Abstract

This study aims to segment Nepalese consumers based on the frequency of animal-based food intake and thereby the determinants of organic food purchasing behaviour to suggest possible marketing strategies for organic food suppliers. A face-to-face survey was conducted among Nepalese consumers (n = 527), underpinned by the theoretical framework, ‘theory of planned behaviour (TPB)’, and extended to include: knowledge, environmental concerns, health-consciousness, and background factors (socio-demographic and lifestyle characteristics). Three segments of consumer types were identified by employing k-means segmentation: All Low (n = 113), High Dairy (n = 246), and High Dairy and Meat (n = 168). A covariance-based structural equation modelling (CB-SEM) analysis indicated that perceived behavioural control (β = 0.438, p < 0.001) was the main predictor of organic food purchasing intention, followed by attitude (β = 0.302, p < 0.001), subjective norms (β = 0.300, p < 0.001), knowledge (β = 0.211, p < 0.001), and environmental concerns (β = 0.208, p < 0.001). Health-consciousness (β = −0.034, p = 0.374) showed no significant impact on organic food purchasing intention. Organic food purchasing intention had a strong positive impact on organic food purchasing behaviour. Socio-demographic and lifestyle characteristics were found to impact behavioural intention indirectly by their effects on attitude, subjective norms, perceived behavioural control, knowledge, and environmental concern. Income also had a direct impact on organic food purchasing behaviour. Further, consumers with a low intake of animal-based foods held positive attitudes towards organic food and had higher environmental concerns. The findings can be used to inform organic food producers and targeted marketing campaigns towards promoting organic food purchasing behaviour in Nepal and similar countries.

Highlights

  • The United Nations’ Sustainable Development Agenda—2030 implemented six programs to accelerate sustainable consumption and production in every nation, one of which is through food systems [1]

  • Consumers who consider knowing organic food belong to the High Dairy segment, and consumers who exert greater perceived behavioural control towards organic food belong to the High Dairy and Meat segment

  • This study segmented Nepalese consumers based on their intake of animal-based foods and applied the theory of planned behaviour (TPB) framework extended by knowledge, environmental concern, health-consciousness, and background factors

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Summary

Introduction

The United Nations’ Sustainable Development Agenda—2030 implemented six programs to accelerate sustainable consumption and production in every nation, one of which is through food systems [1]. Organic food production is one of the several approaches to sustainable food production that is considered ecologically safe, economically viable, and socially acceptable [4]. It is widely accepted as a holistic production management system to achieve sustainable food systems [5]. Organic foods may serve as the transition to more sustainable food consumption [6,7] and as a fundamental factor of a more sustainable diet [2,8].

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