Exploring Consumer Intentions to Purchase Ethical Food Products: Evidence from China

Numerous food scandals in China are causing strong public concern. In light of an increasing demand for environmentally friendly and safe food and the growing market for ethical products, there is a need for research that... [ view full abstract ]

Numerous food scandals in China are causing strong public concern. In light of an increasing demand for environmentally friendly and safe food and the growing market for ethical products, there is a need for research that examines how consumers view and make decisions about buying ethical food products. Despite the growth in concern for ethical consumerism, few studies have explored the Chinese consumers’ ethical purchase intention.
The purpose of this study is to develop and test a conceptual model that explains the constructs that influence Chinese consumers’ intention to purchase ethical products. The results of SEM provide academics and practitioners with a better understanding of the process and significant antecedents of ethical food purchase intention. Findings confirm the positive influence of consumers’ subjective knowledge, ecological affects, and personal norms on their intention to purchase ethical products. Additionally, this study also finds lack of subjective knowledge leads to consumers’ confusion, which increases ecological affects.
This study highlights a need for more research that examines in more details that role that consumers’ knowledge and confusion play in the purchase decision process. The results of our study may help policy makers and business leaders to better promote the idea of ethical market programme.