AN INVESTIGATION ON THE FACTORS INFLUENCING ORGANIC FOOD PURCHASE INTENTION IN WUHAN

Abstract

This paper aims to investigate the factors influencing the purchase intention of organic food in the mid-sized city of Wuhan (China). After reviewing relevant literature, the research method was developed based on five hypotheses and a handed survey online have been conducted with a total of 162 valid responses. The finding of this study revealed that purchase intention in Wuhan is influenced by similar factors as larger cities. Indeed, despite a lack of knowledge and trust, very few experiences with organic food products, high prices and lack of distribution channels, it does not stop consumers to intend purchasing organic food products.