Consumers’ attitudes and loyalty in purchasing organic foods: A cognition-affect-behavior approach

초록

This study is designed to investigate how utilitarian and hedonic attitudes influence loyalty to organic foods. Moderating effects of health, environmental, and price consciousness are also examined. A total of 1474 emails were distributed and 725 usable surveys were obtained after eliminating non-qualified and incomplete responses. The results confirm that consumers develop attitudes toward organic foods based on both utilitarian and hedonic aspects. The results also show that attitudes positively affect attitudinal loyalty, which in turn leads to behavioral loyalty. The moderating effects of health, environmental, and price consciousness are also partially supported.