Chinese Consumers’ Perceptions, Attitude, and Purchase Intention of Organic Products

Abstract

This research studied the psychological mechanisms influencing Chinese urban consumers’ organic food purchases. Surveying over 1,500 participants from Beijing, Shanghai, and Chongqing, it identifies key predictors using regressions, MANOVAs, neural networks, and SEM. Findings show that perceptions of nutritional content drive purchase intention, while affordability predicts behaviour. Attitudes toward utilitarian and hedonic benefits directly influence intention; ethical attitudes have an indirect effect. The study offers practical and theoretical insights for promoting organic food in China.