환경관심도와 건강관심도가 유기농식품에 대한 태도 및 구매의도에 미치는 영향 - 음식 관여도의 조절효과 -

Abstract

This study empirically investigates the influence of health and environmental concerns, as perceived by consumers purchasing organic food, on their attitudes toward organic food and repurchase intentions, as well as the moderating role of involvement in these relationships. A sample of 320 respondents was surveyed to assess the reliability and validity of the proposed research model, and three hypotheses were tested through structural equation modeling. The findings revealed that higher levels of health and environmental concerns among consumers significantly and positively impacted their attitudes toward organic food. Furthermore, a favorable attitude toward organic food was found to have a significant effect on repurchase intentions. Additionally, an analysis of the moderating effect of involvement in the causal relationships between health and environmental concerns, attitudes toward organic food, and repurchase intentions revealed that consumers with high involvement exhibited a more pronounced positive response to the attitude toward organic food influenced by health concern