Analysis of consumers’ perception and purchasing intention toward organic food based upon the Theory of Planned Behavior

The demand for organic agricultural products in China is expected to have a huge increase due to the new food safety policies and the expansion of middle classes. At the same time, consumers have been increasingly concern about health and environmental issues. Organic food, an emerging market that represents healthier lifestyle, better taste and safer environment, is being recognized by people from different classes. Exploring this market from the side of consumers' perception is rather meaningful and important. The Theory of Planned Behavior (TPB) model has been studied and applied to psychology and behaviors. Together with statistical measures, TPB and other factors can be applied to explore people's purchasing intentions.