An exploratory study investigating the dimensions influencing consumersâ¿¿ purchase intentions relating to organic food in urban China

This study aims at investigating the dimensions and their components which influence consumers’ attitudes, pre-purchase evaluation and behavioural intentions relating to the purchase of organic food products in urban China. Data was collected through randomly distributed self-administered questionnaires at major supermarkets in Beijing and Shanghai. The findings of this study revealed that Chinese consumers’ attitudes are influenced by the following dimensions and components: product-related (sensory appeal and value for money), regulatory, ethnocentrism and partially by lifestyle (especially self indulgence). Additionally it was revealed by a process of hierarchical multiple regression that the above mentioned dimensions and components partially impacted on consumers’ behavioural intentions through the mediating effects of both their attitudes and pre-purchase evaluation.