Nutrition is one of the main factors leading to a sustainable and healthy life. Consumers generally make decisions related to their daily nutrition and food choice. Therefore, it is important to determine the main potential factors affecting the final decision. These variables, also known as the 4As (acceptability, affordability, accessibility and awareness), affect consumers’ decisions in all stages of the purchase decision process. The purchase intention takes place at the beginning of this process. The determination of the most influential variable on the purchase intentions is crucial and helpful for each shareholders that concentrates on attracting consumers’ decisions in the decision process. The aim of this study is to provide a better insight in green purchase intention and to find which 4A attribute is more effective on purchase intention of organic foods. For this purpose, the data were analyzed by Analytic Hierarchy Process (AHP). The data were collected from 10 experts of Aarhus University’s MAPP Centre. Results revealed that “awareness” is the most effective among 4A mixed elements, followed by “affordability”, “accessibility” and “acceptability”.

中文翻译：

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4A 营销组合对有机食品购买意愿的影响

营养是导致可持续和健康生活的主要因素之一。消费者通常会做出与其日常营养和食物选择相关的决定。因此，确定影响最终决定的主要潜在因素很重要。这些变量，也称为 4A（可接受性、可负担性、可及性和意识），影响消费者在购买决策过程的所有阶段的决策。购买意向发生在这个过程的开始。确定对购买意愿影响最大的变量对于在决策过程中专注于吸引消费者决策的每个股东来说都是至关重要的和有帮助的。本研究的目的是更好地了解绿色购买意愿，并找出哪个 4A 属性对有机食品的购买意愿更有效。为此，数据通过层次分析法 (AHP) 进行分析。数据来自奥胡斯大学 MAPP 中心的 10 位专家。结果显示，在4A混合要素中，“意识”最有效，其次是“负担能力”、“可达性”和“可接受性”。