多國實施自由貿易政策，帶動國際貿易大幅增長。過去很多人購買產品時只看重性價比，但隨著生活水平不斷提高，綠色消費深入人心，人們在購買時開始更加註重價值、品質、健康的重要性。因此，具有環保意識的消費者將選擇能夠減少環境危害並提供卓越健康益處的產品。由於消費者對安全和營養食品的需求不斷增長，有機食品行業迅速發展。本研究探討了風險認知和價值如何影響有機食品消費者對購買有機食品的態度以及他們購買有機食品的行為意圖。本研究結果表明，價值意識是積極影響顧客對有機食品態度的關鍵因素，而顧客的積極態度是決定購買行為的關鍵因素。 The free trade policies implemented by many countries have led to a drastic increase in international trade. Many people used to purchase products solely based on cost efficiency, but nowadays with standards of living continually improving and green consumption gaining momentum, people have begun to take more notice of the importance of value, quality, and health when it comes to their purchasing decisions. As such, environmentally conscious consumers will opt for products that reduce environmental harm and provide excellent health benefits. The organic food industry has grown rapidly because of the growing customer demand for safe and nutritious food. This study examines how risk perception and value affect organic food consumers' attitude toward purchasing organic food and their behavioral intention to purchase organic food. This study’s results show that value consciousness is a key factor in positively influencing customers' attitudes toward organic food, while customers' positive approach is a key factor in determining purchasing behaviors.
