Abstract

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Title:: An Empirical Study on Organic Food Consumption Loyalty Based on Social Cognition Theory

Author(s):: ZHAO Yanli; DIAO Yong; (School of Management,Harbin University of Commerce,Harbin,Heilongjiang 150028)

Abstract:: Based on social cognitive theory and customer retention theory,the four variables of consumer cognition,trust,satisfaction and loyalty were introduced.The loyalty model of organic food consumption was built based on the PLS-SEM modeling method,and the demonstration was conducted using urban populations to purchase organic food consumption data.The results showed that the consumer′s self-recognition,organic food cognition and related social context cognition were significantly positively correlated with the organic food consumer loyalty.Organic food cognition and social context cognition respectively constituted the important limitation affecting the organic food consumption satisfaction and trust.Factors,consumer satisfaction and trust had a certain mediating effect in the organic food consumption loyalty formation mechanism.Relevant government departments should strengthen market promotion,supervision and maintenance;organic food companies should focus on market development and brand image building.