教師資料查詢 | 類別: 期刊論文 | 教師: 張勝雄 Sheng-hsiung Chang (瀏覽個人網頁)

標題:Tie strength, green expertise, and interpersonal influences on the purchase of organic food in an emerging market
學年105
學期2
出版(發表)日期2017/02/06
作品名稱Tie strength, green expertise, and interpersonal influences on the purchase of organic food in an emerging market
作品名稱(其他語言)
著者Chang, Sheng-Hsiung; Chang, Ching-Wen
單位
出版者
著錄名稱、卷期、頁數British Food Journal 119(2), p.284-300
摘要Purpose
Set in an emerging economy context, the purpose of this paper is to examine the determinants of green consumers’ purchase behavior on organic food by analyzing the impact of word-of-mouth (WOM) effects (i.e. tie strength, sender’s green expertise, receiver’s green expertise), conformity behaviors (i.e. normative interpersonal influence and informational interpersonal influence) on green purchase intention, and the relationship between green purchase intention and green purchase behavior.

Design/methodology/approach
Data were collected by self-administered questionnaire completed by respondents who had purchase experience of organic food in the last six months. The specific context of this study is green consumption for organic food in Taiwan. Data collection was implemented in a convenience sampling method. Among the 578 consumers who had filled the questionnaire, 147 did not have any purchase history of organic food, resulting in a final usable sample of 431 (response rate 74.57 percent) in Taiwan. The data were collected during a five-week period in late 2015.

Findings
Through structural equation modeling analysis, data were analyzed and the empirical results indicate that tie strength, sender’s green expertise, and receiver’s green expertise have a positive influence on green consumer’s susceptibility to informational interpersonal influences and normative interpersonal influences, separately. In addition, informational interpersonal influences and normative interpersonal influences both have a positive relationship on green purchase intention, which will further positively influence the green purchase behavior.

Originality/value
This study reminds marketers of the impact of WOM effects as well as interpersonal influences on consumers. It examines the impact of tie strength, senders’ green expertise, and receivers’ green expertise on green purchase intention and green purchase behavior. This study also explores the mediation effects of green consumers’ susceptibility to interpersonal influences. Consumers’ susceptibility to interpersonal influence is discussed in the marketing literature. However, few prior studies have explored its effect in the green setting. Last, few attempts have discussed the relationship between green purchase intention and green purchase behavior. This study contributes to the literature by examine the relationship between green purchase intentions and green purchase behavior.
關鍵字Emerging market;Tie strength;Green expertise;Green purchase behaviour;Interpersonal influences
語言英文
ISSN0007-070X
期刊性質國外
收錄於SCI;
產學合作
通訊作者Chang, Sheng-Hsiung
審稿制度
國別英國
公開徵稿
出版型式,電子版,紙本
相關連結
SDGs
  • 健康與福祉,淨水與衛生,永續城市,責任消費與生產
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