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    Title: Tie strength, green expertise, and interpersonal influences on the purchase of organic food in an emerging market
    Authors: Chang, Sheng-Hsiung;Chang, Ching-Wen
    Keywords: Emerging market;Tie strength;Green expertise;Green purchase behaviour;Interpersonal influences
    Date: 2016-09
    Issue Date: 2017-02-14 02:10:36 (UTC+8)
    Publisher: Emerald Publishing Limited
    Abstract: Purpose
    Set in an emerging economy context, the purpose of this paper is to examine the determinants of green consumers’ purchase behavior on organic food by analyzing the impact of word-of-mouth (WOM) effects (i.e. tie strength, sender’s green expertise, receiver’s green expertise), conformity behaviors (i.e. normative interpersonal influence and informational interpersonal influence) on green purchase intention, and the relationship between green purchase intention and green purchase behavior.

    Design/methodology/approach
    Data were collected by self-administered questionnaire completed by respondents who had purchase experience of organic food in the last six months. The specific context of this study is green consumption for organic food in Taiwan. Data collection was implemented in a convenience sampling method. Among the 578 consumers who had filled the questionnaire, 147 did not have any purchase history of organic food, resulting in a final usable sample of 431 (response rate 74.57 percent) in Taiwan. The data were collected during a five-week period in late 2015.

    Findings
    Through structural equation modeling analysis, data were analyzed and the empirical results indicate that tie strength, sender’s green expertise, and receiver’s green expertise have a positive influence on green consumer’s susceptibility to informational interpersonal influences and normative interpersonal influences, separately. In addition, informational interpersonal influences and normative interpersonal influences both have a positive relationship on green purchase intention, which will further positively influence the green purchase behavior.

    Originality/value
    This study reminds marketers of the impact of WOM effects as well as interpersonal influences on consumers. It examines the impact of tie strength, senders’ green expertise, and receivers’ green expertise on green purchase intention and green purchase behavior. This study also explores the mediation effects of green consumers’ susceptibility to interpersonal influences. Consumers’ susceptibility to interpersonal influence is discussed in the marketing literature. However, few prior studies have explored its effect in the green setting. Last, few attempts have discussed the relationship between green purchase intention and green purchase behavior. This study contributes to the literature by examine the relationship between green purchase intentions and green purchase behavior.
    Relation: British Food Journal 119(2), p.284-300
    DOI: 10.1108/BFJ-04-2016-0156
    Appears in Collections:[國際企業學系暨研究所] 期刊論文

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