Organic Food purchase motivations, the investigation of the mind-set of an urban Chinese consumer

Abstract

Organic food industry is starting to develop rapidly in China, mainly in big cities such as Shanghai, Beijing, and Guangzhou(Yin et al., 2010). Current study focuses on Organic food consumers in Shanghai and examines factors that have the most impact on intention for purchasing Organic food. Data was collected in Shanghai city through a distribution of hard copy questionnaires. The factors such as internal benefits of consumption, external benefits of consumption, economic cost and the impact of certification and labelling were rated in terms of importance to the consumer while making a purchase decision to buy Organic food.