Journal of the East Asian Society of Dietary Life (동아시아식생활학회지)

The East Asian Society of Dietary Life (동아시아식생활학회)
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Impact of Choice Motives on Consumer Attitudes and Purchase Intentions regarding Organic Coffee - Study Performed at Organic Coffee Shops in and around Seoul -

유기농 커피 선택 동기가 소비자태도 및 구매의도에 미치는 영향 - 서울 지역 유기농 커피 전문점을 중심으로 -

  • Han, Soojeong (Dept. of Food Service Management, Kyunghee University) ;
  • Kim, Keum-Jumg (Dept. of Food Service Management, Kyunghee University) ;
  • Lee, Kyung-Hee (Dept. of Food Service Management, Kyunghee University)
  • 한수정 (경희대학교 외식경영학과) ;
  • 김금정 (경희대학교 외식경영학과) ;
  • 이경희 (경희대학교 외식경영학과)
  • Received : 2015.08.05
  • Accepted : 2015.09.23
  • Published : 2015.10.30
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Abstract

This study aimed to examine the choice motives for organic coffee and investigate how these motives influence consumer attitudes and purchase intentions regarding organic coffee. A survey was administered to people visiting organic coffee shops in Seoul. Analyses of frequency, descriptive statistics, factor and reliability, ANOVA, correlation, and regression were conducted using SPSS 20.0. Six factors were demonstrated as motives for choosing organic coffee: health, price, reliability, familiarity, sensory appeal, and environment friendliness. Among six factors, "reliability" and "environment friendliness" were positively associated with consumer attitudes, which had a significant impact on purchase intentions. This study is one of the first to examine the relationship between consumer attitudes and purchase intentions focusing on organic coffee. Although the organic coffee market has high potential, its theoretical background has been under developed. By revealing choice motives for organic coffee, this study could provide basic information on how to satisfy consumer needs and promote purchasing. In addition, by understanding needs of diverse and specific coffee consumer groups, effective marketing strategies can be developed with a focus on organic coffee. Especially, environment-friendly and reliable organic coffee can satisfy consumers, maximize profits, and improve brand value.

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