Case Impact of Organic Food's Corporate Image and Electronic World of Mouth on Asian Consumers' Purchase Intention : The Moderating Effect of Moral Identity, Self-efficacy and Impression Management Motivation
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Abstract
Organic food consumption has become a hot topic in the academic field. There is still a gap in
the literature on marketing and consumer psychological motivation, and the moderating effect of
psychological factors has not attracted enough attention. In the future, marketing and psychological
drivers are likely to play an important role and are subject to discussion. In this context, based on the
TRA and SOR model, this paper aims to discuss: Does corporate image and electronic word-of-mouth
affect the intention to buy organic food under the moderating effect of moral identity? Does
impression management motivation and self-efficacy have a moderating effect on the “attitudebehavioral intention” transformation process in organic consumption? This study expands the factors
affecting organic food consumer behavior, affirms and enriches the application of the two theoretical
models in the field of organic food consumption, and confirms the role of psychological regulatory
factors. It has important practical significance and management enlightenment to enterprise
marketing management mode.
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