organic.docx - The current study investigates how consumers perceive organic food attributes which in turn influence their utilitarian and hedonic

organic.docx - The current study investigates how consumers...

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The current study investigates how consumers perceive organic food attributes, which in turn influence their utilitarian and hedonic attitudes and intentions to purchase organic food. Specifically, consumers’perceptions of nutritional content, ecological welfare, and price attributes of organic food have strong effects on utilitarian attitudes ,while perceptions of the sensory appeal attribute have a strong effect on hedonic attitudes. This study raises questions about the lack of theoretical framework in previous organic food studies. Therefore, a modified S–O–R model is applied to provide theoretical support for organic food research. As I mentioned,very few theoretical frameworks have been employed in organic food study,theories that researchers have used to study organic food consumption are attitude- behavior models such as: xxx One of the main assumptions of TRA and TPB is that people are rational in their decision-making processes and actions, so that cognitive approaches can be used to predict behaviors.but SOR enables researchers to examine both cognitive and affective influences on behavior. xxx In other words, the S–O–R model assumes that an organism exposed to environmental stimuli will process those stimuli in a uniquely individual way and respond accordingly. In this study, consumers’perceptions of organic food attributes as stimuli, utilitarian and hedonic attitudes as organism,and behavioral intentions as response. Two different categories of stimuli: object stimuli and social psychological stimuli. xxx Since a major determinant of purchasing organic food is product attributes associated with health, environmental protection, and animal welfare, these
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  • Fall '11
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