| 520 สาระสังเขป |
This study aims to identify the factors that influence Chinese consumers' purchase intention of organic food, study their organic food buying behavior, and develop strategies to increase their organic food purchase intention. By using the extension of the Theory of Planned Behavior, the researcher can identify the factors of this study, which are attitudes, subjective norms, perceived behavioral control, and moral norms. The researcher collected 417 online survey data from consumers living in Zhejiang Province, China, who have organic food purchase intention. A non-probability sampling method, including convenience sampling and snowball sampling, was used in the sampling process. The analysis results by SPSS multiple regression indicated that all four independent variables influenced the dependent variable, purchase intention toward organic food. In response to the findings, the researcher suggests some critical recommendations for strategic development. |