The influence of food choice motives and objective and subjective knowledge on organic food consumption

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dc.description학위논문 (석사)-- 서울대학교 대학원 : 농경제사회학부 지역정보전공, 2016. 2. 최영찬.-
dc.description.abstractThe aim of this study is to examine the influence of six different food choice motives and objective and subjective knowledge on consumers attitude toward organic food and organic consumption based on the Theory of Planned Behavior (TPB) model. The online survey was conducted in October 2015 and data were collected from a sample of 343 in South Korea. This study applied structural equation modeling (SEM) by using a PLS-graph and discovered that among six different motives, concern for health and the environment were found to be the main factors in explaining organic food consumption. In addition, subjective knowledge about organic food had a positive effect on attitude toward organic food. Based on the empirical results, several suggestions are provided to the institutions as to facilitate the organic sectors on-going expansion in South Koreas food industry.-
dc.description.tableofcontentsI. Introduction 1
1. Background 1
2. Research Questions 3

II. Literature Review 4
1. Organic food 4
2. Motivation 8
3. Knowledge 13
4. Attitude and purchase intention 17

III. Research Model and Hypothesis 21
1. Research Model 21
2. Hypothesis 21

IV. Research Methodology 31
1. Instrument Development 31
2. Pilot Test of the Survey Instrument 33

V. Data Analysis and Results 38
1. Data Collection 38
2. Sample Characteristics and Descriptive Statistics 38
3. Common Method Variance 42
4. Assessment of Measurement Model 45
5. Hypothesis Test 48

VI. Discussion 52
1. Summary of Findings 52
2. Contributions and Limitations 59

Reference 63

Appendix 70
dc.format.extent818941 bytes-
dc.publisher서울대학교 대학원-
dc.subjectOrganic food-
dc.subjectFood choice motives-
dc.subjectConsumer attitudes-
dc.subjectTheory of Planned Behavior-
dc.titleThe influence of food choice motives and objective and subjective knowledge on organic food consumption-
dc.contributor.affiliation농업생명과학대학 농경제사회학부-
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College of Agriculture and Life Sciences (농업생명과학대학)Dept. of Agricultural Economics and Rural Development (농경제사회학부)Theses (Master's Degree_농경제사회학부)
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