Managing self congruity to influence behavioral intention in organic food contexts in Fujian province, China

摘要

Regarding China, this country is considered as one of the most potential markets in terms of economic growth and population expansion in organic food. Due to the improvement in living standards such as increase in income and healthy consciousness, Chinese consumers start to focus more on food quality, and hence create the chance for the development of organic food market. How to attract consumers’ attention has become an emergency issue for both academia and practioners. This study was aims at investigating the effects of gender on self congruity- behavioral intention relationships. Questionnaire survey was employed for collecting data and 200 valid samples were received from those consumers in Fujian province, China. Findings show that self congruity has significantly positive impacts on behavioral intention. However the effects of gender on self congruity- behavioral intention relationships were not significant. Firms should hold more family reunions of organic food in order to enhance its image and maintain the interaction and linkage among consumers.