Influences of Consumers Subjective Knowledge and Brand Image on their Purchase of Environment-friendly Agricultural Products
2015
Seo, H.S., Dongguk University, Seoul, Republic of Korea | Hwang, J.H., Dongguk University, Seoul, Republic of Korea
This study aims to prepare a solution necessary for boosting the consumption of environment-friendly agricultural products, positively reflecting consumers opinions that expect supplies of safe agricultural products to secure the domestic farms producing environment-friendly agricultural products and at the same time, to meet consumers needs. As a result of the hypothesis testing, of the subjective knowledge in Hypothesis 1, product knowledge had an impact on attitude, while purchase knowledge and use knowledge after purchase were not significant. Of the subjective knowledge in Hypothesis 2, purchase knowledge and product knowledge had significant impacts on purchase intention. Brand image in Hypothesis 3 had a significant impact on attitude, while brand image in Hypothesis 4 had a significant impact on purchase intention. As a result of the mediated regression analysis of Hypothesis 5, all of the subjective knowledge, purchase knowledge, product knowledge and use knowledge after purchase had an impact on purchase intention, partially mediated by attitude, and brand image, too, had an impact on purchase intention, partially mediated by attitude.
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