Organic Food Purchase Behavior Research Articles

Harvest to basket: understanding drivers of organic food purchase behaviour through interpretive structural modelling and MICMAC approach

Purpose The purpose of this study is to examine the determinants impacting consumer behaviour in organic food consumption in Bangladesh. This study aims to identify the key factors facilitating organic food consumption and establish a framework by analysing their contextual relationships. Design/methodology/approach The study used interpretive structural modelling (ISM), relying on expert perspectives from experienced academicians and marketing professionals. A Matrice d'Impacts Croisés Multiplication Appliqués à un Classement (MICMAC) analysis was performed to assess the driving forces and interdependencies among these determinants. Findings The MICMAC analysis grouped determinants influencing organic food purchases into four categories. The dependent factors, like attitude and food safety, showed moderate driving forces and high dependence. Linkage determinants, such as environmental concern and price, exerted considerable influence with moderate dependence. Independent variables, especially knowledge about organic food, had a strong impact with relatively low dependence. Practical implications This study’s insights offer valuable guidance for managers in the organic food industry, providing strategies to address consumer behaviour. Prioritising education on environmental benefits, transparent pricing, collaborating on policies, ensuring food safety and understanding determinants impacting purchase intent can aid in designing effective marketing strategies and product offerings aligned with consumer needs, ultimately promoting sustainability. Originality/value To the best of the authors’ knowledge, this study is the first to investigate the interconnections and relative significance of determinants influencing organic food purchases, using the ISM approach and MICMAC analysis. It delves into the previously unexplored territory of understanding the relationships and hierarchical significance of these determinants in shaping consumer behaviour towards organic food purchases.

Factors affecting consumers’ organic food purchase behavior: A systematic literature review and future research agenda

Consumers all over the world are constantly adjusting their dietary habits, and organic food has attracted consumers’ attention due to its health and safety characteristics, which makes the organic industry flourish. The factors that affect consumer decisions to purchase organic food are also of great interest to academia. However, there is a lack of systematic and thorough synthesis of the results of the existing study, which are somewhat broad and dispersed. This study aims to synthesize and analyze the existing research on the factors that influence consumers’ purchase decisions of organic food, with a focus on 51 papers extracted from the Web of Science database using the PRISMA method. First, the basic status of the selected papers was analyzed (including publication year, theory, method, and region), then three categories of significant factors were identified by comparative research of the literature as influencing customers’ organic buying behavior: customer-related, product-specific, and external factors. The result contributes to the growth of the organic food industry and aids academics in understanding the current state of consumers’ consumption behavior of organic foods. Finally, plausible gaps were explored in the existing literature and a tentative research agenda for future researchers was proposed.

Understanding food pleasure in organic consumption: the moderating effects of trust within the theory of planned behavior

PurposeThis study aims to identify and describe the relationships among sensory-driven pleasure, cognition-driven pleasure, symbolic-driven pleasure and organic food purchase behavior considering the moderating effects of functionality trust and authenticity trust from the viewpoint of the theory of planned behavior (TPB).Design/methodology/approachData were collected using a structured questionnaire survey in first-tier cities in China. A total of 352 consumers of organic foods participated in the study. Structural equation modeling and hierarchical regression analysis were employed for data analysis.FindingsThe results indicated the significant association of perceived behavioral control, subjective norm, attitude, sensory-driven pleasure and cognition-driven pleasure with purchase intention. Perceived behavioral control and purchase intention had significantly positive effects on purchase behavior. Moreover, functionality trust had a positive moderating effect on purchase intention and purchase behavior.Practical implicationsThis study not only provides novel and original insights for understanding organic consumption but also provides a reference for organic producers, sellers and policymakers to develop effective strategies to guide organic consumption that are conducive to promoting sustainable consumption.Originality/valueFor the first time, this research introduces the construct of food pleasure into the TPB to explore the relationships between food pleasure and purchase behavior based on the TPB. It may expand the scope of the TPB and provide valuable insights regarding how to improve the existing intention–behavior gap in organic consumption.

Predicting the Organic Food Purchase Behaviour in Egypt: An Empirical Study Investigating the Pro-Environmental and Service-Scape Effect on the Consumer’s Purchase Behaviour

Predicting the Organic Food Purchase Behaviour in Egypt: An Empirical Study Investigating the Pro-Environmental and Service-Scape Effect on the Consumer’s Purchase Behaviour

Factors influencing consumers’ purchase intention on organic foods via a Theory of Planned Behaviour approach

Even though Asian countries are expected to become a dominant market for organic foods in the coming years, there are few studies which focused on young Asian consumers’ organic food purchase behaviour. This study aims to investigate how attitude, subjective norm, perceived behavioural control, and health concerns influence consumers’ intention to purchase and consume organic foods. A purposive sampling method was adopted for this study and a total of 289 usable questionnaires were collected for empirical testing of the postulated hypotheses using SPSS and structural equation modelling (SEM). The results showed that attitude, subjective norm, perceived behavioural control and health concern positively influenced intention. In addition, subjective norm positively influenced attitude while attitude played a partial mediation effect on the relationship between subjective norm and intention. Lastly, the theoretical and practical implications as well as the limitations of the study are discussed.

Impacts of household norms and trust on organic food purchase behavior under adapted theory of planned behavior

PurposeThis paper proposed an adaptation of the theory of planned behavior (TPB) model to study the factors influencing organic food purchase behavior in an emerging market. This research introduced household norms as an important factor that reflected the influence of household activities and family pressure on individuals to perform organic food purchase behaviors. The role of trust in organic food as a direct and a moderating factor was examined in the proposed framework as well.Design/methodology/approachThe study proposed a model with 10 hypotheses from the literature review. The hypotheses were tested using data collected from 407 organic food customers in Hanoi, Vietnam. The partial least squares structural equation modeling (PLS-SEM) approach was used for analysis.FindingsThe results indicated that household norms played an important role influencing purchase intention and behavior. This research also showed that trust in organic food directly affected purchase intention and played a moderating role on the attitude towards organic food and purchase intention relationship. However, trust in organic food did not show moderating effects on other relationships in the model.Research limitations/implicationsMore context-specific reasons may be incorporated into the research model to better explain consumer purchase behaviors.Originality/valueThe role of household norms and its impact under TPB has not been investigated for organic food purchase behaviors, particularly in emerging markets.

The moderating role of Hofstede’s cultural dimensions on consumer purchasing of organic food

Consumers’ cultural values influence their decision-making, and these values are captured in Hofstede’s six cultural dimensions. Culture is important in the food context in India but has been relatively neglected in research. Further, the moderating effect of Hofstede’s newest cultural dimension (Indulgence vs Restraint) is under-researched, especially for organic food. The aim of this study was to examine the moderating effects of Hofstede’s six cultural dimensions on the relationship between organic food purchase intention and purchase behavior. Data from 401 students in North India were collected through online surveys. Results revealed that three cultural dimensions (Uncertainty avoidance, Long-term orientation, and Indulgence) significantly moderated the effects of organic food purchase intention on organic food purchase behavior, while three others (Power distance, Collectivism, and Masculinity) did not. The results have implications for organic food producers and marketers, who need to be aware of cultural characteristics when targeting consumer markets.

Understanding organic food purchase behaviour: using the extended theory of planned behaviour

Understanding organic food purchase behaviour: using the extended theory of planned behaviour

Information disorder and organic food purchasing behavior: A moderated mediation model.

On the one hand, fast social media and internet evolution has brought opportunities to the development of the organic food industry. On the other hand, the excessive utilization of social media and internet has also exerted some negative effects on consumers in terms of information disorder and hindered the industrial progression of organic foods. This study aimed to probe into the relationships between organic food information uncertainty, information search anxiety, information overload and purchase behavior under the mediating role of attitude and the moderating role of involvement, introducing the concept of information disorder in the context of this issue. The data (cross-sectional) of 620 organic food consumers in Jiangxi Province, China were subjected to SEM (structural equation modeling). The results showed that organic food information uncertainty and information search anxiety significantly affected attitude, and attitude had a positive impact on purchase behavior. In addition, attitude significantly mediated the effects of organic food information uncertainty and information search anxiety on purchase behavior. Moreover, the indirect relationship between organic food information uncertainty and purchase behavior was moderated by involvement.

DETERMINANTS OF ORGANIC FOOD PURCHASE BEHAVIOR: A MEDIATION ANALYSIS

The adoption of sustainable practices is an imperative and urgent need for economies. The food manufacturing processes and the consumption patterns have an impact on the individuals and the atmosphere. This study has been conducted with the aim to understand the determinants of organic food purchase behavior. For that purpose, this study hypothesized the mediation effects of attitudes towards buying organic food between organic food purchase behavior and four consumers’ personal factors, green marketing practices and price barriers. The research was carried out in the developing economy of Islamic Republic of Pakistan. Convenience Sampling was used as the sampling technique. For this research, the respondents were 260 consumers of organic foods from the city of Lahore, Pakistan. The technique applied on this study was Process Hayes. The results of the data suggested that attitude towards buying organic food has positive significant mediations between organic food purchase behavior and all of the dependent variables. Keywords: Environmental Concerns; Organic Food Purchase Behavior; Green Marketing

How Collectivism Affects Organic Food Purchase Intention and Behavior: A Study with Norwegian and Portuguese Young Consumers

Organic food purchase behavior is attracting increasing attention from researchers and managers. However, there is a need to further explore differences among groups of consumers, namely with regards to cultural dimensions. To help fill this gap, this article aims to examine the impact of collectivism on the determinants of organic food purchase intention and behavior. Building on the theory of planned behavior, this article suggests its extension by considering an additional set of explanatory variables that are shown to be relevant to explain consumer behavior. It includes a quantitative study conducted with young consumers from two European countries, Norway (n = 468) and Portugal (n = 448). Structural equation modelling allowed to conclude that collectivism positively impacts attitude, subjective norm, perceived price, and environmental concern towards organic food. The expected positive impacts of collectivism on product availability and health concerns were not supported by the study. Furthermore, the positive impact of attitude, subjective norm, perceived price, health consciousness, and environmental concerns on intention to purchase organic food were also confirmed, even though availability had an insignificant impact on intentions. Finally, and aligned with extant literature, this study also found a positive impact of intention to purchase behavior on organic food. Interestingly, the positive relationship between Collectivism and Availability, and between Availability and Purchase Intention, was only significant for Portugal. The study confirms the relevance of considering cultural dimensions, particularly collectivism/individualism, to further understand consumer behaviors toward organic food. Based on the findings, implications for both managers and researchers are highlighted.

(2021) Volume 2, Issue 4 Cultural Implications of China Pakistan Economic Corridor (CPEC Authors: Dr. Unsa Jamshed Amar Jahangir Anbrin Khawaja Abstract: This study is an attempt to highlight the cultural implication of CPEC on Pak-China relations, how it will align two nations culturally, and what steps were taken by the governments of two states to bring the people closer.

(2021) Volume 2, Issue 4 Cultural Implications of China Pakistan Economic Corridor (CPEC Authors: Dr. Unsa Jamshed Amar Jahangir Anbrin Khawaja Abstract: This study is an attempt to highlight the cultural implication of CPEC on Pak-China relations, how it will align two nations culturally, and what steps were taken by the governments of two states to bring the people closer.

Generation Y students' purchase behaviour towards organic foods in South Africa

Objective - The primary objective of this study is to identify and explain the antecedents of organic food purchase behaviour of Generation Y students in the South African context. This study aimed to shed some light on Generation Ystudents' health consciousness, perceived behaviour control, convenience, attitudes, purchase intentions, and actual buying behaviourtoward organic food products. The study also attempted to determine the underlying strengths and relationships between the constructs used in the measurement scale. Lastly, gender relationships were investigated to determine if any differences existed between males and females in terms of their organic food product purchases. Methodology/Technique - This research study employed a descriptive, non-probability, convenience sampling design. The intended target population was full-time registered undergraduate Generation Y students aged between 18 and 24 years. The sample size was 200 students based across the four faculties within the chosen higher education institution, namely the Faculty of Management Sciences, the Faculty of Applied and Computer Sciences, the Faculty of Engineering, and the Faculty of Human Sciences. The 200 self-administered questionnaires were distributed during recess times as to not to disrupt any learning time. The questionnaire contained a cover letter explaining the purpose of the study and that participation in the study was completely voluntary. Findings - The measurement scale displayed adequate reliability and validity for all constructs. Furthermore, all constructs had statistically significant positive means, indicating that Generation Y students are health-conscious, care for the opinions of friends and family, display pro-organic attitudes, intentions, and behaviour. Results from this study indicate that there is a need for food organizations to consider implementing organic-based products in their product offerings within the South African market. Novelty - Investigation oforganic food product purchase behaviouramong South African Generation Y students (Consumer behaviour). Type of Paper - Empirical Keywords: Organic Foods; Purchase Behaviour; Generation Y, South Africa. JEL Classification: M31, M39.

Consumption values, anxiety and organic food purchasing behaviour considering the moderating role of sustainable consumption attitude

PurposeThis study aims to identify and describe the relationships among different consumption values, anxiety and organic food purchase behaviour considering the moderating role of sustainable consumption attitude from the viewpoint of the theory of consumption values.Design/methodology/approachData were collected using a structured questionnaire survey in first-tier cities in China. A total of 344 consumers of organic foods participated in the study. Structural equation modelling and hierarchical regression analysis were employed for data analysis.FindingsThe results indicated the significant association of functional value-price, emotional value, social value and epistemic value with purchase behaviour. Anxiety had a positively significant influence on functional (quality), functional (price), emotional, social, conditional and epistemic values. In addition, the results indicated that functional (price), emotional, social and epistemic values played mediating effects in the relationships between anxiety and purchase behaviour. Moreover, sustainable consumption attitude had a positive moderating effect on functional value-price and purchase behaviour.Practical implicationsThe research not only provides novel and original insights for understanding organic consumption but also provides a reference for organic retailers to develop sales strategies and policymakers to formulate policies to guide organic consumption that are conducive to promoting sustainable consumption.Originality/valueFor the first time, this research attempts to explore the relationships among different consumption values, anxiety and purchase behaviour. It may improve the gap of inconsistency in attitude and behaviour in organic consumption, and provide a new perspective for the study of organic consumption.

What Motivates Young Indian Consumers to Buy 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.

Achieving Favourable Organic Food Purchase Behavior through the Mediating Role of Healthy Lifestyle: A Perspective of Health Economics

Health Economics is used to promote healthy lifestyles and positive health outcomes constantly. In this circumstance, organic business and healthy lifestyles have received increasing attention all over the world, especially in Bangladesh. However, finding out proper influencing factors is still unexplored in the sphere of a healthy lifestyle in the organic sector. In addition, business bodies and policymakers are also searching for effective models in the organic market. This paper proposes a model by synthesizing a good number of notable latest articles that highlight the mediating role of a healthy lifestyle with other variables like attitude, subjective norms, perceived behavioral control, perceived benefit, and food safety concern on organic food purchase behavior. Literature is taken form Google Scholars, Science Direct, Web of science and other common platforms. This study addresses a gap in the literature and practical needs for better comprehending the impact of healthy lifestyle of organic food market. The limitations and implications of this study will be discussed for theoretical development and future research direction.

Effects of food safety and perceived social support on mediating consumers’ attitude toward organic food purchase

The purpose of this paper is to examine the determinants of organic food purchase (O-FP). Specifically, how do consumers’ attitudes toward O-FP mediate in the links between health safety norms, perceived self-efficacy and perceived social support, and O-FP? To answer this question, a research framework using the theory of bounded rationality as its basis was formulated. Data were collected from the residents of Dhaka city during the 2019 holiday season. Structural equation modelling was used to analyse the data to answer the questions about the relationships of the aforementioned constructs toward organic food purchase behaviour. Findings suggested that perceived self-efficacy has no association between attitude and O-FP. However, other hypotheses are found to be supported implying attitude has both direct and mediated influence on O-FP.

Can opinion leaders through Instagram influence organic food purchase behaviour in Saudi Arabia?

PurposeThis study aims to investigate the influence of online opinion leadership and opinion seeking the intention to purchase and purchase behaviour of organic food in Saudi Arabia.Design/methodology/approachThis study used an online questionnaire as a method to collect data from Instagram users in Saudi Arabia. Statistical analysis was performed using the SmartPLS to test the research model.FindingsThe study demonstrates the links between the perceived benevolence of the opinion leadership through Instagram and purchase behaviour of organic food and between opinion seeking and intention to purchase.Practical implicationsThis study provides insights into the favourable impact of opinion leadership and opinion seeking on consumers’ intention to purchase and purchase behaviour for marketers, especially in the organic food sector of a Middle Eastern context.Originality/valuePrior studies have investigated the impact of opinion leadership and opinion seeking on purchase behaviour, but not within the organic food sector. This study attempts to fill this gap in the literature by providing useful insights to enhance the understanding of the influence of online opinion leadership on purchase behaviour of organic food. This study also makes a valuable contribution to organic food research in Middle East countries, where there is a lack of research on organic food purchase behaviour.

Identifying the key purchase factors for organic food among Chinese consumers

The current study primarily aims to identify the critical purchase factors that affect Chinese consumer purchase intention and purchase decision with regard to organic food consumption, in accordance with a modified theory of planned behavior and the alphabet theory. Specifically, this study builds a conceptual research framework by which to delve into the relationships between purchase factors and purchase intention, and elucidate the mediating roles of purchase factors in the relationships between purchase intention and purchase decision. Moreover, by leveraging a modified theory of planned behavior and the alphabet theory, the current study also determines the critical roles of subjective norms and reveals the information and knowledge that impact consumer attitude toward the purchase of organic food. The current study leverages the purposive sampling method and captures 310 records within Beijing, China. The results indicate that purchase attitude correlates positively with subjective norms and knowledge, while purchase intention correlates positively with purchase attitude, perceived behavior control, and food therapy culture. Furthermore, purchase intention can significantly mediate relationships between each of purchase attitude, perceived behavior control, food therapy culture, and purchase decision. Finally, we discuss the theoretical and practical significance of the framework, and propose subsequent research directions regarding organic food purchase behavior.

Health motive and the purchase of organic food: A meta‐analytic review

AbstractThere are many empirically determined influential factors known to control the organic food purchase behaviour. Of these known factors‐ health, product quality and concern for natural environmental degradation are seen as the major motives behind the organic food purchase. We, therefore, attempted to investigate the most prominent reason(s) for buying organic food, using the meta‐analyses of studies published during the last 25 years as our basis for conviction. Multilevel meta‐analyses was applied to the studies in review, in order to find the major reason(s) for the purchase of organic grocery, milk, fruits and vegetables. Although the three motivational factors mentioned above have been echoed throughout the history of organic food purchase research, the health factor has always topped the priority chart. The study in its overall empirical scale contributes to managerial implications and sets an agenda for future research.