Environmental Consciousness and Organic Food Purchase Intention: A Moderated Mediation Model of Perceived Food Quality and Price Sensitivity
Abstract
:1. Introduction
2. Theoretical Background and Hypotheses
2.1. Environmental Consciousness
2.2. Organic Food
2.3. Environmental Consciousness and Organic Food Purchase Intention
2.4. Mediating Role of Perceived Food Quality
2.5. Moderating Role of Price Sensitivity
3. Method
3.1. Sample and Data Collection
3.2. Sample Characteristics
3.3. Measures
3.4. Analysis Method
4. Results
4.1. Descriptive Statistics and Correlation Analysis
4.2. Measurement Model
4.3. Hypotheses Testing
5. Discussion and Implications
5.1. Research Implications
5.2. Practical Implications
6. Conclusions and Future Research
Author Contributions
Funding
Conflicts of Interest
References
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Variable | Frequency | Percent |
---|---|---|
Gender | ||
Male | 186 | 35.90% |
Female | 332 | 64.10% |
Age | ||
25 or below | 37 | 7.10% |
26–35 | 268 | 51.70% |
36–45 | 175 | 33.80% |
46–55 | 28 | 5.40% |
56 or above | 10 | 1.90% |
Marital status | ||
Married | 501 | 96.70% |
Not married | 17 | 3.30% |
Education | ||
High school or below | 352 | 68.00% |
University or college | 152 | 29.30% |
Graduate or above | 14 | 2.70% |
Income | ||
Under 3000 RMB | 136 | 26.30% |
3000–under 6000 RMB | 226 | 43.60% |
6000–under 9000 RMB | 96 | 18.50% |
9000–under 12,000 RMB | 41 | 7.90% |
12,000 RMB or above | 19 | 3.70% |
Whether or not previously purchased organic food | ||
Yes | 418 | 80.70% |
No | 100 | 19.30% |
Constructs | Items | Sources |
---|---|---|
Environmental consciousness |
| [17] |
Perceived food quality |
| [40] |
Price sensitivity |
| [36] |
Organic food purchase intention |
| [17] |
Variable | Mean | S.D. | 1 | 2 | 3 | 4 |
---|---|---|---|---|---|---|
1. Environmental consciousness | 5.64 | 1.00 | 0.78 | |||
2. Perceived food quality | 5.41 | 0.97 | 0.36 ** | 0.77 | ||
3. Price sensitivity | 5.11 | 1.02 | 0.31 ** | 0.30 ** | 0.72 | |
4. Organic food purchase intention | 5.48 | 0.96 | 0.45 ** | 0.47 ** | 0.42 ** | 0.86 |
Constructs | Items | Loadings | CR | AVE | √AVE | Cronbach’s α |
---|---|---|---|---|---|---|
Environmental consciousness | ENC1 | 0.76 | 0.83 | 0.61 | 0.78 | 0.82 |
ENC2 | 0.85 | |||||
ENC3 | 0.74 | |||||
Perceived food quality | PFQ1 | 0.66 | 0.74 | 0.59 | 0.77 | 0.75 |
PFQ2 | 0.87 | |||||
PFQ3 | 0.73 | |||||
Price sensitivity | PRP1 | 0.82 | 0.76 | 0.52 | 0.72 | 0.70 |
PRP2 | 0.60 | |||||
Organic food purchase intention | OFP1 | 0.88 | 0.90 | 0.74 | 0.86 | 0.90 |
OFP2 | 0.85 | |||||
OFP3 | 0.87 |
Variable | Model 1a (Purchase Intention) | Model 2a (Purchase Intention) | Model 3a (Perceived Quality) | Model 4a (Purchase Intention) | Model 1b (Purchase Intention) | Model 2b (Purchase Intention) | Model 3b (Purchase Intention) |
---|---|---|---|---|---|---|---|
Control variable | |||||||
Gender | 0.53 | 0.42 | 0.04 | 0.03 | 0.53 | 0.02 | 0.02 |
Age | 0.01 | −0.01 | −0.01 | 0.01 | 0.01 | 0.01 | 0.01 |
Marital status | −0.02 | −0.01 | 0.05 | −0.03 | −0.02 | −0.05 | −0.04 |
Income | 0.06 | 0.88 | 0.01 | 0.03 | 0.06 | 0.05 | 0.04 |
Purchased experience | −0.13 ** | −0.08 * | −0.08 | −0.06 | −0.13 ** | −0.05 | −0.06 |
Independent variable | |||||||
Environmental consciousness | 0.54 *** | 0.36 *** | 0.42 *** | ||||
Mediator | |||||||
Perceived food quality | 0.32 *** | 0.38 *** | 0.38 *** | ||||
Moderator | |||||||
Price sensitivity | 0.29 *** | 0.31 *** | |||||
Interaction | |||||||
Perceived food quality × Price sensitivity | −0.11 ** | ||||||
F value | 2.368 * | 32.934 *** | 12.122 *** | 41.990 *** | 2.368 * | 30.298 *** | 28.269 *** |
∆F | 30.566 *** | 9.754 *** | 39.622 *** | 27.930 *** | 2.029 ** | ||
R square | 0.027 | 0.311 | 0.143 | 0.398 | 0.027 | 0.323 | 0.334 |
∆R square | 0.284 | 0.116 | 0.371 | 0.296 | 0.011 |
Moderator | Environmental Consciousness (X) → Perceived Food Quality (M) → Organic Food Purchase Intention (Y) | ||||
---|---|---|---|---|---|
Stage | Effect | ||||
First (PXM) | Second (PMY) | Direct Effects (PXY) | Indirect Effects (PXMPMY) | Total Effects (PXY + PXMPMY) | |
Low-price sensitivity | 0.313 *** | 0.325 *** | 0.411 *** | 0.102 *** | 0.513 *** |
High-price sensitivity | 0.297 *** | 0.254 ** | 0.394 *** | 0.075 *** | 0.469 *** |
Differences | 0.016 *** | 0.071 *** | 0.017 * | 0.027 ** | 0.044 ** |
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Wang, J.; Pham, T.L.; Dang, V.T. Environmental Consciousness and Organic Food Purchase Intention: A Moderated Mediation Model of Perceived Food Quality and Price Sensitivity. Int. J. Environ. Res. Public Health 2020, 17, 850. https://doi.org/10.3390/ijerph17030850
Wang J, Pham TL, Dang VT. Environmental Consciousness and Organic Food Purchase Intention: A Moderated Mediation Model of Perceived Food Quality and Price Sensitivity. International Journal of Environmental Research and Public Health. 2020; 17(3):850. https://doi.org/10.3390/ijerph17030850
Chicago/Turabian StyleWang, Jianming, Thuy Linh Pham, and Van Thac Dang. 2020. "Environmental Consciousness and Organic Food Purchase Intention: A Moderated Mediation Model of Perceived Food Quality and Price Sensitivity" International Journal of Environmental Research and Public Health 17, no. 3: 850. https://doi.org/10.3390/ijerph17030850
APA StyleWang, J., Pham, T. L., & Dang, V. T. (2020). Environmental Consciousness and Organic Food Purchase Intention: A Moderated Mediation Model of Perceived Food Quality and Price Sensitivity. International Journal of Environmental Research and Public Health, 17(3), 850. https://doi.org/10.3390/ijerph17030850