A Study on The effect of health and environmental concerns on attitudes and organic bakery purchase intentions

Objective: The purpose of this study is to identify the relationship between health consciousness, environmental consciousness, attitudes, and the intention to purchase organic bakery products. Method: This study conducted a convenience sampling-based survey on customers in Seoul and Gyeonggi who had purchased from organic bakeries. A total of 400 questionnaires were distributed between September 20 and October 20, 2024, and this study used 256 valid responses for hypothesis testing after excluding unusable data. This study also conducted a statistical analysis using SPSS 27.0, including frequency analysis, exploratory factor analysis, and regression analysis. Results: In the case of Hypothesis 1, health consciousness had a positive effect on attitude. For Hypothesis 2, environmental consciousness also had a positive effect on attitude. In Hypothesis 3, attitude had a positive effect on the intention to purchase organic bakery products. In Hypotheses 4 and 5, both health consciousness and environmental consciousness had a positive effect on the intention to purchase organic bakery products. Implications: The results of this study suggest that organic bakeries play a significant role in purchase decisions of customers by considering health and environmental factors in the production process and use of organic ingredients.