Evaluating the purchasing behavior of organic food among Chinese consumers
Purpose: This study aims to identify the key factors that influence the intention and behavior of Chinese consumers toward purchasing organic food. The extended theory of planned behavior (TPB) model is adopted as the underlying theory to explore the relationship between attitudes (ATT), subjective...
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| Main Authors: | , , |
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| Format: | Article |
| Published: |
Emerald Publishing Limited
2023
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| Subjects: | |
| Online Access: | http://eprints.utm.my/107607/ http://dx.doi.org/10.1108/YC-04-2023-1721 |
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| Institution: | Universiti Teknologi Malaysia |