초록 열기/닫기 버튼
Purpose – This study investigates the impact of COVID-19 risk perception on organic product purchasing decisions, extending the Theory of Planned Behavior. Design, data, and methodology – The 2022 Goesan Organic Expo survey with 1,000 valid responses employed prior research-based measures and Structural Equation Modeling. Result – Findings underscore the significant influence of COVID-19 risk perception on organic product purchase intention, revealing that personal risk affects perceived behavioral control, while social risk influences attitudes and subjective norms. Conclusions – The study provides academic and practical insights with implications for understanding and influencing consumer behavior in organic product purchases during the pandemic.
키워드열기/닫기 버튼
COVID-19, risk perception, Theory of planned behavior, organic products, purchase intention
