Organic food: observations of Chinese purchasing behaviours

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.