Factors Positively Affecting Purchase Intention of HACCP Certification Products of Consumers in Chengdu City of China

Abstract

The purpose of this paper was to examine the independent factors positively impacting purchase intention of HACCP certified food products of people in Chengdu in China. Those independent factors were food safety in China, food attributes, food risk attitude, attitude towards HACCP, health consciousness, availability, knowledge on HACCP, and perceived price towards purchase intention of HACCP certified food products of people in Chengdu. Total samples of 325 people collected with survey questionnaire in Wuhou District, Jinniu District, and Jingjiang District in Chengdu. The researcher found that majority of sample respondents who answered the questionnaire were females, between 18-23 years old, singles, with bachelor education background, with salary under 3,000 RMB per month, working as private companies’ employees. They purchased food every day, they always purchased staple food products and they believed advice from their families when purchasing food products and spend 50-100 RMB each time they purchased food. The data sets utilized descriptive statistics and multiple regression analysis. The researcher found that availability (β=0.386), attitude towards HACCP (β=0.322) and health consciousness (β=0.187) accounted for 64.4% of positive impact towards purchase intention of HACCP certified food products of people in Chengdu with statistical significant at .01.