Factors Affecting Purchase Intention of Organic Food: The Importance of Trust and Risk Perception

Following a series of food safety crises in recent years, the overwhelming majority of Taiwanese are looking for foods and products that complement and facilitate a healthier lifestyle. Though there is some controversy over the details, organic foods nonetheless have a reputation of being healthier, safer and more sustainable than conventionally grown foods. More consumers have perceived that organic foods may contribute to better health through reduced hormones and chemical exposure and increased nutritional quality. Additionally, adding to its popularity, purchasing organic and natural foods has become somewhat trendy. As the organic market grows in Taiwan, a natural question arises: who are buying organic foods and what factors are associated with their intention to purchase organic foods? Previous studies have shown the association between organic consumption and several socio-demographic characteristics such as education, social class and religion. The intention to purchase organic foods is related to individual’s health consciousness, consumer knowledge, and environmental concern. However, there is limited research exploring the effects and mechanisms of trust network and risk perception on the attitude of organic consumption. Using data drawn from the 2013 Taiwan Social Change Survey, a nationwide cross-sectional survey consisting of 2005 respondents aged 18 and older, this research aims to identify organic consumers and factors affecting their purchase intention of organic foods. Specifically, the effects of trust and risk perception on purchase intention will be examined and delineated by controlling demographic characteristics.