A study investigating the determinants of consumer buying behaviour relating to the purchase of organic food products in urban China

The consumption of organic food has increased exponentially over the last decade, especially in Western economies. China has an affluent urban middle class population which is increasingly attracted to the organic food market. This research study involved a large sample size of respondents in four major cities of China. Data analysis was performed using structural equation modelling. The findings revealed that Chinese consumers' buyer behaviour of organic food is influenced by the dimensions of product, associated regulations and lifestyles. The unique model developed can be used by academicians and practitioners globally to formulate effective marketing strategies in the future.