- 권한신청
- P-ISSN1738-3110
- E-ISSN2093-7717
- SCOPUS, ESCI
The Moderating Effects of Retailers' Green Practices upon Customer Environmental Values and Organic Food Purchasing Intention
The Moderating Effects of Retailers’ Green Practices upon Customer Environmental Values and Organic Food Purchasing Intention
Bonn, Mark A. (Dedman School of Hospitality, Florida State University)
Kang, Sora (Division of Business Administration, Hoseo University)
Abstract
Purpose - The purpose of this study is to understand how retailers' green practices influence customer environmental values and their organic food purchasing intention. Research design, data, and methodology - Data were collected from randomly intercepting retail shoppers (n=719) departing from 33 retail stores selling organic food products located in Florida, USA. U.S. Data were analyzed using descriptive statistics, CFA and Hierarchical regression analyses. Results - Results documented that customer environmental values (social-altruistic values and biospheric values) were determinants of organic food purchasing intention. Retailers' green practices representing'green self-governance'were found to significantly enhance the effects of customer environmental values upon organic food purchasing intention. Conclusions - This study successfully demonstrated that customers'willingness to purchase eco-friendly products can be greatly increased when having a positive perceptions toward retailers'green practices such as environmental friendly waste management, environmental improvement of packaging, taking back packaging and recovery of the company's end-of-life products.
- keywords
- Green Retailers, Green supply Chain Management, Organic Food, Environmental Values, and Purchase Intention
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