The research objectives of this study were to organic vegetables consumer’s to examine the causal relationships among subjective knowledge, behavior belief, attitude, and purchase intention. This study used convenience sampling survey to collect the data and the organic shop consumers’s are selected as research samples. In this study, total of 406 usable questionnaires were collected, the response rate was 99.02%. Data analyses included descriptive analysis, reliability analysis, correlation analysis, confirmatory factor analysis and structural equation modeling.
The results showed that, organic vegetables consumer’s subjective knowledge’s positively affected behavior belief and attitude; behavior belief positively affected atti-tude, attitude positively affected brand purchase intention. In addition, organic vegetables consumer’s subjective knowledge directly or indirectly contributed to pur-chase intention through the mediator of attitude.
