The purpose of this research is to test a modified version of the theory of reasoned action (TRA) (Ajzen & Fishbein, 1980) in an organic produce buying context with focus on the factors involved with attitude towards organic produce. This study examines attitude towards buying and purchase intention of organic produce in Taiwan (Republic of China). Since Taiwan is both an emerging market in general and more specifically for the organic produce sector, little research has been done in this area. This thesis seeks to find out why some Taiwanese have the attitude and intention to purchase organic produce and some don’t.
Confirmatory factor analysis, ANOVA, regression and structural equation modeling are employed, to explore and confirm why Taiwanese have attitude and intention to purchase organic produce. This research utilizes a structural equation model based on the TRA (Ajzen, 1991; Ajzen & Fishbein, 1980; Fishbein & Ajzen, 1975). The introduction starts with a description of the development of Taiwan into the modern era to help the reader understand the context of this research. It then discusses preliminary qualitative research methods employed to ground the researcher in the factors of attitude towards organic produce, attitude towards buying, purchase intention and reported purchase of organic food in Taiwan. The literature review confirms these factors as significant to the attitude and purchase intention of organic food or shows that they have previously been considered as possible factors. Next the research methodology and model will be discussed. Finally, research results and findings will be presented.

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