The focus of this thesis is on the behavior of Taiwanese consumers in the organic food market in Taiwan. The theory of planned behavior is used to determine what role attitudes, social influences and perceived control has on Taiwanese consumers¡¦ intention to purchase organic food. Furthermore, a fourth construct testing the role of one¡¦s attitude towards the environment on consumer behavior is tested. The importance of demographics on the organic food market is also tested to determine a target market for the marketers of organic food in Taiwan. The data for this thesis was collected through several interviews which provided detailed information on the beliefs and attitudes of Taiwanese consumers on organic food. The results from the interviews were used as the foundation of the questionnaire which was hosted online.
This thesis determined that the main factors influencing consumer behavior of the organic food market in Taiwan are the attitudes of Taiwanese consumers towards organic food and social influences on Taiwanese consumers. Marketing efforts of organic food in Taiwan should therefore focus on attitudes and social influences on Taiwanese consumers. Perceived control is less influential, while the attitude of Taiwanese consumers towards the environment did not prove to have a positive significant relationship with intention to purchase organic food. This thesis proved that there is no significant difference in intention to purchase organic food between Taiwanese consumers¡¦ of different genders, areas of residence and income levels, however those aged over 50 and 30-39 years old are significantly more inclined to purchase organic food than those aged 18-29.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0825109-171242 |
| Date | 25 August 2009 |
| Creators | Sander, Tyler |
| Contributors | C.T. James Lee, Chi Cheng Wu, Min-Hsin Huang |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | English |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0825109-171242 |
| Rights | not_available, Copyright information available at source archive |
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