An Analysis of Consumption and Purchasing toward Organic Fruits : Cross-Countries Study between China and France

Abstract: Background: Organic food became a popular topic in recent years. Even though organic markets are becoming larger than before, the organic fruit market is still a niche market around the world. Consumers’ purchasing intentions towards organic products are impacted by many factors. Purpose: The purpose of this research study is to investigate the customers’ purchasing behaviors with different food-related lifestyles in China and France. Method: A research model and four hypotheses alongside the study have been used after reviewing relevant literatures. An online questionnaire survey was conducted in China and France, which resulted in 261 completed and usable responses. Results: All hypotheses were accepted representing all the independent variables, which includes attitudes toward purchasing organic fruit, subjective norms, perceived control and food-related lifestyles, influencing purchase intentions. In terms of research questions, the results suggested that food-related lifestyles in different countries exhibited positive significant relationships with customers’ planned behavior.