Organic food: observations of Chinese purchasing behaviours
Paper
Paper/Presentation Title | Organic food: observations of Chinese purchasing behaviours |
---|---|
Presentation Type | Paper |
Authors | Roberts, Robin (Author) and Rundle-Thiele, Sharyn R. (Author) |
Editors | Thyne, Maree, Deans, Kenneth R. and Gnoth, Juergen |
Journal or Proceedings Title | Proceedings of the 2007 Australian and New Zealand Marketing Academy Conference (ANZMAC 2007) |
Journal Citation | 1, pp. 3430-3436 |
Number of Pages | 7 |
Year | 2007 |
Place of Publication | Dunedin, New Zealand |
ISBN | 9781877156299 |
Web Address (URL) of Paper | http://www.anzmac07.otago.ac.nz/ |
Conference/Event | ANZMAC 2007: 3Rs Reputation, Responsibility and Relevance: Doctoral Colloquium Writing Workshop |
Event Details | ANZMAC 2007: 3Rs Reputation, Responsibility and Relevance: Doctoral Colloquium Writing Workshop Event Date 30 Nov 2007 to end of 02 Dec 2007 Event Location Dunedin, New Zealand |
Abstract | [Abstract]: Previous research into organic food purchasing was based on the Theory of Planned Behaviour and this has enabled us to understand which attitudinal dispositions are associated with intentions to purchase organic food. A key issue identified by researchers such as Zinkhan and Carlson (1995) is that intentions do not always lead to behaviours and as a result alternate methodological perspectives are required. A covert observation technique was used to explore what is purchased and by whom in China. The behaviours and key characteristics of 136 people were observed in 66 episodes in two Chinese supermarkets. Dry grocery products were the dominant organic food category purchased in China. People shopped in groups, with interactions and the influence of others clearly evident. Surveys of one person are likely to provide limited insight into behaviour. |
Keywords | Consumer behaviour, organic food, observation method |
ANZSRC Field of Research 2020 | 350606. Marketing research methodology |
470202. Asian cultural studies | |
520599. Social and personality psychology not elsewhere classified | |
Public Notes | File reproduced in accordance with the copyright policy of the publisher/author. |
Byline Affiliations | Griffith University |
School of Management and Marketing |
https://research.usq.edu.au/item/9y623/organic-food-observations-of-chinese-purchasing-behaviours
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