THE INFLUENCE OF BEHAVIOR ATTITUDE,SUBJECTIVE NORM ANDPERCEIVED BEHAVIOR CONTROL ON THE PURCHASE INTENTION OF GREEN FOOD IN GUANGZHOU

Abstract

As the world's largest food consumer, China is actively pursuing a sustainable development strategy. At the same time, due to the improvement in living standards and frequent food safety issues, Chinese consumers are increasingly concerned with the health, quality and nutritional value of food products. Increasing attention to health issues means creating opportunities for the growth of the organic food market. Although green products with lower standards and prices are becoming more popular in China than organic products, they still have very limited domestic market share. Therefore, it is important to study green consumer buying behavior. Quantitative research with multiple regression analysis employed in this research, with questionnaire as the instruments in collecting primary data from respondents (189 valid samples).The data were collected by questionnaire and analyzed by SPSS 22 This study found attitude toward the behavior and perceived behavioral control have significant influence on green consumer purchase intention. While, subjective norm not partially giving significant influence towards green consumer purchase intention. Yet, all variables have simultaneous influenced towards purchase intention. The study limited by the respondent’s demographic which large differentiation among education level that need to be reassured in future research. Recommendations as point to consider is provided.