Investigating the buyer behaviour of organic food in urban China

This paper aims to investigate the dimensions important to consumers in the People's Republic of China associated with their pre-purchase evaluation of organic foods. Data was collected in China in two stages, ie two hundred valid on-line survey responses were collected for the purpose of the pilot study, and subsequently nine hundred and sixty paper-based responses were obtained from four major Chinese cities. The findings of this study revealed that Chinese consumers' purchase of organic food is influenced by the following dimensions: product-related, regulatory, and lifestyle (variety seeking and self-indulgence). Additionally the above mentioned dimensions had a direct or indirect impact on pre-purchase evaluation and behavioural intentions. Personal attitudes for the purchase of organic food influenced pre-purchase evaluation, and finally pre-purchase evaluation impacted on the behavioural intention.