Organic food: observations of Chinese purchasing behaviours

Roberts, Robin and Rundle-Thiele, Sharyn R. (2007) Organic food: observations of Chinese purchasing behaviours. In: ANZMAC 2007: 3Rs Reputation, Responsibility and Relevance, 3-5 Dec 2007, Dunedin, New Zealand.


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[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.

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Item Type: Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)
Refereed: Yes
Item Status: Live Archive
Additional Information: Authors retain copyright.
Faculty / Department / School: Historic - Faculty of Business - School of Management and Marketing
Date Deposited: 10 Dec 2007 02:54
Last Modified: 18 Aug 2017 02:41
Uncontrolled Keywords: Consumer behaviour, organic food, observation method
Fields of Research : 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150504 Marketing Measurement
20 Language, Communication and Culture > 2002 Cultural Studies > 200202 Asian Cultural Studies
17 Psychology and Cognitive Sciences > 1701 Psychology > 170113 Social and Community Psychology

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