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The moderating role of human values in planned behavior : the case of Chinese consumers' intention to buy organic food

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Behaviour change for sustainable consumption

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Behaviour change for sustainable consumption

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The moderating role of human values in planned behavior: the case of Chinese consumers' intention to buy organic food

Zhou, Yanfeng; Thøgersen, John; Ruan, Yajing; Huang, Guang - In: Journal of Consumer Marketing 30 (2013) 4, pp. 335-344

Purpose – This article aims to study the role of personal values as moderators of the antecedents of consumers' “green” buying intentions in the context of Chinese consumers' inclination to buy organic food. Design/methodology/approach – Ordinary Chinese consumers ( n =479) were...

Persistent link: https://www.econbiz.de/10014849860