Factors Affecting Customers' Purchase Intentions Towards Organic food Products in Chengdu.

Abstract

This research aims to 1. To study the opinions that affect consumers' purchase intentions towards organic food products in Chengdu. 2. To study the factors that influence consumers' purchase intentions towards organic food products. in Chengdu 3. To study the factors that have a relationship and have a positive influence on consumers' purchasing intentions towards organic food products in Chengdu. This research combines qualitative and quantitative research (Mixed Methods). Research tools include questionnaires/interviews. with a sample group/target group Using the calculation principles of (1962) to calculate the power value (1-β) equal to 0.95, the alpha value (α) equal to 0.05, the number of variables equal to 8, the effect size value equal to 0.1296158 (which is calculated Obtained from the partial R2 value of 0.114921) equal to 184 sets, which the researcher added for a total of 240. Then the data collected from the questionnaire were analyzed using descriptive statistics, consisting of percentage, mean, standard deviation, and analysis. Recession Let's analyze it in terms of content. Then use the information gathered from documents/literature/interview forms.
The research results found that
1) Purchase Intention: Consumers expect organic food products.
In Chengdu healthy ingredients
2) Factors influencing consumers' purchase intentions towards organic food products in Chengdu include physical health factors, food, and healthy and good ingredients for the body.
3) Purchase intention of organic food products in Chengdu and pointed out that the factors Health awareness Confidence in food safety The statistical significance level is at the .01 level.