People today, are becoming more and more health-conscious and pay attention to eating. Not only require the food delicious but also claim balanced and eating out the healthier way, not so like early as follow the material comforts, people beginning to further into mind source of food which is safety or not and how could feel at ease to choose the organic food, it is the important class to consumes who mind to eating out the healthier way. Base on self- construal theory (Markus & Kitayama, 1991) and regulatory focus theory (Higgins,1997), this study explored the advertising effect of consumers of organic restaurant in Hsinchu city, Taiwan.
The findings of the study suggested that both product and advertising attitudes have positive effects on purchase intention.
