Understanding the impact of store innovativeness on organic food purchase intention: a mediation and moderation analysis

PurposeThe purpose of this paper is to disentangle the effect of life equilibrium on organic food purchase intentions through a consideration of the evaluation of intrinsic and extrinsic food quality attributes. Furthermore, the study examines the role of health consciousness in achieving life equilibrium.Design/methodology/approachThe conceptual framework was developed based on previous research and tested through a quantitative study with end consumers. The hypothesized relationships were tested using structural equation modelling.FindingsThe results obtained from this study show that the perceived quality associated with the intrinsic attributes of organic food mediates a positive influence of life equilibrium on consumers’ organic food purchase intentions. The study also confirms that life equilibrium mediates the effects of health consciousness on the evaluation of intrinsic and extrinsic food quality attributes.Research limitations/implicationsThe theoretical contributions of the paper lie in uncovering the complex relationships that exist among health consciousness, life equilibrium, perceived organic food quality dimensions and purchase intentions and providing new evidence showing which perceived intrinsic organic food quality dimensions are relevant in shaping consumers’ purchase intentions.Practical implicationsThe research results suggest that organic food managers should focus on developing stronger value propositions that are based more on intrinsic food quality characteristics and less on extrinsic ones.Originality/valueThis study recognizes the relevance of life equilibrium as a specific consumer lifestyle form, which drives organic food consumption through extrinsic and intrinsic food quality attributes.

Who can you trust? The curvilinear effects of producer-retailer trust (im)balance in organic food consumption – The moderation role of trust in blockchain technology

Prior research underscores a need for applying theoretical frameworks to understand the factors influencing diverse populations’ organic food purchase intentions. The objectives of this study are threefold. First, we evaluate the applicability of the information–motivation–behavioral skills model for predicting organic food purchase intention in adults with chronic conditions. Second, we examine the indirect effects of organic food knowledge, attitudes toward organic food purchase, and subjective norms on purchase intention through self-efficacy. Third, we examine whether these indirect effects are moderated by gender and educational attainment. Data were collected from Indian adults with chronic conditions using a self-administered questionnaire. The results show significant indirect effects of organic food knowledge, attitude toward organic food purchase, and subjective norms on organic food purchase intention through self-efficacy. Moreover, the mediating effect of knowledge was moderated by gender and educational attainment, with the effect being stronger for females and among individuals with a lower level of education. Organic food marketers, social marketers, and public health agencies promoting organic food consumption to people with chronic conditions should aim to increase their confidence in comprehending organic food. This study contributes to the literature by assessing the applicability of the information–motivation–behavioral skills model in understanding behavioral intentions toward organic food.

Young people in India might be expected to contribute substantially to the demand for organic food. Yet little empirical research has been undertaken on the factors that drive organic food purchase of young Indians, and how organic food purchase intentions translate into purchase behavior. Drawing on the theory of planned behavior and informed by consumer behavior literature, this paper presents a model with five antecedents of organic food purchase intention and its relationship with purchase behavior. Survey data were obtained from 401 students at higher education institutions in North India. Through structural equation modeling attitude toward organic food purchases and subjective norms were found to significantly influence organic food purchase intention. Organic food purchase intention was found to strongly predict organic food purchase behavior. The research findings may assist Indian and international organic food producers and marketers in fine-tuning their strategies toward the particular demographic of young Indian buyers.

Purpose : Food consumption patterns are changing as a result of prevailing health and environmental issues. Organic foods are generally believed as safer to consume, nutritious, and environmentally sound production. The main purpose of this study was to recognize how the revealed information on organic food labels and perceived organic knowledge influence attitudes and trust toward organic food purchase intention and how subjective norm drives toward organic food purchase intention among urban consumers in Sri Lanka. Research Method : Primary data were collected through a questionnaire survey by means of face-to-face interview from a sample of 300 consumers covering five Divisional Secretariats in Colombo district. Divisional Secretariats were selected randomly. Data were analyzed by using Structural Equation Modeling and AMOS in SPSS. Findings : The results revealed that consumer attitude is the main attribute that influences organic foods purchase intention. Further, results elaborate consumers more concern on the health attributes of the organic foods. Consumers also have low trust on organic food producing companies, farmers, vendors, organic labels and certifiers. The study indicates that organic label does not have a clear profile to consumers. Thus they do not believe organic labeling provides correct and sufficient information. The results show that respondents have low knowledge on organic foods. Research Limitations : Data were gathered only from Colombo district of Sri Lanka. Therefore, future studies should be focused even on other urban areas of the country in order to capture general behavior of consumers on organic food purchase intention. Originality/ Value : Findings of this study are important to policy makers, organic producers, vendors, marketers, certifiers and research institutions to implement better strategies to develop a positive attitude and trust towards organic food in order to promote organic food consumption in Sri Lanka.

This study is about discoveries of the religious factor and its influence towards purchase intention of organic food in Malaysia. Each religion teaches its followers to consume healthy food in their daily lives. Organic food is commonly known for its healthier content without the use of pesticides, herbicides, inorganic fertilizers, antibiotics and growth hormones. To a certain extent organic food is directly related to Halal, a preconditioned to the Muslim to consume certain permitted foods and preparation. Organic chicken for instance is different from the ordinary chicken as the breeding and growth require the ‘natural way’ technique rather than the use of substance, vaccine and chemical to reduce the chicken maturity age. This is also subject to the use of unsafe and non-halal vaccine that is unhygienic and unsafe to consume. Furthermore, it also incorporates element of respects to the animal welfare which is consistent with the Shariah requirements. However, not every consumer view such circumstances as important though being encouraged by their religion to consume such food in a way promoted by the organic foods. The research aims to identify the religious factor and its impact towards the customer purchase intention in Malaysia. The findings of the study indicated that religious factor was found to have less impact on customer purchase intention of organic food. This is because the consumers could be looking on other vast factors such as perceived value and health consciousness in deciding to purchase organic food products. The consumers may be leaving the responsibility to the respective government enforcement agencies, local authorities and religious departments to look on both organic conventional foods produced and served in the country. They may also perceive that the existing conventional foods are perfectly matched with organic food and the consumers are fully confident that the foods are prepared in a way permitted by their religion. The result has shown some differences with the previous literature which described that religious factor plays one of the most influential roles in shaping food choice in certain countries of the world. To date, there have been very minimal studies conducted by taking into consideration the organic food especially to the consumers in Malaysia. Hence, this study is expected to provide understanding to both the industry players as well as academicians on the factors that influence Malaysian customer purchase intention towards organic food products as such phenomena might be different from one country to another. Future research should focus on the similar study of religious factor affecting customer purchase intention towards organic food products with the extended scope to all states in Peninsular Malaysia as well as in Sabah and Sarawak. By doing this, hopefully we can get a clearer picture on the tested existing and new variables which can be further examined. Eventually, a comparison can be made between the findings so that such constructible findings and conclusions can be made to the study.

Given the global environmental degradation due to conventional food consumption and demand, sustainable food consumption (organic food) counters the deterioration by increasing consumers’ sustainable food consumption. As organic food development in Malaysia remains in its infancy as a niche market, research on green marketing with localised applications remains scarce and does not significantly catalyse organic food demand. The study investigates the consumers’ attitudes, perceived social pressure, autonomy, and receptivity to green communication toward organic food purchase intention. The study applied a causal analysis where a quantitative method was employed. Purposive sampling was employed in the study, where primary data was used for analysis through an online survey. The survey employed five Likert scale measurements where data were collected in Malaysia, and 268 valid responses were obtained. The data were analysed using SPSS and AMOS software. The finding revealed a significant influence of personal attitude, perceived autonomy, and receptivity to green communication on organic food purchase intention. Perceived social pressure did not indicate a statistically significant relationship towards organic food purchase intention. Receptivity to green communication was found to be statistically insignificant as a moderator. Stakeholders and organic food producers may benefit from the study’s detailed analysis of the market’s current state to better predict its growth and ensure the industry’s long-term viability.

Organic food purchase intention as the probability and willingness of an individual to give preference to organic food over conventional food in their purchase consideration. Inadequate of information and knowledge among consumer regarding to organic food is the reason for them not to purchase organic food as their preference. Besides that, the price of organic foods is expensive as compared to inorganic food. The limitation of availability of the organic food also can cause the imbalance in the supply and demand in the field of organic food. Hence, the study was carried out to examine factors that influence consumer’s intention in purchasing organic food. Data collection through questionnaires was obtained from 384 consumers in Kuantan by using face to face interview. This study employed random sampling technique to collect the useful data and information from consumer. Therefore, the Theory of Planned Behaviour (TPB) was used to examine the consumer’s intention in purchasing organic food. Exploratory factor analysis was used to analyse the gathered data. Based on the factor analysis, four factors were extracted that can influence the intention of consumer in purchasing organic food. These factors were knowledge, environmental concern, availability and health concern. The findings of this study suggest that the availability of organic food, environmental concern, health concern and consumer knowledge were significantly influence the intention in purchasing organic food among consumers. Thus, organic food gives more benefit to the consumer and provide them with better health and lifestyle.

PurposeUnderstanding young adults’ organic food purchasing behavior in the fresh food e-commerce platforms (FFEP) is crucial for expanding the global environmental product market. The study aims to investigate how specific characteristics of platforms and organic food information impact young adults’ perceived value, leading to their subsequent purchase intention.Design/methodology/approachAround 535 valid responses were collected through an online survey and then analyzed applying a two-stage structural equation model (SEM) and artificial neural network (ANN) approach.FindingsResults of this research show that platform characteristics (including system quality and evaluation system) and product information characteristics (including organic label, ingredient information and traceability information) significantly affect young adults’ perceived utilitarian and hedonic value. The platform’s service quality has a strong effect on their perceptions of hedonic value, while the delivery system strongly influences their utilitarian value. Moreover, the perceived value, as a crucial mediator, plays a significant role in moderating the influence of platform and product information characteristics on the purchase intentions of young consumers regarding organic food.Originality/valuePrevious research has overlooked the credence attributes of organic food and particularities of online purchasing, focusing instead on general platform and product characteristics. This study addresses this gap by proposing a more appropriate model that integrates the characteristics of both the platform and product information. This offers theoretical and managerial implications for effectively stimulating organic food consumption among young adults in online environments.

The growing advent of the organic food market requires knowledge about how consumers’ attitudes and lack of uncertainty increase or decrease purchase intention. This study examines the factors influencing consumers’ organic food purchase intention and the moderating role of uncertainty through a cross country comparative analysis conducted in three developing countries, where lack of food safety, environmental security, and health consciousness are considered to be the growing concern towards the success of organic food. To find the factors affecting purchase intention and attitude towards products produced organically, a theoretical model was developed and tested, representing factors of health consciousness, food safety concern, environmental consciousness, and consumers’ attitude, whereas uncertainty was taken as a moderator. Hence, the current study expands the existing literature by analyzing the model to integrate individuals’ organic food usage motives to extend their purchasing intentions. The quantitative data was collected from three countries, including Pakistan (n=287), India (n=256), and China (n=354). The findings revealed that health consciousness is a significant forecaster of shaping consumers’ attitudes toward organic food and influencing their intentions towards organic food purchasing. Moreover, the findings also indicated that consumers with a higher level of uncertainty avoid purchasing organic food. The results of this study will be useful for marketing managers, scholars, and retailers to develop appropriate strategies for marketing organic food.

Determinants of Organic Food Buying Behavior: Special Reference to Organic Food Purchase Intention of Sri Lankan Customers

As purchase power and consumption knowledge increase, consumers gradually demand safer and healthier products. In addition, consumers focus greater attention on organic food. This study investigates the relationship between environmental consciousness and organic food purchase intention with the mediating roles of perceived food quality and price sensitivity. The objective is to shed new light on our understanding of consumers’ perceptions and behavioral intentions toward organic food. Using sample data of 518 consumers in different food retailers in China, empirical results show that environmental consciousness has a positive impact on organic food purchase intention. Perceived food quality has a mediating effect on the link between environmental consciousness and organic food purchase intention. Price sensitivity moderates the relationship between perceived food quality and organic food purchase intention. Furthermore, price sensitivity moderates the indirect effect of environmental consciousness on organic food purchase intention through perceived food quality.

Organic food’s demand is expanding day by day as organic food is healthier and environmental-friendly compared to nonorganic food. The awareness of organic food also is rising in the Asia-pacific region. Consumers’ buying pattern of organic food has dramatically changed during the time. This study’s aim is to examine the predictors of purchase intention and consumer buying pattern of organic food in Dhaka, Bangladesh. Data was collected from 310 organic food consumers and SEM (structural equation modeling) was used to analyze the data thorough using Smart PLS. The findings of the study showed that self-identity is the most important predictor of purchase intention of organic food in Dhaka, Bangladesh, health consciousness is the 2nd most significant predictor, and attitude is the 3rd most important predictor. Purchase intention is found to mediate the relationship between self-identity, health consciousness, and attitude with purchase behavior. The predictive role of subjective norm, moral norm, environmental concern, and the moderating role of trust and purchasing power were not proven in this study. This study provides important insights about the organic food market in Dhaka, Bangladesh.

Purpose The purpose of this paper is to examine the factors that may affect consumer intention and behaviour to purchase organic food in a non-western context. Design/methodology/approach Responses were obtained from 246 organic food consumers using judgemental sampling. Data were analysed using partial least squares–structural equation modelling to examine the strength of the relationships among the constructs. Findings The findings reveal that attitude, subjective norm (SN), perceived behavioural control, moral norm (MN), self-identity (SI) and environmental concern (EC) exert significant positive effect on purchase intention (PI). Furthermore, PI is found to mediate the relationship among attitude, SN, perceived behavioural control, MN, SI and EC with purchase behaviour (PB). Moreover, the findings indicate that price consciousness moderates the relationship between PI and PB. Research limitations/implications The results of this study emphasised that marketers need to implement various marketing strategies including discount, advertisements and new product development to bring positive change in consumers’ intention and to attract them towards purchasing organic food. Moreover, marketers may take some initiatives to reduce the price of organic food through various strategies which eventually can reduce the cost of organic foods for local consumers. Originality/value This study extends the theory of planned behaviour (TBP) by incorporating MN, SI and EC. The expanded theoretical framework improved the predictive ability of the TBP.

Purpose: Organic food is a sustainable, healthier alternative to normal food items. A positive inclination of consumers is observed around the globe towards these products, owing to the benefits it provides not only to human health but also to the environment. The present study is based on the extended version of Theory of Planned Behaviour. The study aims at measuring the mediating effect of Willingness To Pay a Premium on the relationship of Attitude, Subjective Norms, Perceived Behavioral Control and Environmental Concern with consumers' organic food Purchase Intention. Methodology: The study was conducted using a structured questionnaire framed on 5- point Likert Scale, ranging from Strongly Disagree to Strongly Agree. The respondents were asked to rate the items of the constructs adapted from the extant literature and provide their respective demographic information (age, gender, education, occupation and income category). The sample size of the study was calculated on the basis of formula proposed by Cochran (1963). The questionnaire was distributed physically and through google forms to more than 500 respondents. For the final analysis, data collected from 425 respondents of Uttarakhand was considered which was analysed using Structural Equation Modelling (SEM) with the help of Smart PLS 4 software. Findings: The findings revealed that consumers showed a positive intent toward organic food purchase. Purchase Intention was observed to be significantly influenced by Environmental Concern, Attitude and Willingness To Pay a premium. Further, Consumers' Willingness To Pay a premium significantly mediated the relationship of Perceived Behavioural Control and Subjective Norms with Purchase Intention that was insignificant when observed directly. Practical Implications: The study on the grounds of the findings, encourages consumers to increase the intake of organic food in their daily diet and also provides valuable suggestions to the policymakers and marketers of such products. Marketers and policymakers should work towards converting consumers' positive intent towards organic food into actual demand. This would help them to have an extensive understanding of consumer behaviour towards the subject focusing on increasing the production and promotion of such goods. Originality: The study is a genuine piece of research and will help to create awareness among consumers regarding the benefits of organic food products.