Abstract
The purpose of this research is to design a model of intention switch from conventional food to organic food. The research model is based on the results of preliminary studies, which further confirmed through relevant journals from previous studies. Experimental design was chosen to perform some treatment of the observed variables, namely 2 ( attributes : high , low ) x 2 ( inconveniences : high , low ) x 2 ( motivation to elaborate information : high , low ) factorial design. The participants were 200 undergraduate students at the University of Sebelas Maret were selected through an announcement posted on the bulletin board. Hierarchical multiple regression analysis were selected to analyze the relationship between variables were hypothesized. This study shows that the intention to switch from conventional food to organic food is influenced by product attributes, inconvenience and attitudes towards organic food moderated by motivation to elaborate information. The theoretical implications of this study helps to understand the basic concepts of consumer switching behavior. DOI: 10.5901/mjss.2015.v6n3s2p588
Highlights
The phenomenon of intention to switch from conventional food to organic food is still relatively important debate
Model intention to switch from conventional food to organic foods in this study was built by relying on the observation of the techniques focus group discussion (FGD), which was later confirmed by the relevant journals
Attributes the differences will affect the attitudes and intentions of consumers switch i.e. the higher the perception of differences between the product attributes of a product to its alternatives, consumers are likely to be positive about the switch (Herr, et al, 1991; Rimal and Fletcher, 2000) and intends to switch to alternative products (Thapa, 2012; Awogbemi, et al, 2012)
Summary
The phenomenon of intention to switch from conventional food to organic food is still relatively important debate This is indicated by the absence of a model that is able to explain the phenomenon in all situations, because each model depending on the object and the settings that are relevant to the research objectives to be achieved so that the implications of each model are limited generalizations. In the resulting model is further conducted experiments to determine the effectiveness of the model in explaining the intention to switch. Based on these observations identified that the model is based on five variables as the following observations : The first variable is the product attributes. Attributes the differences will affect the attitudes and intentions of consumers switch i.e. the higher the perception of differences between the product attributes of a product to its alternatives, consumers are likely to be positive about the switch (Herr, et al, 1991; Rimal and Fletcher, 2000) and intends to switch to alternative products (Thapa, 2012; Awogbemi, et al, 2012)
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