The Impact of Organic Food's Corporate Image and Electronic Word of Mouth on Consumers' Purchase Intention: The Moderating Effect of Moral Identity, Self-efficacy and Impression Management Motivation

Ying CHEN ； Chun-Shuo CHEN

《The 1st CHINA-ASEAN International Conference 2019: Insight to Chinese and ASEAN’s Experience and Adaptation》 2019 (2019/04) Pp. 189-198

https://doi.org/10.6947/caicictbs.201904.0019

摘要

Organic food consumption has become a hot topic in the academic field. In the future, Marketing and psychological drivers are likely to play an important role and are subject to discussion. In this context, based on the TRA and SOR model, this paper aims to discuss: Does corporate image and electronic word-of-mouth affect the intention to buy organic food under the moderating effect of moral identity? Does impression management motivation and self-efficacy have a moderating effect on the ＂attitude-behavioral intention＂ transformation process in organic consumption? Finally, this study expands the theoretical research on the factors affecting organic food consumption, and proposes marketing recommendations to promote organic food consumption.

關鍵字

Organic food ； Corporate Image ； Electronic word-of-mouth ； Moral identity