Food Purchase Intention Research Articles

Blockchain technology and consumers’ organic food consumption: a moderated mediation model of blockchain-based trust and perceived blockchain-related information transparency

Purpose While the application of blockchain technology in the organic food supply chain has been increasingly recognized, the extant knowledge of how blockchain-driven traceability influences consumer perceptions and purchase intentions remains underexplored. Grounded in the stimulus-organism-response theory, this study aims to construct a moderated mediation model to examine blockchain-enabled traceability’s direct and indirect impacts on organic food purchase intention through perceived blockchain-related information transparency, considering the moderating role of blockchain-based trust. Design/methodology/approach A purposive sample of 5,326 Vietnamese consumers was surveyed using the PROCESS macro to test the proposed hypotheses. Findings The findings indicate that blockchain-enabled traceability significantly enhances perceived blockchain-related information transparency, which positively influences organic food purchase intention. Furthermore, blockchain-based trust was found to positively moderate both the direct effect of transparency on purchase intention and the indirect impact of traceability on purchase intention through transparency. Practical implications Practical and managerial insights for stakeholders in the organic food sector are also discussed. Originality/value These results contribute to the literature by extending the stimulus-organism-response model to the context of blockchain technology in supply chains and highlighting the critical role of trust in moderating the effectiveness of technological innovations.

Factors influencing young adults’ organic food purchase intention on fresh food e-commerce platforms

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.

How Blockchain-Enabled Drivers Stimulate Consumers’ Organic Food Purchase Intention: An Integrated Framework of Information Systems Success Model Within Stimulus-Organism-Response Theory in the Context of Vietnam

Integrating the Information System Success (ISS) model with the Stimulus-Organism-Response (SOR) paradigm, this study aims to explore how blockchain-enabled stimuli (blockchain-enabled traceability and blockchain-enabled transparency) affect ISS-related organisms (perceived information quality and perceived system quality), which individually, congruently, and incongruently trigger consumers’ behavioral responses (organic food purchase intentions). Using a purposive sampling of 5326 Vietnamese consumers, multiple linear regression and polynomial regression with response surface analysis are employed to examine the hypothesized model. The research indicates that both blockchain-enabled traceability and blockchain-enabled transparency significantly and positively affect perceived information quality and perceived system quality, which both significantly mediate the impacts of blockchain-enabled traceability and blockchain-enabled transparency on organic food purchase intention. The research also finds that higher congruence between perceived information quality and perceived system quality leads to increased organic food purchase intention, while greater disparity between perceived information quality and perceived system quality results in lower organic food purchase intention. This study contributes to the extant literature by integrating the ISS model with the SOR model to provide a comprehensive framework for understanding how blockchain technology affects consumer behavior in the organic food market. It also highlights the crucial role of both information and system quality in leveraging blockchain technology to enhance consumer trust and purchase intentions.

Blockchain-based food traceability system and pro-environmental consumption: A moderated mediation model of technology anxiety and trust in organic food product

Blockchain technology is increasingly recognized as a transformative tool for enhancing clarity and responsibility in the organic food supply chain, where concerns about product authenticity and safety are paramount. By offering provable and translucent information about the origination, production processes, and administration of organic items, blockchain helps to reduce information asymmetry and builds consumer trust, which is critical for purchase decisions in the organic food market. Drawing on insights from the trust theory and the stimulus-organism-response framework, this study uses a moderated mediation model to explore how technology anxiety negatively moderates the direct and indirect influences of blockchain-based food traceability systems on trust in organic food products and organic food purchase intention. Using a targeted sample of 5326 consumers in Vietnam, the PROCESS macro approach (models 8 and 4) is utilized to examine the formulated hypotheses. The results demonstrate that blockchain-based food traceability systems notably enhance consumer trust in organic food products and their intention to buy these products. Trust in organic food products serves as a mediator in the connection between blockchain-based traceability and purchase intention, while technology anxiety weakens the positive impacts of blockchain technology on trust and purchase intention when anxiety levels are high. This research makes crucial contributions to the literature by offering a mechanism-based explanation of how blockchain technology enhances consumer trust in organic food products and integrates technological anxiety as a moderator, providing a deeper understanding of how technological innovations shape consumer behavior. In light of the findings, several critical recommendations have been proposed for practitioners and policymakers.

Healthy food purchase intention: The moderation effect of intuitive thinking and perceived knowledge

This paper aims to study the relationships among intuitive thinking, nutritional information, perceived knowledge, subjective norm, trust, and health concerns on purchase intention. The study was conducted with 461 consumers in Brazil. Structure Equation Modeling (SEM) was applied. Most of our hypotheses were supported and demonstrated that consumers with high perceived knowledge care less about social influence. On the other hand, when it comes to using nutritional information to develop trust in food producers, consumers rely more on intuitive thinking. Trust and health consciousness have a positive effect on purchase intention. Policymakers can benefit from the results to develop accurate public policies, and food manufacturers can use them to adequate resolutions and implement labels with consumers’ well-being under perspective. We confirmed that if consumers perceive that they have sufficient knowledge and can make their decisions mostly based on it, less they will rely on subjective norms.

Navigating barriers to organic food purchase intention: a mixed method longitudinal approach in emerging market

PurposeThis study investigates barriers to consumers’ organic food purchasing. It identifies the factors and the extent to which they influence their purchase behaviours and future purchase intentions (i.e. continuance purchase intentions).Design/methodology/approachIt combines qualitative and quantitative methods across two phases. Longitudinal research was carried out in two phases. It involved a thematic analysis and a covariance-based structural equation modelling approach. During Phase-1 and Phase-2, responses were collected from 376 and 351 respondents, respectively.FindingsPhase 1 found the value barrier was significantly affecting the consumers’ purchase intention, while Phase 2 identified the impacts from both image and value barriers on purchase intentions. Notably, purchase intention affected continuance intention in both phases, while ethnocentrism showed no influence.Originality/valueUsing the innovation resistance theory, this study sheds light on the factors that prevent purchase intention. It offers valuable insights for policymakers and for the marketers of organic foods. This contribution implies that value and usage barriers were affecting the consumers’ purchase intentions in the short as well as in the long term. In sum, it suggests that consumers were not purchasing organic food as they felt it was either overpriced, not available in the market or because they were sceptical about its organic labelling.

A Conceptual Review on the Influence of Social-Media Influencers Towards Generation-Z TikTok Users’ Food Purchase Intentions

Nowadays, the popularity of social-media influencers has experienced a significant surge among the public. Individuals engaged in business endeavours have also begun seeking marketing tactics that may effectively capture the purchasing intents of consumers. Today, TikTok has been widely regarded as one of the top social-media platforms that facilitate the interchange and sharing of information, as well as connecting and communicating with individuals from all around the globe. Based on this reason, this paper serves an understanding on the potential influence of several characteristics associated with social-media influencers on the purchase intention of TikTok users, which are communication skills, attractiveness, and trustworthiness. The method used for this conceptual paper is based from literature reviews from journal articles, books and online news which are related with the keywords and research area. Lastly, this paper proposes a framework as a primary attempt on the role of the communication skills, attractiveness, and trustworthiness of the social-media influencers on the Generation-Z TikTok users’ purchase intentions.

Momentum for organic food purchase intention and actual adoption- moderating effects of social media influencer and celebrity endorser

Despite extensive research into the factors influencing organic food consumption intention, a notable gap exists in understanding how this intention translates into actual consumption behavior. Addressing this gap, this study employs the Theory of Planned Behavior (TPB) to investigate consumer individual and business-related factors that shape the intention to purchase organic food and subsequently influence its actual acquisition. We collected primary data from organic food consumers in major departmental stores in Bangladesh through a questionnaire survey. We analyzed the data using structural equation modeling (SEM) with AMOS v-24 and PROCESS MACRO v-4.20 software. The findings reveal significant direct, mediating, and moderating effects within the pathways delineated by the model. By uncovering these effects, the study offers valuable insights into the interplay of consumer individual and business-related factors in shaping both intention and actual behavior toward organic food consumption. Our research contributes to validating and extending the Theory of Planned Behavior (TPB) framework and provides practical implications for scholars and policymakers managing organic food consumption. By exploring these factors, we are equipping them with fresh perspectives and insights that can be directly applied in their work. This study, by elucidating the dynamics between intention and behavior, aids in developing more effective strategies to promote sustainable consumption practices in the realm of organic food, thereby empowering and motivating them to make a real difference in this field.

Addressing concerns about sustainability and animal welfare: Investigating consumers' adoption and behavioral intention towards plant-based eggs.

This study aimed to address the concerns regarding sustainability and animal welfare that have led to egg shortages. By examining consumer adoption and purchase intention towards plant-based eggs as a viable alternative, this study identifies the key factors influencing consumer interest. The study integrates the Theory of Planned Behavior (TPB) and Value-Attitude-Behavior (VAB) frameworks. Data from 239 responses were collected through a questionnaire survey and analyzed using SPSS 27.0 and AMOS 28.0. The results highlight the significant impact of intrinsic food value and sensory appeal on purchase intention. Attitude, subjective norms, and perceived behavioral control mediate the relationship between food value and purchase intention. The findings of this study provide valuable insights for food industry professionals by enabling them to develop targeted strategies. Moreover, this study emphasizes plant-based eggs as a sustainable and health-conscious solution to egg shortages, thereby promoting overall industry sustainability.

Young customers’ intention to purchase organic food in South Africa: extending the theory of planned behaviour

Ethical consumption has become an increasing trend as young customers get increasingly aware of their environmental and ethical responsibilities. The study aimed to examine the determinants of organic food purchase intention and behaviour of young customers in South Africa by extending the Theory of Planned Behaviour (TPB). The main objective of the study was to determine the effects of TPB constructs (attitude, subjective norms and perceived behavioural control) on young consumers’ intention to purchase organic food. Also, the study investigated whether the extended TPB model would improve the predictive validity of the model. The TPB was modified by the addition of three value constructs (health, environmental and appearance consciousness) as antecedents of attitude and intention and two personal factors (moral norms and ethical self-identity) as predictors of purchase intention. In addition, the study examined the mediating effects of attitude towards organic food in the relationship between value and purchase intention. Furthermore, the study determined the effect of intention on actual organic food purchase behaviour of young consumers. The study adopted a quantitative research approach and data was collected through the cross-sectional survey method using self-administered questionnaires from four hundred and three respondents. The questionnaires were distributed to the respondents through mall intercept and the Partial Least Square Structural Equation Modelling (PLS SEM) was used to test the hypotheses of the study. The findings confirmed that two constructs of the TPB (attitude towards organic food and perceived behavioural control) are predictors of purchase intention. In addition, health and environmental consciousness are antecedents of attitude and intention. Attitude mediates the relationship between health, environmental consciousness and intention. Furthermore, intention is a predictor of behaviour. Recommendations to improve the purchase of organic food focus on communication by marketers to consumers about the benefits of organic food. The study concludes that the extended TPB is an applicable theoretical framework to explain the purchase of organic food by young consumers.

Dynamic or static? The effect of food imagery on menus on perceived food energy and purchase intention

Food menus frequently employ dynamic imagery to show their offerings, yet a consensus regarding its impact on perceived food attributes and purchase intentions remains elusive. Drawing on stimulus-organism-response theory, we constructed a theoretical framework in which dynamic imagery on food menus influences purchase intention through food attribute evaluation. In addition, based on the conceptual metaphor theory, we proposed that dynamic imagery on food menus may influence customers’ attribute evaluations of food energy. This study conducted four experiments, revealing that the use of dynamic imagery to display food on a menu led customers to perceive the food as having a higher energy level. This effect was observed in high-energy-density foods but not in low-energy-density foods. And this effect is also absent when the nutritional information of the food on the menu is salient. In addition, we found that customers’ dietary goals moderated the effect of dynamic imagery on purchase intention through perceived food energy. When customers had functional and hedonic goals (self-controlled goals), the need for food energy was higher (lower), and dynamic imagery elicited higher (lower) purchase intentions.

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

Little is known about the role of producer-retailer trust congruence in the organic food supply chain, while blockchain technology is considered a ‘trust machine’ in this supply chain. This research adopts the lens of the trust transfer theory to explore how trust in organic food producers can congruently and incongruently interact with trust in organic food retailers to trigger consumers’ trust in organic food products, which, in turn, interact with trust in blockchain technology to reinforce consumers’ purchase decisions. Using a purposive sample of 5326 Vietnamese consumers, the research employs an advanced method-polynomial regression with response surface analysis test the hypothesized model. The findings reveal that both trust in organic food producers and trust in organic food retailers significantly affect trust in organic food products, with trust in organic food products being higher when trust in organic food producers and trust in organic food retailers are balanced at a high level. These trusts also pose serial indirect effects on consumers’ purchase decisions through trust in organic food producers and purchase intentions. Trust in blockchain technology was found to positively moderate the impact of trust in organic food producers on consumers’ organic food purchase intentions. Based on the findings, some practical implications for stakeholders are released.

Modulating variables impacting the intersection of health and environmental concerns in organic food purchasing decisions

PurposeThe increasing focus of consumers on health and environmental sustainability continues to drive the demand for organic food. Despite the recognized importance of health and environmental concerns, the differential impact of these factors on organic food purchasing decisions is evident, indicating the presence of moderating variables. This investigation attempts to delineate these contingencies within the realms of socio-environmental and individual factors, paying particular attention to subjective norms, uncertainty, and egoistic values.Design/methodology/approachUsing the convenience sampling method, the primary data sample was collected by a professional market research consulting firm and included 1876 usable respondents from China. Hierarchical multiple regression analysis was utilized to verify the model and test the relationships between the constructs.FindingsThe results indicated that the path from environmental concern to organic food purchase intention was significantly influenced by subjective norms and uncertainty, both of which enhance this relationship. In contrast, egoistic values appeared to dampen this effect. Uncertainty also emerged as a key factor in the link between health concerns and organic food purchase intention, albeit with an opposite impact, weakening the relationship.Practical implicationsThis study provides useful insights for academics and marketers to understand the complex phenomenon of organic consumer behavior. This result indicates that marketers can target reference groups to develop organic food marketing strategies.Originality/valueFew studies have proposed and validated a model with these moderating factors collectively to study the purchase intention of organic food consumers in China.

Factors Influencing Young Adults’Organic Food Purchase Intention on Fresh Food E-Commerce Platform

Factors Influencing Young Adults’Organic Food Purchase Intention on Fresh Food E-Commerce Platform

"Eco-conscious appetites: Investigating organic food purchase intentions through consumption values, empowered by environmental self-identity and analyzed using MGA – Baltic insights"

Growing consumer interest in organic food has attracted the attention of the academic community. While the existing literature broadly examines the acceptability of organic food, there is a recognized need to delve deeper into consumer values. This study fills this gap by applying the theory of consumer values. The data was collected as part of a survey of 1000 Lithuanian consumers to evaluate the proposed hypotheses empirically. The results show that functional value (quality), social value, conditional value, emotional value, and epistemic value positively influence purchase intention for organic food. Conversely, functional value (price) does not significantly impact the purchase intention of organic food. Furthermore, the study recognizes a significant moderating impact of environmental self-identity in shaping the relationship between conditional value, emotional value, and purchase intention of organic food. In addition, a multi-group analysis examines notable differences between consumer groups based on gender, education, age, and income. The results indicate significant group differences, showing that purchasing behavior among women, younger consumers, those with higher incomes, and those with higher education levels are more susceptible to these values. This research improves our understanding of consumer values regarding organic food in Lithuania and provides valuable guidance to managers and policymakers. By recognizing the intricate interplay between different values and the influence of environmental self-identity, stakeholders can better tailor their marketing efforts and policies to meet the unique preferences of different consumer groups, ultimately promoting the growth of the organic food market.

How public opinion of food safety affects green food purchase intentions: The mediating role of insecurity and the moderating role of green label trust

Widespread public opinion of food safety (POFS) has exacerbated consumer concerns about food safety and health, then driving consumers to purchase green food. However, the mechanisms at play in such concerns to consumer behaviour towards green food consumption have not explored, especially in the environment of social media. To fill up this gap, this research adopted a sequential two-stage mixed-methods approach to identify and examine the effects and mechanisms of public opinion of food safety on consumers' green food purchase intentions. In the initial qualitative research phase, the public comments on the microblogging platform was analyzed and we identified four top hot topics: public opinion of food safety, insecurity, green label trust (GLT) and green food purchase intentions (GFPI) based on text mining. In the quantitative phase of the survey-based research, we introduced the protection motivation theory and the hyper-attention cognitive model to construct a conceptual model. Based on this conceptual model, we conducted an empirical test with 1087 online questionnaires. The result showed that POFS had a significant positive effect on consumers' GFPI; consumer insecurity mediated the relationship between POFS and GFPI, and GLT played a moderating role between them. This study illustrates a psychological mechanism by which public opinion of food safety motivates consumers to switch to green food and provides new insights into green food consumption behaviour. It is an essential reference for encouraging green food consumption and promoting sustainability in the food industry.

The Moderating Role of Conformity on Purchase Intention of Organic Food: A Conceptual Paper Using Stimulus-Organism-Response Model

This study explores the factors related to Chinese people's decision-making behaviour in purchasing organic food. This study uses the "stimulus-organic-response" (S-O-R) model as the underpinning theory to establish the conceptual framework. The literature review shows that brand image and organic labels are objective stimuli for Chinese organic food consumers. Customer perceived values (functional, emotional, social) are significantly represented as organism, and purchase intention is a response in the S-O-R model. Conformity is proposed as a moderator that affects the relationship between customer perceived values and purchase intention. This study contributes to the existing literature by providing a deeper understanding of organic food purchase intention among consumers in China by applying the S-O-R model and adding conformity as a moderator. It also offers solutions to the Chinese organic food suppliers to increase organic food sales and expand the organic food market in China.

“Target” versus “Non-target”: how free gift influences surplus food purchase intention

PurposeFree gifts have become a commonly used marketing strategy. Nevertheless, whether free gifts can and how this strategy promotes the surplus food purchase intention remain a debated topic. This paper attempts to evaluate the effectiveness of offering free gifts (target and non-target products) in enhancing the purchase intention associated with surplus food.Design/methodology/approachCategorically, Studies 1 to 4 were performed to analyze the impact of the free gift on the surplus food purchase intention, explore the mediating role of perceived quality uncertainty and examine the moderating role of blind-box design and mental simulation.FindingsThe study findings indicate that the provision of non-target products as a free gift exerts a more pronounced influence on surplus food purchase intention as compared to offering a target product as a free gift. Evidently, perceived quality uncertainty serves as a mediating role, whereas blind-box design and mental simulation are identified as moderators in this process.Originality/valueThis paper compares the influences of various types of free gifts, namely target and non-target products, on surplus food purchase intention through perceived quality uncertainty, thereby enhancing the existing comprehension of free gifts and surplus food purchase intention. In addition, this article extends the boundary conditions of free gifts by investigating the moderating influence of blind-box design and mental simulation.

Diversity in gender and age, but not in race, enhances food purchase intentions in Japan

Team diversity must be promoted in many societies. While prior studies have emphasized the consequential impact of diverse teams on businesses, particularly in Western countries known for their racial and gender diversity, there is a notable gap in research exploring the role of team diversity on consumer evaluations among non-WEIRD (Western, Educated, Industrialized, Rich, and Democratic) consumers. Drawing upon signaling theory, our research aimed to investigate the influence of team diversity on consumer evaluations of both typical and novel food products within the non-WEIRD context of Japanese consumers. Japan, with its relatively low diversity in terms of gender and cultural ethnicity compared with North American and European countries, offers a unique background for exploring diversity issues. Through three online studies, we examined the impact of team ethnic diversity (Studies 1 and 2) and team age/gender diversity (Study 3) on purchase intentions toward typical and novel products. Our findings reveal that in Japan, information about gender and age diversity positively influences the purchase intention of food products, regardless of the novelty of the product. Notably, no such effect was observed for racial diversity. These results suggest that the positive influence of gender and age, but not racial diversity, can be generalized to non-WEIRD Japanese samples, contributing valuable insights into understanding team diversity dynamics in consumers’ evaluations of purchase intentions.

The Role of Social Media on Green Food Consumption Intention in Hanoi, Vietnam

This study aims to discuss the role of social media in shaping consumer attitudes in the Vietnamese context. The research examines the impact of green attitude, green customer value, and social media on environmental concerns, subjective norms, and perceived green value concerning green consumers' food purchase intention. The study utilizes data from a survey conducted among 483 consumers in Hanoi, Vietnam, and adopts the Theory of Planned Behavior (TPB) as the initial framework for studying green food purchase intention. We modify and extend the TPB model by incorporating cultural, social, and personal psychological factors relevant to green food consumption. The findings of this study contribute to the understanding of the factors influencing consumer purchase intention in Hanoi, Vietnam. The results demonstrated the influence of social media on subjective norms, environmental concerns, and perceived green value, which in turn affect green food purchase intention among Vietnamese consumers. These results imply that to increase green food preferences among consumers, governments should also consider social media-based education programs to build an understanding of green food and sustainable consumption and emphasize the outstanding benefits of green products for the environment and society. In addition, marketers should pay attention to providing complete information and advertisements about green food products on social media.