Organic Coffee

International Journal of Contemporary Hospitality Management
Consumer motives for purchasing organic coffee: The moderating effects of

ethical concern and price sensitivity
Kyung Hee Lee Mark A. Bonn Meehee Cho
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Consumer motives for

purchasing organic coffee
The moderating effects of ethical concern

and price sensitivity
Consumer
motives
1157
Kyung Hee Lee

Department of Foodservice Management, Kyung Hee University,
Seoul, Korea, and
Mark A. Bonn and Meehee Cho
Received 4 February 2014

Revised 8 May 2014
26 June 2014
2 September 2014
Accepted 27 September 2014
Dedman School of Hospitality, Florida State University,

Tallahassee, Florida, USA
Abstract
Purpose This study aims to investigate consumer choice motives for purchasing organic coffee by
applying the Theory of Planned Behavior (TPB) approach and how those are influenced by different
degrees of ethical concern and price sensitivity to gain a better understanding about consumer behavior
related to the rapidly growing demand for this unique product.
Design/methodology/approach Data were collected from consumers at cafs (n 482) located in
seven metropolitan cities in South Korea using a self-administered questionnaire. Data were analyzed
using descriptive statistics, confirmatory factor analysis and structural equation modeling.
Findings Results documented that health and environmental protection were predictors of purchase
attitude and subjective norm. Environmental protection was found to be a predictor of perceived behavioral
control. TPB antecedents were significantly related to purchase intention. Ethical concern and price
sensitivity documented the significant moderating roles upon organic coffee purchasing behavior.
Research limitations/implications Findings further contribute to a better understanding about
influential choice motives regarding organic coffee and their effect upon consumer purchase behavior.
Practical implications Findings assist in understanding the roles ethical concerns and price
sensitivity play upon consumer behavior issues specific to purchasing organic coffee. New research
findings assist with marketing and promoting the social benefits associated with organic coffee while
also offering pricing strategies for caf and restaurant businesses to optimize their organic coffee sales
revenue potential.
Originality/value This study is one of the first to clarify consumer motives for purchasing organic
coffee, and to ascertain whether consumer purchase attitudes and intentions regarding organic coffee
are influenced by different degrees of ethical concern and price sensitivity.
Keywords Ethical concerns, Purchase behavior, Price sensitivity, Consumer choice motives,
Environment concern, Organic coffee
Paper type Research paper
1. Introduction
In recent years, numerous food hazards have resulted in consumers worrying about food
safety and food safety issues such as genetic modification (Christoph et al., 2008; Miles
This research was funded through the Dedman School of Hospitality, Florida State University.
International Journal of
Contemporary Hospitality
Management
Vol. 27 No. 6, 2015
pp. 1157-1180
Emerald Group Publishing Limited
0959-6119
DOI 10.1108/IJCHM-02-2014-0060
IJCHM
27,6
1158
and Frewer, 2001), bovine spongiform encephalopathy (McCluskey et al., 2005),

salmonella food poisoning (Miles and Frewer, 2001), pesticides (Miles and Frewer, 2001)
and herbicide residues (Miles and Frewer, 2001). Consequently, the number of organic
foods market has grown rapidly due to the increased demand for healthy foods and
organic foods (Kim et al., 2013; Lee et al., 2014) which are grown using methods and
materials that reduce the use of toxic pesticides, herbicides and fertilizers.
As the most frequently consumed beverage in the world (Baker et al., 2004), coffee has
become the most important exported commodity for many developing countries and,
consequently, the most valuable item for these countries regarding their international
trade (Cailleba and Casteran, 2009). This is especially true for organic coffee, which is
mainly produced in Brazil, Ethiopia, Mexico and Peru (Van der Vossen, 2005). Global
organic coffee sales reached 148 million pounds in 2006, and more than 44 per cent of all
total organic coffee grown in 2008 was imported into North America to produce organic
coffee products (OTA, 2012). More recent trends document that international sales of
organic coffee in the USA grew nearly 30 per cent in just one year, jumping from $15.2
million in 2011 to $19.7 million in 2012 (OTA, 2013).
A wide range of organic coffee products is now on the market. Freshly roasted
organic coffee and coffee blends are being processed as decaffeinated, caffeinated,
flavored coffees and instant coffees. Coffee consumers can obtain these products at cafs
and retail outlets worldwide and may also purchase them from companies specializing
in roasting and distributing (selling) coffee beans direct to consumers via the Internet.
Organic coffee is also used for many dessert items and refreshments, including organic
coffee ice cream, yogurt, coffee sodas, hard candies and chocolate-covered beans (OTA,
2012).
Since coffee was first introduced in South Korea in the 1890s (Kang, 2013), instant
coffee has been produced and supplied widely as the favorite consumable coffee style.
Following the Seoul Olympics in 1988 and due to health trends, South Korean consumer
preferences for coffee styles and types changed to freshly brewed coffee. Increased
consumer consumption of brewed coffee accelerated with the launching of
Starbucks-Korea in Seoul in 1999. Over the past ten years, consumption of brewed coffee
has increased rapidly which has caused a demand for many domestic (e.g. Caffe bene,
Angel-in-us) and international (e.g. Starbucks, Coffee bean) caf-style franchises to enter
the freshly brewed coffee and espresso business. Consequently, brewed coffee
(approximately $2.3 billion) ranked first among all coffee market sales in 2013
(approximately $5.6 billion) in Korea, followed by coffee mix, coffee beverage and
instant coffee (Korea Economic Daily, 2014). Accordingly, the amount of imported coffee
beans (raw beans from Vietnam and Brazil, roasted beans from the USA) increased from
102,086 tons in 2008 to 123,029 tons in 2011 (Korea Custom Service, 2013). In addition,
many Korean consumers now pay close attention to not only the quality and growing
conditions of the coffee but also to its brewing type. They enjoy the taste and flavor of
sustainably grown coffee which is regularly consumed at specialty coffee houses,
private homes and the workplace. Sustainably grown coffee styles include organic
coffee, shaded grown coffee (protected from the sun during growth) and fair trade
coffee. Given the amount of imported organic coffee in recent years, it is expected that
consumers desire to purchase organic or fair trade coffee will continue to increase.
The existing body of knowledge appearing in scholarly academic literature
addressing consumer attitudes, intentions and motives associated with purchasing
organic products is very limited and, as a result, it is not well understood and highly
controversial with respect to empirical research findings (Newsom et al., 2005). Results
from one group of prior studies that focused primarily on the effects motives had upon
consumer purchasing behavior regarding organic foods identified health and
nutritional motives as the most dominant for purchasing organic foods (Lockie et al.,
2004; Lea and Worsley, 2005). Some consumer purchase organic food because of their
perceptions of positive gains upon to their well-being resulting from eating healthier
products (Williams and Hammitt, 2001) and foods that are safer because they are
produced without the use of synthetic chemicals (e.g. pesticides, fertilizers) and genetic
modification (Miles and Frewer, 2001). Environmental concern has also appeared as a
strong motive for purchasing organic products (Magnusson et al., 2003), but this motive
is not as strong as the motive associated with health (Huang, 1996). Additional research
findings have reported mixed results (Baker et al., 2004). For example, Tarkianen and
Sundqvist (2005) insisted that environmental concern was a dominant motive for
purchasing organic products. These gaps demonstrate that beyond studies focusing
upon motives related to safety and environmental concerns for purchasing organic food,
other motives exist including ethical self-identity (Shaw and Shiu, 2002), personal values
(Lea and Worsley, 2005) and beliefs that organic food tastes better than conventionally
produced food (Padel and Foster, 2005). One particular study on Swedish consumers
reported that taste was the most important motive for purchasing food (Magnusson
et al., 2001), supporting much earlier research from Norway that concluded similar
results (Wandel and Bugge, 1997).
More recently, ethical concern about coffee production and fair trade has increased
due to perceptions about child labor used to produce coffee and other issues related to
the effects coffee-growing practices have upon environmental sustainability. The
attitude that the development and growth of fair trade is ethical, and especially for
beverage items (e.g. coffee, tea), has received much support by UK and European
commerce sectors. This is especially true for coffee as it was the first trade product to
raise ethical production concerns following the 1970s when fair trade products first
appeared (Cailleba and Casteran, 2009).
Ethical trading, which is now mainstream trading, is an essential element for the
sustainability of livelihoods. The goals of sustainable and organic agriculture are
closely related, as they are similar forms of farming (Padel and Foster, 2005). Thus,
organic trading is increasingly seen to overlap ethical trading. As the organic movement
continues to evolve toward social rights and fair trade, organic coffee now represents 59
per cent of all fair trade coffee imported into the USA (OTA, 2013).
Social responsibility and sustainability have been important topics in recent
hospitality marketing research (Lee et al., 2014; Yoo et al., 2011). In general, consumers
who feel an ethical responsibility toward society express this feeling through their
purchasing behavior. Consumers appear to be more willing to pay extra for ethically
produced goods, especially when they are perceived to improve the livelihood of
producers (Dipietro et al., 2013). However, consumer purchasing behavior does not
always correspond to their positive attitudes (Manaktola and Jauhari, 2007). Several
studies have indicated consumer sensitivity to price when buying organic coffee
(Pelsmacker et al., 2005b), which can be 15-30 per cent more expensive than
conventionally produced coffee. While consumers behaviors are clearly influenced by
their perceptions and attitudes (Vitell et al., 2001), attitude alone is not always a good
Consumer
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1160
predictor of purchasing behavior in the actual purchase situation, suggesting a gap

between attitudes and behaviors (Wandel and Bugge, 1997). Therefore, an increasing
emphasis on obtaining a better understanding of consumers who purchase organic
coffee is very important.
The complexity of food choice behavior has been explored through various models
(Furst et al., 1996; Chen, 2007); however, no studies have investigated the potential
influences of motives regarding choice and organic coffee purchasing behavior. Thus,
this study attempts to clarify what motives determine consumers purchase attitude and
intentions regarding organic coffee and ascertain whether consumer purchase attitude
and intentions related to organic coffee are influenced by different degrees of ethical
concern and price sensitivity (Figure 1).
2. Literature review and hypotheses
To better understand human behavior, many studies have applied diverse theories. On
theory in particular is the Theory of Planned Behavior (TPB) proposed by Ajzen (1991)
that has successfully explained a wide range of human behavior based on their
behavioral intention (BI). As a central construct of TPB, BI is predicted by three
motivational factors:
(1) the persons attitude toward engaging in the behavior;
(2) the degree of social pressure felt by the person with regard to the behavior
(subjective norm); and
(3) the degree to which the behavior is personally controllable (perceived behavioral
control [PBC]).
The TPB has been applied in numerous studies to examine a variety of social behaviors
in the individuals decision-making process (Ajzen, 2001; Armitage and Conner, 2001),
including alcohol consumption (Conner et al., 1999), the adoption of information systems
and the Internet (Kim et al., 2009), hoteliers technology adoption (Lim, 2009) and travel
Figure 1.
A proposed model of
choice motives and
the TPB toward
organic coffee
destination choice intention (Hsu and Huang, 2012). From accumulated evidence, many
scholars have concluded that the TPB may be the most useful theory in predicting a
wide range of intentions and behaviors that are under volitional control, and appropriate
for applying to most people, although the sufficiency of TPB is still being questioned.
Most importantly, because Ajzens (1991) TPB successfully elucidates consumers and
their food selecting behavior (Chen, 2007), it was deemed the most appropriate theory for
exploring consumer choice motives regarding the purchase of organic coffee. Therefore,
the TPB was chosen as the theoretical framework used for this study. Since certain
choice motives for organic coffee may have salient impacts on consumer attitudes,
subjective norms and PBC pertaining to the purchase of organic coffee, which in turn
influence the subsequent purchase intention, the study hypotheses were developed
based upon these assumptions.
2.1 Organic coffee choice motives
Steptoe and Pollard (1995) developed Food Choice Questionnaire (FCQ) as a measure of
food choice motives and were in the identification of nine motives: health, sensory appeal,
mood, price, ethical concern, familiarity, convenience, natural content and weight control.
Because of recent food crises reports, health and environmental protection (Lockie et al.,
2004) are predominant motives for consumers purchase attitude and intention regarding
organic food. Several studies have documented that, at the individual level, the sensory
element in foods (e.g. taste, flavor and freshness) were the most important criteria for
selecting fruits, vegetables, and beverages (e.g. coffee) regardless of production methods
(organic vs conventional) (Torjusen et al., 2001). Hill and Lynchehaun (2002) suggested that
organic food might taste better than conventional food due to consumer perceptions that
organic food has higher quality associated with freshness and healthiness. Fillion and Arazi
(2002) demonstrated that organic orange juice was perceived to have better taste than
non-organic orange juice. In addition, because a majority of consumers rely upon a label
certification attesting to organic farming methods when buying organic food, the motive
trust plays an important role for purchasing organic foods and if consumers are willing to
pay for them (Krystallis and Chryssohoidis, 2005). Based on these results, it is reasonable to
assume that four organic coffee choice motives (health, trust, sensory appeal and
environmental protection) affect consumers in shaping their attitudes, subjective norms and
PBC regarding the organic coffee purchasing behavior. Therefore, the following hypotheses
are presented:
H1. Motives for choosing organic coffee are positive contributors to purchase
attitude pertaining to organic coffee.
H1a. Health is a positive contributor to purchase attitude regarding organic coffee.
H1b. Trust is a positive contributor to purchase attitude regarding organic coffee.
H1c. Sensory appeal is a positive contributor to purchase attitude regarding organic
coffee.
H1d. Environmental protection is a positive contributor to purchase attitude
regarding organic coffee.
H2. Motives for choosing organic coffee are positive contributors to subjective
norms pertaining to organic coffee.
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H2a. Health is a positive contributor to subjective norms regarding organic coffee.

H2b. Trust is a positive contributor to subjective norms regarding organic coffee.
H2c. Sensory appeal is a positive contributor to subjective norms regarding organic
coffee.
1162
H2d. Environmental protection is a positive contributor to subjective norms

H3. Motives for choosing organic coffee are positive contributors to perceived
behavioral control pertaining to organic coffee.
H3a. Health is a positive contributor to perceived behavioral control regarding
organic coffee.
H3b. Trust is a positive contributor to perceived behavioral control regarding
organic coffee.
H3c. Sensory appeal is a positive contributor to perceived behavioral control
H3d. Environmental protection is a positive contributor to perceived behavioral
control regarding organic coffee.
2.2 Purchase attitude
The construct of attitude toward behavior is built on the expectation that beliefs affect
the results of behavior. When a consumers attitude is positive toward a behavior, the
consumer is apt to engage in that behavior (Ajzen, 1991). Shim et al. (2001) found that
consumers attitudes are determinants of their online pre-purchase intentions.
Tarkianen and Sundqvist (2005) demonstrated that consumer attitudes predicted their
purchase intention regarding organic foods. In Chens (2007) study, consumers positive
purchase attitude toward organic foods significantly enhanced their intention
to purchase such food. Generally, organic coffee can be also perceived as healthier,
fresher and more trusted because of its certification and sustainable production
conditions than conventional coffee. When a consumer has a positive purchase attitude
toward organic coffee, he or she will have greater intention to purchase organic coffee.
Therefore, H4 is offered:
H4. Consumers purchase attitude toward organic coffee is positively related to their
purchase intention regarding organic coffee.
2.3 Subjective norms
Subjective norms represent the perceived social pressure a person feels while engaging
in a behavior. It is built upon those beliefs of individual that are important to them in
their lives. Thus, subjective norms can be influenced by expectations of others
regarding a specific behavior combined with the individuals motivation to comply with
those expectations. Sparks et al. (1995) argued that the subjective norm construct is the
weakest predictor of intentions and, consequently, removed subjective norms from their
study. However, Armitage and Conner (2001) demonstrated that subjective norms have
a strong relationship with intention. Chen (2007) found that when a consumers
subjective norms were positive, their purchase intention toward organic products was
significantly enhanced. Findings suggested that if consumers believe that people who
are important to them consider organic coffee as healthier, fresher, more credible and
produced through environmentally friendly means, then they will have a greater
intention to purchase organic coffee. Therefore, the following hypothesis is offered:
H5. When a consumers subjective norms regarding purchasing organic coffee are
positive, the consumer will have greater intention to purchase organic coffee.
2.4 Perceived behavioral control
If individuals perceive an obstacle to engage in a specific behavior, they may not intend
to engage in that behavior. PBC refers to ones perception of control over their behavior
when considering those associated risks and benefits. Ajzen (1991) theorized that people
who perceive themselves as having more behavioral control, also have a greater
intention to perform that behavior. Godin and Kok (1996) reported that PBC contributed
to the prediction of intentions regarding health-related behaviors. Chen (2007)
demonstrated that consumers PBC significantly enhances their intention to purchase
organic foods. Thus, the following hypothesis is offered:
H6. With more perceived behavioral control over the purchase of organic coffee,
consumers are more likely to intend to purchase organic coffee.
2.5 Moderating effects of ethical concern and price sensitivity
Ethical consumption is defined as the purchase of a product that concerns a certain
ethical issue, such as child labor, animal well-being, fair trade and organic produce.
People engage in ethical consumption to benefit the natural environment and others
(Pelsmacker et al., 2005a). Honkanen et al. (2006) found that ethical motives explain
attitude and purchase intention regarding organic produce. In addition, Michaelidou
and Hassan (2008) explored the effects of ethical self-identity in their research model,
and found it had a strong influence upon their purchase intention. Pelsmacker et al.
(2005a) found that consumers with high ethical concern were willing to pay a 27 per cent
price premium when they buy fair trade coffee. Based on these contexts, we believe that
the purchase of organic coffee may be an expression of ethical concern.
However, Magnusson et al. (2001) has reported that attitude alone is not sufficient to
predict buying behavior and they found that one major obstacle in purchasing organic
foods is related to price. Although some studies have reported that ethical concerns
about organic coffee affect consumer purchasing attitudes and intentions, Pelsmacker
et al. (2005b) has shown that consumers sensitivity to price prevents them from paying
extra to buy organic coffee. This suggests that ethical concern alone about organic
coffee may not be strong enough to predict organic coffee-buying behavior. Therefore,
consumers sensitivity to paying higher price premiums for organic coffee should be
considered. Accordingly, H7 and H8 are offered:
H7. Ethical concern toward organic coffee has a moderating effect on the
relationships between organic coffee choice motives and TPB.
H8. Price sensitivity toward organic coffee has a moderating effect on the
relationships between organic coffee choice motives and TPB.
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3. Methodology
3.1 Survey instrument
This studys survey instrument was developed to fulfill the study objectives related to
investigating determinants for purchasing organic coffee. To accomplish this, Chens
(2007) research study on organic food choice motives, the antecedents of TPB and BIs
was adopted and applied to the organic coffee context. The survey included items that
measured the effects of two moderating variables, ethical concern and price
sensitivity, which previous research studies has reported as related to consumers
organic product purchasing behavior. Four scales pertaining to motives for choosing
organic coffee were used to ascertain motives that influence the purchase attitude,
subjective norms and PBC toward organic coffee. Eight items adapted from Steptoe and
Pollards (1995) FCQ were used to measure health and sensory appeal. A three-item
scale was used for trust and a four-item scale was used for environmental protection,
which were developed by Magnusson et al. (2001) and Lindeman and Vaananen (2000),
respectively. Ten-item measurement scales for purchase attitude, subjective norms and
PBC were adapted from Bredahl (2001) and the four-item scale used for purchase
intention was based on Bredahl (2001), for which items were adapted from Pliner and
Hobden (1992). A three-item scale was used to measure ethical concern based on You
and Park (2012) and Michaelidou and Hassan (2008). A three-item scale was used to
measure price sensitivity based on Chen (2007).
A seven-point scale was used to measure how important respondents considered the
purchase of organic coffee based on the statements presented in Appendix (not at all
important [strongly disagree] 1, extremely important [strongly agree] 7). Some
items regarding socio-demographic characteristics were measured. For an appropriate
translation of the questionnaire that could be fully understood by Korean respondents,
the original English questionnaire was translated into Korean. After two bilingual
speakers cross-checked the Korean questionnaire, several modifications were made
(Choe and Cho, 2011). A pilot test using 100 consumers conveniently sampled at various
cafs was carried out in South Korea in October 2012. After modifying several questions
for reliability in measurement, the final survey instrument consisted of 35 items.
3.2 Sampling and data collection
From November 14, 2012, through December 6, 2012, the main survey was conducted
using a convenience sampling method at various upscale specialty cafs with the
expectation of meeting more consumers having organic coffee drinking experience.
Seven metropolitan cities in South Korea were selected to increase the likelihood of the
samples representativeness. All potential respondents were screened to confirm that
they were over 20 years of age. The survey was prefaced with a brief, generic description
of organic coffee. Discount coupons offering approximately 30 per cent off the price of
coffee were provided to customers with the expectation of their faithful completion of the
questionnaire. After eliminating the unusable responses among the completed
questionnaires, 482 valid responses (representing a 68.9 per cent response rate) were
used for this study.
3.3 Data analysis
Descriptive statistics were used to analyze the demographic profile of respondents. A
two-step confirmatory factor analysis (CFA) was first conducted to estimate the fit of the
eight-factor model (Anderson and Gerbing, 1988). CFA was then used to assess whether
the measurement variables reflected the hypothesized latent variables. After verifying
the measurement model, structural equation modeling (SEM) was used to test the
validity of the proposed model and hypotheses.
To test the moderating effects of ethical concern and price sensitivity on all of the
positive hypothetical relationships, two unconstrained and constrained models were
compared using 2 tests of differences. The 2 value of the unconstrained model was
subtracted from that of the constrained (Frazier et al., 2004). Ethical concern (4.13 1.48)
and price sensitivity (4.61 1.56) were divided into high and low groups by mean
values.
4. Results
4.1 Profiles of the samples
Demographic characteristics of respondents found that about 65.6 per cent were female,
between 20 and 29 years (59.8 per cent), with 22.4 per cent earning $2,000- $3,000, and
having received a university education (70.9 per cent). Respondents were daily coffee
drinkers (92.7 per cent) consuming coffee 1-3 times a day, having consumed organic
coffee (63.7 per cent) for which a higher premium was paid.
These findings contrasted with those of Cailleba and Casteran (2009) who concluded
that fair trade coffee purchases were related to consumers education level and standard
of living rather than age or gender. Results of this studys chi-square tests demonstrated
that organic coffee drinking experience differed significantly according to gender, age,
income level and education level, showing a higher consumptive frequency for females
(p 0.000***), 20-29 years of age (p 0.05*), having low incomes (less than $1,000, p
0.000***), with somewhat low educational levels (p 0.05*). Price sensitivity (low/high)
depended upon gender (higher in males, p 0.01**) and income level (higher in less than
$1,000, p 0.05*), whereas level of ethical concern was not significantly different among
the demographic characteristics.
4.2 Measurement model testing by CFA
First, CFA was conducted to examine the fit of the tested eight-factor model which was
composed of four organic coffee choice motives and TPB. Based on the CFA results,
convergent validity, discriminant validity and reliability of all of the multi-items were
estimated (Fornell and Larcker, 1981). As shown in Table I, the internal consistency was
acceptable with a higher Cronbachs alpha (0.845-0.925) than the recommended 0.70
(Nunnally, 1978). Composite construct reliability was acceptable, as its range (0.730 to
0.876) exceeded the minimum requirement of 0.60 (Fornell and Larcker, 1981). All
average variance extracted (AVE) levels (0.544 to 0.770) were higher than the threshold
value of 0.50 (Fornell and Larcker, 1981). All standardized factor loadings were above
the threshold value of 0.70 (except for SA1, SA5 and PBC1) and were significant (p
0.001). These results supported the convergent validity of the measure, and the eight
factors were distinct and unidimensional (Anderson and Gerbing, 1988). The
goodness-of-fit index of this model showed satisfactory statistics. The 2 fit statistic was
1,179.825 with 508 df (p 0.001; 2/df 2.322). The root mean square error
approximation (RMSEA 0.052) was lower than the 0.08 threshold. In addition, except
for the normed fit index (NFI 0.897), the values of the Tucker Lewis index (TLI
0.927), comparative fit index (CFI 0.938) and incremental fit index (IFI 0.938) were
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Construct
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Standardized
loadings
t-value
Health
H1
H2
H3
0.845
0.792
0.794
Fixed
18.219***
18.243***
Trust
T1
T2
T3
0.869
0.899
0.710
Fixed
22.801***
17.509***
Sensory appeal
SA1
SA2
SA3
SA4
SA5
0.538
0.852
0.907
0.701
0.626
Fixed
12.517***
11.596***
10.363***
10.062***
Environmental protection
EP1
0.724
EP2
0.881
EP3
0.831
EP4
0.847
Fixed
19.596***
14.486***
15.203***
Purchase attitude
A1
0.741
A2
0.867
A3
0.823
Fixed
17.819***
17.212***
Subjective norm
SN1
SN2
SN3
Fixed
27.688***
22.400***
CCRa
AVE
0.730
0.657
Fixed
31.826***
32.386***
21.206***
0.544
0.894
0.677
0.894
0.659
0.848
0.705
0.782
0.664
0.854
0.756
0.899
0.826
0.838
0.738
0.737
0.583
0.845
0.567
0.729
0.779
0.667
0.876
0.897
0.920
0.927
0.755
0.859
0.681
0.841
0.759
0.786
0.787
Purchase intention
PI1
PI2
PI3
PI4
0.689
0.758
0.793
0.775
0.766
0.721
0.812
Fixed
13.390***
12.112***
11.801***
0.852
0.731
0.748
0.748
0.743
Perceived behavioral control

PBC1
0.538
PBC2
0.741
PBC3
0.941
PBC4
0.781
Cronbachs
alpha
0.729
0.718
0.722
0.760
0.904
0.905
0.794
Item-to-total
correlation
0.770
0.925
0.730
0.879
0.867
0.843
Notes: 2 1179.825 (df 508), p 0.001; 2/df 2.322; goodness of fit index (GFI) 0.876; normed
fit index (NFI) 0.897; Tucker Lewis index (TLI) 0.927; comparative fit index (CFI) 0.938;
incremental fit index (IFI) 0.938; root square error of approximation (RMSEA) 0.052; a CCR:
Table I.
Reliabilities and CFA composite construct reliability; AVE: average variance extracted; *** p 0.001
higher than the recommended 0.90. As presented in all the statistics, the quality of this
measurement was assured. According to previous studies (Podsakoff et al., 2003),
possible common method variance was tested to check the potential concern of common
method bias in using a survey. Exploratory factor analysis of 29 items proved eight
factors, which explain 76.699 per cent of the variance (first factor 31.323 per cent, last
3.993 per cent), with Eigen values higher than 1.00. Because no single factor explained
most of the variance, common method bias was not a threat.
Table II shows the means, standard deviations and correlation coefficients between
constructs. According to Fornell and Larckers (1981) suggestion, the discriminant
validity is acceptable when the values of all AVEs are higher than those of all squared
correlations for each pair of constructs. In this study, as all AVEs (0.544 to 0.770)
exceeded all squared correlations of each pair of constructs (0.001 to 0.241), the
discriminant validity was evident.
4.3 Structural equation modeling
SEM was performed to estimate the validity of the suggested model and the hypotheses.
As presented in Table III, the 2 statistic demonstrated that the suggested model did not
fit the data very well (2 1,128.541; df 355; p 0.001) because the ratio between the
2 value and the degree of freedom, which is recommended to be below 3.00 to obtain
satisfactory absolute fits, exceeded the threshold of 3.00. However, considering the
sensitivity of 2 statistics to sample size and model complexity (Bentler and Bonett,
1980), other goodness-of-fit indexes were tested. Other fit indexes revealed that this
model fit the data properly and well (GFI 0.854; NFI 0.884; CFI 0.917; RMSEA
0.067). Therefore, it provided a good basis on which to test the hypothesized
relationships. The parameter estimates showed the direct effects between constructs. A
significant coefficient indicates a significant causal relationship between latent
constructs.
To examine how the motive regarding choosing organic coffee affects consumer
purchase attitude, H1 was examined. The results indicate that health ( 0.125;
p 0.05), trust ( 0.172; p 0.001) and environmental protection ( 0.353; p 0.001)
affected purchase attitude. Therefore, H1 was partially supported. Because trust
( 0.184; p 0.001), sensory appeal ( 0.111; p 0.05) and environmental protection
( 0.286; p 0.001) affected the subjective norm, H2 was also partially supported. H3,
which predicted positive relationships between motives for choosing organic coffee and
planned behavioral control, was partially supported. Environmental protection only
affected PBC ( 0.197; p 0.001). H4, H5 and H6, which predicted positive
relationships between the antecedents of TPB (purchase attitude: 0.380; p 0.001,
subjective norm: 0.392; p 0.001 and PBC: 0.160; p 0.001) and purchase
intention were supported.
4.4 Moderating effects of ethical concern and price sensitivity
Table IV shows the moderating effects of ethical concern. The unconstrained model for
tenure fit the data reasonably well (2 1,503.436; df 710; p 0.001; GFI 0.82;
NFI 0.84; CFI 0.91; RMSEA 0.048). In the relationships between health and PBC,
and between sensory appeal and PBC, the 2 differences between the two models
(constrained and unconstrained) were significant (Health PBC; 2df 1 5.550; p
Consumer
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1167
Table II.
Correlations, means,
and standard
deviations
1
0.258**
0.177**
0.367**
0.097**
0.160**
0.070**
0.249**
0.152**
0.134**
4.38 1.46
4.57 1.44
5.03 1.48
4.24 1.40
4.24 1.39
3.77 1.27
3.51 1.41
3.79 1.35
4.13 1.48
4.61 1.56
Notes: * p 0.05 (two-tailed); ** p 0.01 (two-tailed)
Health
Trust
Sensory appeal
Purchase attitude
Subjective norm
Perceived behavioral control
Purchase intention
Ethical concern
Price sensitivity
H SD
1
0.273**
0.356**
0.161**
0.188**
0.009
0.188**
0.228**
0.134**
1
0.266**
0.118**
0.185**
0.058**
0.108**
0.140**
0.152**
1
0.203**
0.295**
0.107**
0.302**
0.364**
0.002
1
0.266**
0.183**
0.303**
0.192**
0.052*
1
0.136**
0.491**
0.202**
0.002
1
0.270**
0.122**
0.023
1
0.225**
0.021
1168
Constructs
1
0.040
10
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27,6
8.130***
2/df 3.179
9.077***
3.774***
1.057
1.302
0.340
3.713***
0.802
3.826***
2.296
5.556***
2.506*
3.491***
1.214
6.337***
t-value
Supported
GFI 0.854, NFI 0.884,
CFI 0.917, RMSEA 0.067
Supported
Supported
Partially supported
Not supported
Not supported
Not supported
Supported
Partially supported
Not supported
Supported
Supported
Supported
Partially supported
Supported
Supported
Not supported
Supported
Results
Notes: GFI: goodness-of-fit index; NFI: normed fit index; CFI: comparative fit index; RMSEA: root mean square error of approximation; * p 0.05,
***
p 0.001
0.160***
2 1,128.541 (p 0.000)
0.392***
H5
Subjective norm Purchased intention
H6
Perceived behavioral control Purchased intention
Goodness-of-fit statistics
0.380***
H4
Purchase attitude Purchased intention
0.054
0.064
0.017
0.197***
0.039
0.184***
0.111*
0.286***
H2
Health Subjective norm
Trust Subjective norm
Sensory appeal Subjective norm
Environmental protection Subjective norm
H3
Health Perceived behavioral control
Trust Perceived behavioral control
Sensory appeal Perceived behavioral control
Environmental protection Perceived behavioral control
0.125*
0.172***
0.059
0.353***
Standardized coefficients
H1
Health Purchase attitude
Trust Purchase attitude
Sensory appeal Purchase attitude
Environmental protection Purchase attitude
Hypothesized path
Consumer
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1169
Table III.
Structural parameter
estimates
Table IV.
Moderating effects of
ethical concern and
price sensitivity (H7
and H8)
0.020
0.165*
0.194**
0.280***
0.068
0.049
0.206**
0.244**
0.332***
0.437***
0.195**
H2
H2a
H2b
H2c
H2d
H3
H3a
H3b
H3c
H3d
H4
H5
H6
0.380***
0.350***
0.133*
0.199**
0.060
0.199**
0.067
0.081
0.196**
0.013
0.222**
0.117
0.196**
0.050
0.276***
0.140
0.189
1.255
5.550*
0.026
15.179*
2.382
0.348
0.379
3.569
0.259
0.036
0.719
2.201
0.246
0.364***
0.300***
0.220**
0.035
0.037
0.013
0.233**
0.061
0.234**
0.190*
0.157*
0.033
0.206**
0.170*
0.202**
0.359***
0.471***
0.120*
0.142*
0.079
0.012
0.150*
0.155*
0.140*
0.050
0.384***
0.253***
0.124*
0.022
0.458***
Standardized coefficient
Low-price sensitivity
High-price sensitivity
2.019
5.779*
0.147
2.855
0.249
0.000
0.293
3.801
0.775
1.791
1.403
4.239*
0.480
3.253
1.619
2 (df 1)
Notes: 2/df 2.118; GFI 0.828; NFI 0.843; CFI 0.909; RMSEA 0.048, * p 0.05, ** p 0.01, *** p 0.001; 2/df 2.227; GFI 0.813;
NFI 0.845; CFI 0.907; RMSEA 0.051, * p 0.05, *** p 0.001
0.148*
0.118
0.109
0.314***
H1
H1a
H1b
H1c
H1d
2 (df 1)
1170
Standardized coefficient
Low-ethical concern
High-ethical concern
IJCHM
27,6
0.05, Sensory appeal PBC; 2df 1 15.179; p 0.05). Therefore, H7 was partially
supported.
In Table IV, the moderating effects of price sensitivity are displayed. The
unconstrained model for tenure fit the data reasonably well (2 1,581.289; df 710;
p 0.001; GFI 0.81; NFI 0.85; CFI 0.91; RMSEA 0.005). In the relationships
between health and purchase attitude, and between subjective norm and purchase
intention, the 2 differences between the two models (constrained and unconstrained)
were significant (Health Purchase attitude; 2df 1 4.239; p 0.05, Subjective
norm Purchase intention; 2df 1 5.779; p 0.05). Therefore, H8 was partially
supported. Several relationships between motives for choosing organic coffee and TPB
were greatly influenced by ethical concern and price sensitivity, even though the
moderating effects were not significant.
5. Discussion and conclusions
Our study examined which consumer motives shape purchase intention toward organic
coffee. We conducted surveys at upscale specialty cafs located in Seoul, Korea, and then
performed SEM to examine the validity of the suggested model and the hypothesized
relationships.
Respondents were successfully characterized as being educated, young female
consumers. Even though their income level was not high, they had a higher frequency of
organic coffee drinking than any other group. Generally, the target customers of cafs
are younger people attributed to the fact that younger individuals may have more
opportunities to visit cafs to meet with friends or to date. Because their spending
pattern may converge more closely with eating-out rather than saving, these consumers
may be less resistant to higher coffee prices as revealed by chi-square tests which
revealed that age showed no significant difference with respect to price sensitivity.
Moreover, young female customers, who are sensitive to the taste of coffee and consider
the environmental mood of a highly upscale caf an important element of purchasing
coffee, may visit upscale specialty cafs more frequently than others. In addition, as
somewhat highly educated individuals, female respondents in this study may have
more concern about environmental and social benefits making them more conscious
about drinking organic coffee.
This study found that consumers choice behavior regarding organic coffee was
successfully explained by Ajzens TPB (1991). The study identified seven positive
relationships between motive for choosing organic coffee and the antecedents in TPB.
Health, trust and environmental protection were predictors of purchase attitude. These
findings support previous studies (Krystallis and Chryssohoidis, 2005; Magnusson
et al., 2001, 2003). This research also documents that the motives of trust, sensory appeal
and environmental protection affected subjective norms. Consumers high level of
concern about trust and environmental protection toward organic produce was
considered conventional wisdom. Because consumers consideration of trust and
environmental protection are altruistic motives, it is not surprising that these two
motives affect subjective norms. Interestingly, the motive regarding sensory appeal as
personal values influenced subjective norms. As found in Swedish (Magnusson et al.,
2001) and Norwegian (Wandel and Bugge, 1997) consumer surveys, sensory attributes
are the most important purchase criterion, as they are built as a form of conventional
wisdom for purchasing organic coffee and influence the subjective norm. For PBC, only
Consumer
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the motive of environmental protection affected organic coffee purchasing. This result
indicated that the more consumers consider environmental protection to be an
important motive when they buy organic coffee, the more their behavioral control will be
influenced.
The antecedents of TPB had positive impacts on consumers purchase intention
regarding organic coffee. This result is consistent with Ajzens (1991) explanation of
consumers organic food choice behavior (Chen, 2007). Though the TPB is a useful
model for predicting a wide range of BIs (Jasper and Waldhart, 2013), the relative
importance of TPB antecedents in the prediction of BI differed depending on behaviors
and situations. Many researchers have found that attitudes are more predictive of
behavior in certain situations (Njite and Parsa, 2005; Shim et al., 2001). Tarkianen and
Sundqvist (2005) suggested that consumers attitude predicted their purchase intention
regarding organic foods. However, according to Wens (2009) review of the literature on
theories affecting consumers online purchase intention regarding travel products, the
influences of attitude sub-factors is not clear.
With respect to the influence of subjective norms on intention, some researchers have
argued that the subjective norm construct is the weakest predictor of intentions and
have removed it from analysis (Sparks et al., 1995). Contrary to this finding, the
subjective norm construct in our study, as well as attitude, were found to be strong
predictors of intention regarding the purchase of organic coffee. Because the majority of
TPB studies have used single-item measures for subjective norms, Armitage and
Conner (2001) pointed out that the weakness in predictive power of subjective norms
may be partially due to inadequate measurement. Their meta-analysis showed that
multiple-item measures of subjective norms had significantly stronger correlations with
intention than single measures. However, the PBC construct in this study had a
relatively weak predictive power with regard to the intention, showing results
contradictory to Armitage and Conners (2001) meta-analysis in which the
PBC-intention correlation was strong and PBC independently predicted intentions and
behavior in multiple contexts. Ajzen (1991) argued that the extent to which PBC affects
intention depends on the type of behavior and the nature of the situation. Under
volitionally controllable conditions, BI should only predict behavior. Therefore, one can
assume that respondents in our study may not feel any obstacle to purchasing organic
coffee and can volitionally control the purchase of organic coffee. If such is the case, it is
natural that the PBC construct in this study did not show a higher impact on consumers
purchase intention.
Finally, several significant moderating effects of consumers ethical concern and
price sensitivity existed in the relationships between motives for choosing organic
coffee and TPB. When consumers had a high level of ethical concern, their health motive
had a significant positive effect, but sensory appeal had a negative effect on perceived
behavioral control. In contrast, among consumers with a low level of ethical concern, the
health motive did not have a significant effect on perceived behavioral control; however,
sensory appeal had a significant positive effect on it. This means that, among those with
a high level of ethical concern, consumers behavioral control to purchase organic coffee
is influenced by the consideration of social impacts on their health, while among those
with low ethical concern, behavioral control will be more influenced by sensory
attributes as a personal value. These results are similar to those of Magnusson et al.
(2001) and Wandel and Bugge (1997).
This study found that consumers having high levels of price sensitivity were affected
by the health motive which was shown to have a significant positive effect on their
purchase attitude, while no significant affect was found with consumers having low
levels of price sensitivity. This implies that consumers who are sensitive to organic
coffee prices and do not want to pay a higher premium for it, will actually pay higher
prices because of the health impacts affect upon their purchase attitude. They will
actually be more concerned about health than with paying a high premium for organic
coffee. However, organic coffee consumers having low price sensitivity were found to be
more willing to pay a higher premium without the influence of health concerns on
purchase attitude. The moderating effect of consumers price sensitivity on the
relationships between subjective norms and purchase intention was significantly
positive. This finding can be explained by the fact that, as organic coffee is also
produced for the benefit of society, such as environmental protection, the effect of
subjective norms on purchase intention was significantly positive. However, this effect
can be more influenced by increasing consumer price sensitivity. More specifically,
when consumers cannot pay or are not willing to pay a high premium for organic coffee,
their subjective norm will affect the intention to purchase organic coffee; therefore, their
willingness to pay will change. Without any price-resistance, the influence of subjective
norms will be reduced.
5.1 Theoretical implications
Prior organic research focused on identifying consumer attitudes and behavior toward
food such as apples, pizza, meat, bread, potatoes, milk, etc. Consumer motives for
purchasing organic coffee, as a favorite food, may be different from other organic foods.
Despite the fact that coffee overall is the most popular beverage in the world, combined
with data showing a 30 per cent annual growth in organic coffee sales, previous organic
coffee research is very limited and least understood when compared with the vast
amount of published research addressing organic food.
This study is the first attempt to identify important consumer purchasing motives
regarding organic coffee within the TPB model. In Chens (2007) study on organic food,
the relationship between choice motive and attitude was only examined. Moreover,
consumers attitude is more predictive for their purchase intention regarding organic
foods (Magnusson et al., 2001, 2003). However, this study examined all the relationships
between organic coffee choice motives and the entire TPB, and found that many motives
predicted the antecedents of intention (health, trust, environmental protection, attitude,
trust, sensory appeal and environmental protection to subjective norms; environmental
protection to PBC) regarding purchasing organic coffee. This study found that the
subjective norm construct and also attitude were strong predictors, while the PBC
construct was a relatively weak predictor of purchase intention regarding organic
coffee. These findings supported Ajzens (1991) suggestion that the relative importance
of TPB antecedents in the prediction of BI differed depending on behaviors and
situations. This study contributes to previous findings related to the influence of choice
motives on purchase intention for organic coffee, thereby contributing to areas of
research possibilities that will assist in further developing the rapidly growing organic
coffee business.
Furthermore, to make specific and unique contributions to the existing body of
literature, this studys research framework was purposely developed to include two
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moderating variables (ethical concern and price sensitivity) to investigate their effects
upon the relationships between organic coffee choice motives and TPB. Because of the
consumers growing ethical concerns pertaining to coffee production and trade, ethical
concern could indeed affect consumer attitudes and intentions related to organic coffee
choice motives. Therefore, it is assumable that the approach incorporating both the
tradition organic product and our new approach that specifically addresses ethical
concern regarding the organic coffee perspective, allows this study to obtain a new, and
more heuristic understanding of how these critical factors affect consumer attitudes and
intentions when specifically applied to organic coffee.
5.2 Practical implications
The market share for fair trade coffee dramatically increased by 375 per cent from 1999
to 2004 in the five European major markets (Cailleba and Casteran, 2009), and the
organic coffee market in the USA has continuously increased. Today, as various types of
food service establishments provide organic coffee and offer it on their menus, organic
coffee has become the beverage of choice in many cafs and restaurants in the USA.
Particularly, organic coffee is more available than ever on university campuses.
University members (e.g. benefactors, faculties and students), who are conscious of
world hunger and sustainability, have requested that food service offerings be green,
encouraging college and university food service businesses to provide organic coffee
despite economics associated with higher costs and students having less discretionary
spending potential. Several brands of coffee-roasting companies (e.g. Caffe Ibis, Green
Mountain Coffee S&D Coffees) have expanded their sales into hundreds of college and
university food service organizations nationwide and now provide certified organic and
fair trade coffee (OTA, 2014).
The organic sector of the overall coffee industry is expected to grow globally as
consumers demands for this product increase because of their individual values and the
perceived social benefits for doing so. These findings will facilitate a much more
heuristic understanding about consumers explicit considerations between the two
moderators involving ethical concern vs paying higher premium for organic coffee.
These findings will be very helpful in marketing organic coffee by using social benefits
for promotional purposes and also for developing pricing strategies for featuring
organic coffee in those hundreds of thousands of cafs and restaurants.
Koreans love of coffee makes these study findings particularly meaningful and
special within the Korean culture. The amount of imported coffee beans and the number
of newly opened specialty cafs have increased rapidly over the past few years. As
shown in the analysis of respondents demographic characteristics, many Koreans drink
coffee two to three times a day, in the morning and/or after meals. Young people visit
cafs not only to drink high-quality coffee but also to enjoy the atmosphere within cafs
as a cultural space. In contrast, middle-aged and older adults usually drink coffee by
brewing freshly roasted coffee beans or coffee capsules in their homes or offices instead
of visiting cafs. They do not care to spend money to purchase expensive coffee
machines and capsule coffee products. However, awareness of sustainable coffee, why
we should drink them and what kind exist, seems to still be lacking in Korean coffee
consumers to a greater extent. Thus, organic and fair trade coffee marketers can
increase their sales by promoting the social and individual benefits of purchasing
organic and fair trade coffee. For younger people who visit cafs more frequently and
have less income, the promotion of organic coffees in cafs and restaurants using a price
strategy will increase sales. Introducing organic and fair trade coffee to college and
university food service organizations, as is happening now in the USA, also may be
effective in increasing sales because students with high level of education may soon
become major consumers of those organic coffee products. For middle-aged and older
adults, promotion of capsule coffee produced by organic or fair trade coffee businesses
will help to increase organic and fair trade coffee sales. As Cailleba and Casterans (2009)
findings demonstrated, fair trade coffee purchases shared similar educational levels and
standards of living. The premium for purchasing organic or fair trade coffee will not
affect consumers who are willing to pay a higher price for good quality, value and
convenience associated with capsule coffee products.
5.3 Limitations
Despite its several contributions, this study is not without some limitations that should
be mentioned. The main limitation is that the findings cannot be generalized to
customers in other categories. Because this study was administered in cafs, the target
population was limited to younger consumers found to be mainly 20 years of age or
slightly older. Also, due to the application of convenience sampling, this study can
contain unknown systematic and variable errors. In addition, no study has used a
consumer survey with questionnaire items for organic coffee, so our survey applied
questionnaire items by extracting them from previous research designed for organic
foods. Thus, the possibility exists that differences were ascertained in accordance with
each research trait. Measures of the variables in this study are based on self-report
methods, so the results may also be somewhat inflated.
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About the authors
Kyung Hee Lee is a tenured Full Professor in Kyung Hee University, Seoul, Korea and now a
visiting scholar in Florida State University. She received her Doctorate in the Department of Food
and Nutrition from Kyung Hee University. Her recent publications include Conjoint analysis the
consumer preference with the addition of brown rice and black rice in triangular Gimbop and
The effect of foreigners ethnic food attitudes on purchasing Korean foods.
Mark A. Bonn is a tenured Full Professor in the Dedman School of Hospitality, Florida State
University. He received his Doctorate from Texas A&M University, and his research focuses upon
hospitality and tourism marketing, consumer behavior, wine tourism, sustainability and
economic value. His recent publications include Do Sustainable Practices of Organic Wine
Producers and Retailers, and Organic Wine Attributes Influence Purchase Intention? The
Moderating Role of Trust, Wine Attributes, Perceived Risk and Online Wine Repurchase
intention: The Cross-Level Interaction Effects of Website Quality and A Constraint-Based
Approach to Wine Tourism Market Segmentation. Mark A. Bonn can be contacted at:
mbonn@fsu.edu
Meehee Cho, PhD, is a Research Scholar in the Dedman School of Hospitality, Florida State
University. She received her Doctorate from KyungHee University, and her research focuses upon
restaurant management, beverage marketing, wine tourism, sustainability and online consumer
behavior. Her recent publications include Wine Attributes, Perceived Risk and Online Wine
Repurchase intention: The Cross-Level Interaction Effects of Website Quality, A
Constraint-Based Approach to Wine Tourism Market Segmentation and Do Sustainable
Practices of Organic Wine Producers and Retailers, and Organic Wine Attributes Influence
Purchase Intention? The Moderating Role of Trust.
Consumer
motives
1179
Coffee should be produced considering human health

Coffee has the least harmful ingredients
Coffee helps to enhance health and well-being
The coffee has a good color
It has good body
It tastes good
It is fresh
It smells nice
Credible production & distribution process
Trust in the official coffee certification system
Credible coffee in stability and quality
Produced without breaking the balance of nature
Environmentally friendly packing procedure
Environmentally friendly production
Produced with considering environmental protection
Purchasing organic coffee is useful
Organic coffee offers better quality than conventional coffee
I am strongly in favor of buying organic coffee
Those who are influential on what I do and think recommend my buying organic coffee
The majority of people who are important to me will help me purchase organic coffee
Most people who are important to me think positively of my buying organic coffee
I can afford time and money to purchase organic coffee
Purchasing organic coffee depend mostly upon to me
If I wanted to organic coffee, I could access it any time
Purchasing organic coffee is easy
I definitely intend to buy organic coffee
I recommend that others buy organic coffee
I will try to purchase organic coffee in the forth coming months
I would purchase organic coffee if I could find it easily
Consider the moral implication before purchasing organic coffee
Coffee products that pay fair price to coffee producers
The coffee is produced by companies that consider and care about the social environment
The coffee is not expensive
It is cheap
It offers a good value for the money
Health
Price
Ethical concern
Purchase Intention
Perceive behavioral control
Subjective norm
Attitude to organic coffee purchase
Chen (2007)
You and Park (2012), Michaelidou and Hassan (2008)
Bredahl (2001), Pliner and Hobden (1992)
Adapted from Bredahl (2001)
Lindeman and Vaananaen (2000)
Dwyer et al. (1987), Magnusson et al. (2001)
Steptoe et al. (1995)
Steptoe et al. (1995)
Sources
1180
Trust
Sensory appeal
Items
Table AI.
Measure of variables
Factors
IJCHM
27,6
Appendix
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1. Soojeong Han, Keum-Jumg Kim, Kyung-Hee Lee. 2015. Impact of Choice Motives on Consumer
Attitudes and Purchase Intentions regarding Organic Coffee - Study Performed at Organic Coffee
Shops in and around Seoul - . Journal of the East Asian Society of Dietary Life 25:5, 911. [CrossRef]

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International Journal of Contemporary Hospitality Management

Consumer motives for purchasing organic coffee: The moderating effects of

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Consumer motives for

The moderating effects of ethical concern

Kyung Hee Lee

Mark A. Bonn and Meehee Cho

Received 4 February 2014

Dedman School of Hospitality, Florida State University,

and Frewer, 2001), bovine spongiform encephalopathy (McCluskey et al., 2005),

predictor of purchasing behavior in the actual purchase situation, suggesting a gap

H2a. Health is a positive contributor to subjective norms regarding organic coffee.

H2d. Environmental protection is a positive contributor to subjective norms

Perceived behavioral control

Notes: * p 0.05 (two-tailed); ** p 0.01 (two-tailed)

Coffee should be produced considering human health

Perceive behavioral control

Attitude to organic coffee purchase

You and Park (2012), Michaelidou and Hassan (2008)

Bredahl (2001), Pliner and Hobden (1992)

Adapted from Bredahl (2001)

Adapted from Bredahl (2001)

Adapted from Bredahl (2001)

Lindeman and Vaananaen (2000)

Dwyer et al. (1987), Magnusson et al. (2001)

Steptoe et al. (1995)

Steptoe et al. (1995)

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