase intention and actual behaviors of Thai consumers of organic food, and to observe the mediating role of consumer identity between the factors:attitude towardorganic food, subjective norm, and perceived behavioral control,and purchase intentions.Thetheoryof planned behavior(TPB)was adoptedas a theoretical framework which containedthe role of consumer identity as a mediator. Datawascollected from400Thaiconsumers of organic foods. Structural equation modelingwas usedto analyze the data throughAMOSpackage. The results of the data analysis indicate that the consumer identityplays a full mediating role between independent variables (i.e. health concern, subjective norm, organic food familiarity and organic food literacy) and purchaseintention. The organic food literacy is the main determinant of consumer identity with the highest coefficient value, whilst the organic food familiarity was placed as the second important determinant of consumer identity. Moreover, the results highlight the strong influence of intention on actual behavior of organic food purchase. Accordingly, this study thoroughly captures the TPB model and strengthensit by confirmingrelationship between purchase intention and actual purchase behaviors in organic food consumption and revealed that actual purchase behavior is significantly affected bythepurchaseintention of Thai consumers of organic food. DE-206 Namensnennung - Nicht kommerziell 4.0 International CC BY-NC 4.0 cc https://creativecommons.org/licenses/by-nc/4.0/ Aya Fukushige verfasserin (DE-588)121576250X (DE-627)1726815757 aut Mayuree Aryupong verfasserin (DE-588)1215762550 (DE-627)172681579X aut Enthalten in Pakistan journal of commerce and social sciences Lahore : [Verlag nicht ermittelbar], 2008 14(2020), 2, Seite 424-449 Online-Ressource (DE-627)613470591 (DE-600)2526678-0 (DE-576)31395822X 2309-8619 nnns volume:14 year:2020 number:2 pages:424-449 http://www.jespk.net/paper.php?paperid=4394 Verlag kostenfrei http://hdl.handle.net/10419/222909 Resolving-System kostenfrei GBV_USEFLAG_U GBV_ILN_26 ISIL_DE-206 SYSFLAG_1 GBV_KXP GBV_ILN_11 GBV_ILN_20 GBV_ILN_22 GBV_ILN_23 GBV_ILN_24 GBV_ILN_39 GBV_ILN_40 GBV_ILN_60 GBV_ILN_62 GBV_ILN_63 GBV_ILN_65 GBV_ILN_69 GBV_ILN_70 GBV_ILN_73 GBV_ILN_95 GBV_ILN_105 GBV_ILN_110 GBV_ILN_151 GBV_ILN_152 GBV_ILN_161 GBV_ILN_213 GBV_ILN_230 GBV_ILN_285 GBV_ILN_293 GBV_ILN_370 GBV_ILN_602 GBV_ILN_2006 GBV_ILN_2009 GBV_ILN_2010 GBV_ILN_2014 GBV_ILN_2020 GBV_ILN_2021 GBV_ILN_2027 GBV_ILN_2034 GBV_ILN_2055 GBV_ILN_2108 GBV_ILN_2111 GBV_ILN_4012 GBV_ILN_4037 GBV_ILN_4046 GBV_ILN_4112 GBV_ILN_4125 GBV_ILN_4126 GBV_ILN_4249 GBV_ILN_4305 GBV_ILN_4306 GBV_ILN_4307 GBV_ILN_4313 GBV_ILN_4322 GBV_ILN_4323 GBV_ILN_4324 GBV_ILN_4325 GBV_ILN_4326 GBV_ILN_4335 GBV_ILN_4338 GBV_ILN_4367 GBV_ILN_4700 GBV_ILN_2403 GBV_ILN_2403 ISIL_DE-LFER AR 14 2020 2 424-449 26 01 0206 3738001301 x1z 11-08-20 2403 01 DE-LFER 375725872X 00 --%%-- --%%-- n --%%-- l01 17-09-20 2403 01 DE-LFER http://www.jespk.net/paper.php?paperid=4394 26 00 DE-206 56 organic food 26 00 DE-206 56 consumer identity 26 00 DE-206 56 health concern 26 00 DE-206 56 food safety 26 00 DE-206 56 ecological concerns 26 00 DE-206 56 organic food familiarity 26 00 DE-206 56 organic food literacy
allfieldsGer	10419/222909 hdl (DE-627)172677015X (DE-599)KXP172677015X DE-627 ger DE-627 rda eng Nitima Aungatichart verfasserin (DE-588)1215762399 (DE-627)1726815692 aut Mediating role of consumer identity between factors influencing purchase intention and actual behavior in organic food consumption in Thailand Nitima Aungatichart, Aya Fukushige and Mayuree Aryupong 2020 Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier DE-206 Open Access Controlled Vocabulary for Access Rights http://purl.org/coar/access_right/c_abf2 The aims of this research are toexplore the relationship between the factors influencing purchase intention and actual behaviors of Thai consumers of organic food, and to observe the mediating role of consumer identity between the factors:attitude towardorganic food, subjective norm, and perceived behavioral control,and purchase intentions.Thetheoryof planned behavior(TPB)was adoptedas a theoretical framework which containedthe role of consumer identity as a mediator. Datawascollected from400Thaiconsumers of organic foods. Structural equation modelingwas usedto analyze the data throughAMOSpackage. The results of the data analysis indicate that the consumer identityplays a full mediating role between independent variables (i.e. health concern, subjective norm, organic food familiarity and organic food literacy) and purchaseintention. The organic food literacy is the main determinant of consumer identity with the highest coefficient value, whilst the organic food familiarity was placed as the second important determinant of consumer identity. Moreover, the results highlight the strong influence of intention on actual behavior of organic food purchase. Accordingly, this study thoroughly captures the TPB model and strengthensit by confirmingrelationship between purchase intention and actual purchase behaviors in organic food consumption and revealed that actual purchase behavior is significantly affected bythepurchaseintention of Thai consumers of organic food. DE-206 Namensnennung - Nicht kommerziell 4.0 International CC BY-NC 4.0 cc https://creativecommons.org/licenses/by-nc/4.0/ Aya Fukushige verfasserin (DE-588)121576250X (DE-627)1726815757 aut Mayuree Aryupong verfasserin (DE-588)1215762550 (DE-627)172681579X aut Enthalten in Pakistan journal of commerce and social sciences Lahore : [Verlag nicht ermittelbar], 2008 14(2020), 2, Seite 424-449 Online-Ressource (DE-627)613470591 (DE-600)2526678-0 (DE-576)31395822X 2309-8619 nnns volume:14 year:2020 number:2 pages:424-449 http://www.jespk.net/paper.php?paperid=4394 Verlag kostenfrei http://hdl.handle.net/10419/222909 Resolving-System kostenfrei GBV_USEFLAG_U GBV_ILN_26 ISIL_DE-206 SYSFLAG_1 GBV_KXP GBV_ILN_11 GBV_ILN_20 GBV_ILN_22 GBV_ILN_23 GBV_ILN_24 GBV_ILN_39 GBV_ILN_40 GBV_ILN_60 GBV_ILN_62 GBV_ILN_63 GBV_ILN_65 GBV_ILN_69 GBV_ILN_70 GBV_ILN_73 GBV_ILN_95 GBV_ILN_105 GBV_ILN_110 GBV_ILN_151 GBV_ILN_152 GBV_ILN_161 GBV_ILN_213 GBV_ILN_230 GBV_ILN_285 GBV_ILN_293 GBV_ILN_370 GBV_ILN_602 GBV_ILN_2006 GBV_ILN_2009 GBV_ILN_2010 GBV_ILN_2014 GBV_ILN_2020 GBV_ILN_2021 GBV_ILN_2027 GBV_ILN_2034 GBV_ILN_2055 GBV_ILN_2108 GBV_ILN_2111 GBV_ILN_4012 GBV_ILN_4037 GBV_ILN_4046 GBV_ILN_4112 GBV_ILN_4125 GBV_ILN_4126 GBV_ILN_4249 GBV_ILN_4305 GBV_ILN_4306 GBV_ILN_4307 GBV_ILN_4313 GBV_ILN_4322 GBV_ILN_4323 GBV_ILN_4324 GBV_ILN_4325 GBV_ILN_4326 GBV_ILN_4335 GBV_ILN_4338 GBV_ILN_4367 GBV_ILN_4700 GBV_ILN_2403 GBV_ILN_2403 ISIL_DE-LFER AR 14 2020 2 424-449 26 01 0206 3738001301 x1z 11-08-20 2403 01 DE-LFER 375725872X 00 --%%-- --%%-- n --%%-- l01 17-09-20 2403 01 DE-LFER http://www.jespk.net/paper.php?paperid=4394 26 00 DE-206 56 organic food 26 00 DE-206 56 consumer identity 26 00 DE-206 56 health concern 26 00 DE-206 56 food safety 26 00 DE-206 56 ecological concerns 26 00 DE-206 56 organic food familiarity 26 00 DE-206 56 organic food literacy
allfieldsSound	10419/222909 hdl (DE-627)172677015X (DE-599)KXP172677015X DE-627 ger DE-627 rda eng Nitima Aungatichart verfasserin (DE-588)1215762399 (DE-627)1726815692 aut Mediating role of consumer identity between factors influencing purchase intention and actual behavior in organic food consumption in Thailand Nitima Aungatichart, Aya Fukushige and Mayuree Aryupong 2020 Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier DE-206 Open Access Controlled Vocabulary for Access Rights http://purl.org/coar/access_right/c_abf2 The aims of this research are toexplore the relationship between the factors influencing purchase intention and actual behaviors of Thai consumers of organic food, and to observe the mediating role of consumer identity between the factors:attitude towardorganic food, subjective norm, and perceived behavioral control,and purchase intentions.Thetheoryof planned behavior(TPB)was adoptedas a theoretical framework which containedthe role of consumer identity as a mediator. Datawascollected from400Thaiconsumers of organic foods. Structural equation modelingwas usedto analyze the data throughAMOSpackage. The results of the data analysis indicate that the consumer identityplays a full mediating role between independent variables (i.e. health concern, subjective norm, organic food familiarity and organic food literacy) and purchaseintention. The organic food literacy is the main determinant of consumer identity with the highest coefficient value, whilst the organic food familiarity was placed as the second important determinant of consumer identity. Moreover, the results highlight the strong influence of intention on actual behavior of organic food purchase. Accordingly, this study thoroughly captures the TPB model and strengthensit by confirmingrelationship between purchase intention and actual purchase behaviors in organic food consumption and revealed that actual purchase behavior is significantly affected bythepurchaseintention of Thai consumers of organic food. DE-206 Namensnennung - Nicht kommerziell 4.0 International CC BY-NC 4.0 cc https://creativecommons.org/licenses/by-nc/4.0/ Aya Fukushige verfasserin (DE-588)121576250X (DE-627)1726815757 aut Mayuree Aryupong verfasserin (DE-588)1215762550 (DE-627)172681579X aut Enthalten in Pakistan journal of commerce and social sciences Lahore : [Verlag nicht ermittelbar], 2008 14(2020), 2, Seite 424-449 Online-Ressource (DE-627)613470591 (DE-600)2526678-0 (DE-576)31395822X 2309-8619 nnns volume:14 year:2020 number:2 pages:424-449 http://www.jespk.net/paper.php?paperid=4394 Verlag kostenfrei http://hdl.handle.net/10419/222909 Resolving-System kostenfrei GBV_USEFLAG_U GBV_ILN_26 ISIL_DE-206 SYSFLAG_1 GBV_KXP GBV_ILN_11 GBV_ILN_20 GBV_ILN_22 GBV_ILN_23 GBV_ILN_24 GBV_ILN_39 GBV_ILN_40 GBV_ILN_60 GBV_ILN_62 GBV_ILN_63 GBV_ILN_65 GBV_ILN_69 GBV_ILN_70 GBV_ILN_73 GBV_ILN_95 GBV_ILN_105 GBV_ILN_110 GBV_ILN_151 GBV_ILN_152 GBV_ILN_161 GBV_ILN_213 GBV_ILN_230 GBV_ILN_285 GBV_ILN_293 GBV_ILN_370 GBV_ILN_602 GBV_ILN_2006 GBV_ILN_2009 GBV_ILN_2010 GBV_ILN_2014 GBV_ILN_2020 GBV_ILN_2021 GBV_ILN_2027 GBV_ILN_2034 GBV_ILN_2055 GBV_ILN_2108 GBV_ILN_2111 GBV_ILN_4012 GBV_ILN_4037 GBV_ILN_4046 GBV_ILN_4112 GBV_ILN_4125 GBV_ILN_4126 GBV_ILN_4249 GBV_ILN_4305 GBV_ILN_4306 GBV_ILN_4307 GBV_ILN_4313 GBV_ILN_4322 GBV_ILN_4323 GBV_ILN_4324 GBV_ILN_4325 GBV_ILN_4326 GBV_ILN_4335 GBV_ILN_4338 GBV_ILN_4367 GBV_ILN_4700 GBV_ILN_2403 GBV_ILN_2403 ISIL_DE-LFER AR 14 2020 2 424-449 26 01 0206 3738001301 x1z 11-08-20 2403 01 DE-LFER 375725872X 00 --%%-- --%%-- n --%%-- l01 17-09-20 2403 01 DE-LFER http://www.jespk.net/paper.php?paperid=4394 26 00 DE-206 56 organic food 26 00 DE-206 56 consumer identity 26 00 DE-206 56 health concern 26 00 DE-206 56 food safety 26 00 DE-206 56 ecological concerns 26 00 DE-206 56 organic food familiarity 26 00 DE-206 56 organic food literacy
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source	Enthalten in Pakistan journal of commerce and social sciences 14(2020), 2, Seite 424-449 volume:14 year:2020 number:2 pages:424-449
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spellingShingle	Nitima Aungatichart 26 organic food 26 consumer identity 26 health concern 26 food safety 26 ecological concerns 26 organic food familiarity 26 organic food literacy Mediating role of consumer identity between factors influencing purchase intention and actual behavior in organic food consumption in Thailand
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topic_title	26 00 DE-206 56 organic food 26 00 DE-206 56 consumer identity 26 00 DE-206 56 health concern 26 00 DE-206 56 food safety 26 00 DE-206 56 ecological concerns 26 00 DE-206 56 organic food familiarity 26 00 DE-206 56 organic food literacy Mediating role of consumer identity between factors influencing purchase intention and actual behavior in organic food consumption in Thailand Nitima Aungatichart, Aya Fukushige and Mayuree Aryupong
topic	26 organic food 26 consumer identity 26 health concern 26 food safety 26 ecological concerns 26 organic food familiarity 26 organic food literacy
topic_unstemmed	26 organic food 26 consumer identity 26 health concern 26 food safety 26 ecological concerns 26 organic food familiarity 26 organic food literacy
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title	Mediating role of consumer identity between factors influencing purchase intention and actual behavior in organic food consumption in Thailand
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title_full	Mediating role of consumer identity between factors influencing purchase intention and actual behavior in organic food consumption in Thailand Nitima Aungatichart, Aya Fukushige and Mayuree Aryupong
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title_sort	mediating role of consumer identity between factors influencing purchase intention and actual behavior in organic food consumption in thailand
title_auth	Mediating role of consumer identity between factors influencing purchase intention and actual behavior in organic food consumption in Thailand
abstract	The aims of this research are toexplore the relationship between the factors influencing purchase intention and actual behaviors of Thai consumers of organic food, and to observe the mediating role of consumer identity between the factors:attitude towardorganic food, subjective norm, and perceived behavioral control,and purchase intentions.Thetheoryof planned behavior(TPB)was adoptedas a theoretical framework which containedthe role of consumer identity as a mediator. Datawascollected from400Thaiconsumers of organic foods. Structural equation modelingwas usedto analyze the data throughAMOSpackage. The results of the data analysis indicate that the consumer identityplays a full mediating role between independent variables (i.e. health concern, subjective norm, organic food familiarity and organic food literacy) and purchaseintention. The organic food literacy is the main determinant of consumer identity with the highest coefficient value, whilst the organic food familiarity was placed as the second important determinant of consumer identity. Moreover, the results highlight the strong influence of intention on actual behavior of organic food purchase. Accordingly, this study thoroughly captures the TPB model and strengthensit by confirmingrelationship between purchase intention and actual purchase behaviors in organic food consumption and revealed that actual purchase behavior is significantly affected bythepurchaseintention of Thai consumers of organic food.
abstractGer	The aims of this research are toexplore the relationship between the factors influencing purchase intention and actual behaviors of Thai consumers of organic food, and to observe the mediating role of consumer identity between the factors:attitude towardorganic food, subjective norm, and perceived behavioral control,and purchase intentions.Thetheoryof planned behavior(TPB)was adoptedas a theoretical framework which containedthe role of consumer identity as a mediator. Datawascollected from400Thaiconsumers of organic foods. Structural equation modelingwas usedto analyze the data throughAMOSpackage. The results of the data analysis indicate that the consumer identityplays a full mediating role between independent variables (i.e. health concern, subjective norm, organic food familiarity and organic food literacy) and purchaseintention. The organic food literacy is the main determinant of consumer identity with the highest coefficient value, whilst the organic food familiarity was placed as the second important determinant of consumer identity. Moreover, the results highlight the strong influence of intention on actual behavior of organic food purchase. Accordingly, this study thoroughly captures the TPB model and strengthensit by confirmingrelationship between purchase intention and actual purchase behaviors in organic food consumption and revealed that actual purchase behavior is significantly affected bythepurchaseintention of Thai consumers of organic food.
abstract_unstemmed	The aims of this research are toexplore the relationship between the factors influencing purchase intention and actual behaviors of Thai consumers of organic food, and to observe the mediating role of consumer identity between the factors:attitude towardorganic food, subjective norm, and perceived behavioral control,and purchase intentions.Thetheoryof planned behavior(TPB)was adoptedas a theoretical framework which containedthe role of consumer identity as a mediator. Datawascollected from400Thaiconsumers of organic foods. Structural equation modelingwas usedto analyze the data throughAMOSpackage. The results of the data analysis indicate that the consumer identityplays a full mediating role between independent variables (i.e. health concern, subjective norm, organic food familiarity and organic food literacy) and purchaseintention. The organic food literacy is the main determinant of consumer identity with the highest coefficient value, whilst the organic food familiarity was placed as the second important determinant of consumer identity. Moreover, the results highlight the strong influence of intention on actual behavior of organic food purchase. Accordingly, this study thoroughly captures the TPB model and strengthensit by confirmingrelationship between purchase intention and actual purchase behaviors in organic food consumption and revealed that actual purchase behavior is significantly affected bythepurchaseintention of Thai consumers of organic food.
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title_short	Mediating role of consumer identity between factors influencing purchase intention and actual behavior in organic food consumption in Thailand
url	http://www.jespk.net/paper.php?paperid=4394 http://hdl.handle.net/10419/222909
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Mediating role of consumer identity between factors influencing purchase intention and actual behavior in organic food consumption in Thailand

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