Price Consciousness Research Articles

Factors influencing consumers' purchase behavior toward indigenous chicken: insights from a cognitive affect behavior model

PurposeThis study addresses a critical gap in understanding consumer behavior toward indigenous chicken, investigating the interaction between cognitive factors and purchase decisions. The current research offers a valuable contribution to the field of sustainable food marketing by shedding light on these dynamics.Design/methodology/approachThe research employed a quantitative survey method to gather data from consumers of indigenous chicken in Malaysia and analyzed it using structural equation modeling.FindingsHealth and price consciousness, along with effort expectancy, significantly influence consumer attitudes toward indigenous chicken. However, environmental consciousness and availability do not directly impact attitude. Similarly, attitude mediates the relationship between health consciousness, price consciousness, effort expectancy and purchase behavior, while attitude does not mediate the relationship between environmental consciousness, availability and purchase behavior of indigenous chicken.Originality/valueThis study is one of the pioneering works to apply the cognitive affect behavior (CAB) model to examine the factors influencing consumer attitudes and purchase behavior toward indigenous chicken. It investigates how constructs such as health consciousness, environmental consciousness, price consciousness, effort expectancy and availability affect these attitudes and behaviors, offering novel insights into the purchase intentions of younger and educated individuals.

Determinants of customer buying behaviour in omnichannel retailing: a systematic literature review and future research directions

PurposeAdvances in digital technologies and the growing number of touch points have had a significant impact on the shopping behaviour of omnichannel customers. Several research papers have explored different facets of omnichannel, but only a few have thoroughly explored the literature on showrooming and webrooming simultaneously. This paper aims to identify the key groups of antecedents influencing customer buying behaviour in omnichannel, under the influence of digital technologies, with a particular focus on showrooming and webrooming.Design/methodology/approachOur study conducted a systematic literature review to identify the factors influencing customers’ buying behaviour in omnichannel, which have been the subject of academic discussion over the last decade. We finalized 149 articles for the thematic analysis and identified three groups of antecedents: channel-related, product-related and consumer-related with their subgroups.FindingsUnder channel-related antecedents, cost and perceived benefits, search convenience, need for interaction and situational circumstances have been identified as major attributes. The expressiveness of the product, product demonstration and search and experienced products have been identified under product-related antecedents, followed by price consciousness, past experiences, perceived risks and shopping motivations as leading attributes under consumer-related antecedents. The study revealed the multifaceted influence of digital technologies on omnichannel buying behaviour. Digital technologies are shaping the antecedents related to channels, products and consumers. Digital technologies simultaneously mediate between antecedents and the selection of a specific path within an omnichannel environment. Showrooming and webrooming should no longer be seen as general concepts. The rise of digital technologies has led to the development of new consumer journey patterns and the blurring of distinctions between showrooming and webrooming. A conceptual framework has been proposed to understand consumers' omnichannel behaviour, having considered the identified antecedents and the role of digital technologies.Practical implicationsThis study advances the academic understanding of consumer behaviour in omnichannel under the influence of digital technologies and provides important implications for omnichannel management. With the advancement of digital technologies such as augmented reality and virtual reality, retailers should implement channel integration strategies to bridge the gap between online and offline channels, providing a memorable shopping experience for omnichannel customers.Originality/valueThis study is unique because it identifies and analyses the antecedents of consumer behaviour in omnichannel settings under the influence of digital technologies. It also uncovers new potential combinations of showrooming and webrooming patterns. The proposed framework can help retailers in their future planning of omnichannel strategies.

Predicting sustainable tourism: examining customers’ intention to visit green hotels using an extended norm activation model

PurposeThis study aims to predict customers’ intention (INT) to visit green hotels through an extended norm activation model (NAM) framework. The extended NAM includes environmental concern (EC), price consciousness (PC) and aesthetic values (AEV).Design/methodology/approachA quantitative survey design was used to collect 340 valid responses from customers in Pakistan. Partial least square - structural equation modeling was used to assess the hypothesized relationships.FindingsThe results show that EC and awareness of consequences have a significant ascription of responsibility (AR) and personal norms (PN) towards INT. The results confirmed the moderating effect of PC on the relationship between PN and INT and the moderating effect of AEV on relationship between PN and INT and AR and INT. The findings indicate that PN does not mediate the relationship between AR and INT. These findings indicate that customers are aware of the consequences of resource depletion and environmental pollution that result from the unsustainable hotel practices. Therefore, customers tend to visit aesthetically green hotels at affordable prices.Practical implicationsThe study proposes that green hotels should design marketing strategies in a way that increases customers’ awareness and concern towards environmental issues. Marketing campaigns focusing on environmental aspects of green hotels enhance its green reputation and motivate customers to visit green hotels. In addition, managers must consider enhancing the beauty of hotels at a competitive price.Originality/valueThis is the first study to use an extended NAM by integrating EC, average variance extracted and PC to predict customers’ INT towards green hotels. The extended NAM framework provides comprehensive understanding of the relationships between EC, AR and PN regarding visiting green hotels. In addition, the study emphasizes on AEV’s crucial role in influencing customers’ INT to visit green hotels.

Decoding Influencer Impact in Food Marketing: The Must-Haves, Should-Haves and the Role of Brand Trust and Price Consciousness

ABSTRACT Influencers have gained relevance in brand building owing to their potential to engender trust, shape customer decisions and empower brands. Nonetheless, research assessing conditions for beneficial influencer outcomes in the trust-deficit food sector are scarce, despite growing evidence that different contexts demand different endorsers. This paper examines how influencers’ attributes drive purchase by stimulating brand trust, and investigates the role of price consciousness. Structural equation modeling and necessary condition analysis were conducted on data from 401 followers of five influencers. Findings reveal that trustworthiness, expertise, brand fit, and brand trust are necessary conditions, congruence is additive. Brand trust fully mediates the impact of attractiveness on purchase behavior, and partially mediates the impact of trustworthiness, expertise and congruence. Price consciousness exhibits no moderating effect. Managers must prioritize transparent, knowledgeable influencers, who espouse values consistent with brands and consumers, if food firms were to invest in effective influencer strategies.

From Screen to Scraps: Online Food Waste Behavioural Intention Among Young Adults Shoppers in Malaysia

Food waste has become a worldwide problem for many years, and Malaysia's high levels of waste are making climate change worse and putting food security at risk. The study explores the factors influencing food waste intention during online ordering among young adults in the Klang Valley using a purposive sampling method. Data were collected through an online questionnaire, resulting in 312 valid responses from young adults who have utilised at least one online delivery app. The data were analysed using the Statistical Package for the Social Sciences (SPSS). The findings reveal that attitude, subjective norm, perceived behavioural control, and price consciousness significantly influence the behavioural intention to reduce food waste, with attitude having the highest mean score. These insights offer policy recommendations for governments, restaurants, meal-ordering platforms, and consumers to efficiently minimise food waste.

PENGARUH PROMOTION, ONLINE CUSTOMER REVIEW DAN PRICE CONSCIOUSNESS TERHADAP PURCHASE INTENTION PADA PENGGUNA SHOPEE DI SOLO RAYA

This research aims to determine the influence of promotion, online customer reviews, and price consciousness on repurchase intention among Shopee users in Solo Raya. The independent variables used in this research are Promotion (X1), Online Customer Review (X2), and Price Consciousness (X3) and Purchase Intention as the dependent variable. The data in this research is primary data taken using a questionnaire distributed via Google Form to social media via direct message. The population of this research is consumers who have shopped using Shopee in Solo Raya. Sampling was carried out using Non-Probability Sampling with purposive sampling technique. The total sample was 90 respondents. The data analysis technique used is multiple linear regression analysis with partial results or t test showing that the Promotion (X1) and Online Customer Review (X2) variables have a calculated t value > t table 1.98793 and a significance value smaller than 0.05. so that the variables promotion and online customer reviews have a significant positive influence on purchase intention among Shopee users in Solo Raya. Meanwhile, the variable Price Consciousness (X3) has t count < t table -1.98793 and a significance value greater than 0.05, so the price consciousness variable is among Shopee users in Solo Raya.

Product lifespan extension of technology products: Exploring perceptions, value-beliefs, motives and attitudes in American and Spanish consumers

Product lifespan extension (PLE) is the post-purchase practice of keeping products longer by continued use and/or repair. This two-study paper explores American and Spanish consumers’ perceptions of PLE as a sustainable anti-consumption behavior, and value-beliefs and motives behind their attitudes towards PLE of technology products. First, we demonstrate low awareness of PLE as a green behavior in both countries. Second, using behavioral reasoning theory, we show that personal value-beliefs such as long-term orientation, green consumption, materialism and price consciousness shape consumer reasoning (for and against) and attitudes towards PLE of tech products. The findings provide insight for increasing these behaviors.

The Effect of Customer Reviews on Impulsive Buying at Tik Tok Stores (Study Generation Z in Indonesia)

The purpose of this study is to ascertain how online customer reviews, which are influenced by price consciousness, risk perception, and trust, affect impulsive online purchases on Tik Tok. Generation Z is the group of people who have made purchases on Tik Tok and are now patrons of the Tik Tok online store. Purposive random sampling was the approach used for sampling. First, they must be members of Generation Z; second, they must have made a purchase on TiK Tok. A sample of 135 members of the Z generation was acquired. Smart-PLS was used to analyze the data. The study's findings indicate that: 1) customer reviews have a favorable impact on impulsive online purchases made on Tik Tok; and 2) customer reviews have a negative impact 3) risk perception positively impacts impulsive buying; 3) risk perception positively impacts trust; 4) customer reviews positively impacts trust; 5) trust positively impacts impulsive buying; and 6) customer reviews positively impacts impulsive buying decisions made online. The relationship between customer reviews and impulsive buying is moderated by price consciousness.

Young Consumers’ Price Perceptions in Purchasing Foods: Evidence from Greece

The recent consecutive economic and social crises impose sustainable “from farm to fork” food chain management to feed the global population. In this study, we investigated the price perceptions of young consumers (Gen Z) in purchasing foods in Greece to find out the determinants ensuring sustainable, future food consumption. We used eight overall price perception determinants, five with negative roles, namely value and price consciousness, coupon and sales proneness, and price mavenism, and three with positive roles, namely price–quality, price–value, and prestige–sensitivity for the formation of the study’s questionnaire. A total of 514 students (Gen Z, 85%) answered the questionnaire, promoted through the Google platform during September and October 2023. The data were analyzed with statistical tools, combining cross and chi-square tests. Between the negative determinants, the “value consciousness” price perceptions (71.02%) were the most important parameters in purchasing food, followed by “price consciousness” (55.02%) parameters. “Coupon proneness”, 48.4%, and “sales proneness”, 49%, were equally lower, while “price mavenism” parameters were minimally preferred by only 26.4% of the participants. Participants exhibited a major preference for the “value to price” interconnection (66.7%), such as good value for money, value exceeding a product’s price, and overvalued low-priced foods, while their preference for the “quality to price” interconnection was significantly lower (48.8%), such as in terms of getting what you pay for, more money for better quality, and priced, quality foods. The “prestige–sensitivity” price perception was outside of their preferences in terms of food purchasing (only 7.1%). Our findings indicate that young consumers (Gen Z) pay more attention to the values of negative and positive parameters concerning price perceptions when purchasing food rather than quality, coupons and sales, low prices, and mavenism, or even the prestige of the foods. This means that value issues such as the perceived environmental impact (green value), the climate crisis, the social signaling potential, and others are significant concerns, including their price perceptions for food purchases.

Are Dutch adults equally susceptible to nudging and pricing strategies? Secondary analyses of the Supreme Nudge parallel cluster-randomised controlled supermarket trial

BackgroundSupermarket interventions are promising to promote healthier dietary patterns, but not all individuals may be equally susceptible. We explored whether the effectiveness of nudging and pricing strategies on diet quality differs by psychological and grocery shopping characteristics.MethodsWe used data of the 12-month Supreme Nudge parallel cluster-randomised controlled supermarket trial, testing nudging and pricing strategies to promote healthier diets. Participants were Dutch speaking adults aged 30–80 years and regular shoppers of participating supermarkets (n = 12) in socially disadvantaged neighbourhoods. Data on psychological characteristics (food-related behaviours; price sensitivity; food decision styles; social cognitive factors; self-control) and grocery shopping characteristics (time spent in the supermarket; moment of the day; average supermarket visits; shopping at other retailers; supermarket proximity) were self-reported at baseline. These characteristics were tested for their moderating effects of the intervention on diet quality (scored 0–150) in linear mixed models.ResultsWe included 162 participants from intervention supermarkets and 199 from control supermarkets (73% female, 58 (± 10.8) years old, 42% highly educated). The interventions had no overall effect on diet quality. Only five out of 23 potential moderators were statistically significant. Yet, stratified analyses of these significant moderators showed no significant effects on diet quality for one of the subgroups and statistically non-significant negative effects for the other. Negative effects were suggested for individuals with lower baseline levels of meal planning (β − 2.6, 95% CI − 5.9; 0.8), healthy shopping convenience (β − 3.0, 95% CI − 7.2; 1.3), and healthy food attractiveness (β − 3.5, 95% CI − 8.3; 1.3), and with higher levels of price consciousness (β − 2.6, 95% CI − 6.2; 1.0) and weekly supermarket visits (β − 2.4, 95% CI − 6.8; 1.9).ConclusionsAdults with varying psychological and grocery shopping characteristics largely seem equally (un)susceptible to nudging and pricing strategies. It might be that certain characteristics lead to adverse effects, but this is not plausible, and the observed negative effects were small and statistically non-significant and may be explained by chance findings. Verification of these findings is needed in real-world trials based on larger sample sizes and with the use of more comprehensive interventions.Trial registrationDutch Trial Register ID NL7064, 30th of May, 2018, https://onderzoekmetmensen.nl/en/trial/20990

Fashion clothing interest and purchase intention of young women consumers of India.

The study of consumer purchase behavior is important to understand the consumer purchase pattern, quantity and motivations of purchase. This research therefore tries to understand the role of socio-psychological factors and gender schema in determining the fashion clothing interest, and purchase motivation of emerging adult women consumers of India. Responses tabulated through a self-administered questionnaire from 200 women consumers aged 18-24 across India, were analyzed using structural equation modeling and Hayes's (2017) macro process to establish clothing uniqueness, self-concept, brand image, word of mouth and perceived quality as antecedents of women's fashion clothing interest resulting in positive purchase motivation with price consciousness acting as a moderator between both. The resulting model depicts a significant positive relationship between clothing uniqueness, self-concept and brand image on emerging women consumers clothing interest, while the interaction of word of mouth and perceived quality was not significant on clothing interest. Hayes's analysis described a significant moderating role played by price consciousness on young women clothing interest and purchase intention with price consciousness dampening consumers purchase intention despite having a clothing interest. The output of the study highlights the predictor of clothing interest for young women consumers in an area not well defined until now an will enable brands to establish business strategies to gain patronage and brand loyalty of young emerging generation Z consumers in emerging economies accordingly

Do price consciousness, anti-socializing behavior and content add fuel to consuming online video streaming? A multigroup analysis and moderating role of gender and marital status

PurposeVideo streaming consumption has become a social and economic phenomenon in an age where the share of online entertainment has become larger and larger in the total entertainment pie. Besides the advancement of technology, the pandemic further contributed to its development. The aim of this study is to analyze the role of price consciousness, anti-socializing behavior and choice of content in shaping the video streaming consumption. Furthermore, we look at the moderating role of gender and marital status on the hypothesized relationships.Design/methodology/approachThe data were collected from a sample of 533 Romanian respondents, and it was processed using Partial Least Square structural equation modeling. In addition, Necessary Condition Analysis was used to assess the necessity effect size of an independent variable for a specific outcome of a dependent variable.FindingsWe find that the main hypotheses are confirmed, and that gender as a moderating variable negatively influences the relationship between anti-socializing behavior and video streaming consumption.Research limitations/implicationsBesides the main findings pertaining to video streaming consumption determinants, psychology scholars concerned about the relationship between anti-socializing behavior and video streaming consumption as a part of the total time spent online could also benefit from the current findings.Practical implicationsThe results of this study will be helpful to industry players in designing their video streaming offer after taking into consideration the influence of the discussed variables on the consumption behavior.Social implicationsWhile anti-socializing behavior drives consumers to a digital environment for which they control the settings, the content being streamed is a cultural product, influenced by society and its consumption immerses the viewer in the cultural mores of the time and place the content was created in or depicts; hence, anti-socializing behavior does not mean a complete break from society, but rather a different instantiation of people’s need to connect with their social environment.Originality/valueThe novelty of this research stands in the integration of anti-socializing behavior as an explanatory factor of video streaming consumption, which has not yet been used in models explaining online consumption so far.

Determinants of Purchase Intention of Skincare Products, Brand Image as Moderation On The Tiktok Platform

With the rapid development of Internet technology, many companies are now using the Internet as a major platform in their marketing strategy of skincare products, mainly through social media. The research aims to explore the factors that influence the intention of buying skincare products on the TikTok platform by considering the role of brand image as a moderation variable. The research method uses descriptive causality with a quantitative approach, and uses purposive sampling techniques. Primary data obtained from 267 respondents active TikTok users who were interested in skincare products and collected through online questionnaires. Data analysis is done using Structural Equation Modelling-Partial Least Square (SEM-PLS). Research findings show that social media marketing activities, online customer reviews, influencer endorsement, brand image can improve purchase intention, while price consciousness does not affect the purchase intent of skincare products on Tiktok platform. Implications, skincare manufacturers and marketers should pay attention to branding strategies on TikTok's platform to boost purchasing intentions. Further research is suggested to explore other factors that can influence the intention of buying skincare products in the digital age.

The Influence of Organic Food Purchase Intention on Household Food Waste: Insights from Brazil

An emerging trend among consumers is the pursuit of healthier eating habits while minimizing environmental damage, thus increasing the intention for consumption of organic foods. In this context, this study hypothesizes that household food waste is influenced by organic food purchase intention, which, in turn, is influenced by environmental concern, health consciousness, hedonic shopping, and negatively affected by price. Hence, the objective of this study is to propose and empirically test a theoretical framework with Brazilian consumers. Data from 240 respondents were electronically collected and analyzed through structural equation modeling. The results suggest that environmental concern, price consciousness, and health consciousness significantly influence organic food purchase intention, while hedonic shopping value does not. Furthermore, although organic food purchase intention reduced household food waste, the effect size of this relationship was found to be extremely low, suggesting it to be a poor predictor. This paper contributes to the existing literature on consumer behavior and waste management further by not only examining the relationship between two research streams but also by shedding light on unique aspects of an emerging country.

How attitudes and purchases differ between also-online versus offline-only grocery shoppers in online and offline grocery shopping

AbstractThe surge in online grocery shopping amid the COVID-19 pandemic has significantly altered the balance between offline and online purchases, influencing consumer attitudes toward these channels. Given the anticipated continued growth of online grocery shopping in the coming years, research on this topic becomes increasingly crucial for retailers, manufacturers, and consumers. Particularly, brand managers and retailers find themselves uncertain about the implications for their consumer segments and products, including national versus private label brands, organic products, and fair-trade products. Against this backdrop, our study delves into consumer characteristics and purchase behavior to explore the distinctions between offline-only and also-online grocery shoppers. Additionally, we examine whether consumer behavior varies across offline and online channels. Specifically, we analyze extensive household panel data encompassing 4,142,485 purchases and diverse consumer characteristics (such as demographics and attitudes) from an average of 21,428 households spanning the years 2016–2020. It is noteworthy that also-online shoppers, despite their preference for convenience, tend to be younger, reside in larger cities, and exhibit more positive attitudes toward buying local and environmental responsibilities. These consumers, characterized by lower price consciousness and higher brand preferences, display a greater inclination toward national brands online compared to offline. Furthermore, they express more favorable attitudes toward organic and fair-trade products and exhibit relatively higher purchasing of these items. Our extensive empirical analyses reveal that these cross-sectional differences are attributable, in part, to demand-driven factors and, in part, to supply-side effects. Through this research, we provide valuable insights to brand managers, retailers, and researchers, facilitating a better understanding of the evolving retail landscape, particularly within the dynamic realm of online grocery shopping.

Psychographic characteristics and demand decisions for life insurance products in Uganda

PurposeThis study examines the relationship between policyholders’ psychographic characteristics and demand decisions for life insurance products in Uganda.Design/methodology/approachThe study is based on a cross-sectional survey. Using a purposive sampling method, 389 questionnaires were administered to life insurance policyholders in the four geographical regions of Uganda. Partial least squares structural equation modeling (PLS-SEM) was employed to analyze the primary data, specifically to test the relationships between the dependent and independent variables.FindingsThe findings indicate a positive and significant influence of psychographic characteristics on demand decisions for life insurance products. In addition, the analysis indicates that the two first-order constructs of psychographic characteristics, namely price consciousness and consumer innovativeness, are positive and significant predictors of demand decisions for life insurance products. In contrast, the third first-order construct religious salience, exhibits a negative and nonsignificant effect on demand decisions for life insurance products.Practical implicationsFor insurance practitioners, to influence demand decisions, they should emphasize premium-related appeals in their marketing messages (price consciousness) ignore product decisions based on religious beliefs and norms (religious salience). They should also ensure that insurance products are highly trustable and experiential (consumer innovativeness). For insurance policymakers, it offers an in-depth understanding of customer psychographic characteristics, which can be used to identify exploitative information embedded in certain marketing campaigns targeting specific psychographic characteristics, for better regulation.Originality/valueThe study provides a basis for understanding lifestyle and personality characteristics (psychographics), which may influence demand decisions for life insurance products in a developing country like Uganda, where the insurance industry is at an early stage of development.Peer reviewThe peer review history for this article is available at: https://publons.com/publon/10.1108/IJSE-06-2023-0440

Executing marketing through a gender lens: a consumer purchase decision-making study in an emerging economy

PurposeWith rapidly changing marketing landscape, nowadays, the formulation of various marketing strategies is increasingly focused on how consumers tend to make decisions. To meet the highly demanding consumer expectations, market segmentation can be used as an important marketing strategy. Due to gender marketing concept familiarity in the contemporary world, gender difference is one of the reference features in the process of market segmentation for marketers. This research is aimed to examine various determining factors that foster consumer purchase decision-making and the differences between consumers of different genders while making shopping and purchase decisions with special reference to an emerging economy, i.e. Pakistan.Design/methodology/approachBased on a cross-sectional sample of 367 consumers, the study adapted Sproles and Kendall's (1986) Consumer Style Inventory (CSI) to scrutinize the decision-making of both genders in Pakistan. For data analysis, the exploratory and confirmatory factor analysis in addition to the structural equation modeling has been used.FindingsThe study emphasized that, with the exception of quality awareness, brand consciousness, fashion consciousness, option overload and price consciousness greatly affect buying decisions. In addition, when it comes to consumer purchase decision-making, significant gender variations were discovered for both fashion consciousness and price consciousness.Originality/valueDrawing upon the distinctive cultural characteristics of Pakistan and its people, in-depth research was conducted on purchasing behaviors of Pakistani consumers and the decision-making characteristics of customers of different genders were summarized. The outcomes are expected to make a significant contribution to the field of gender marketing by organizations.

Determining online consumer's luxury purchase intention: The influence of antecedent factors and the moderating role of brand awareness, perceived risk, and web atmospherics.

The Internet has become the fastest-growing way to sell luxury products. Purchase intention for luxury products in online stores has taken attention in the last few years since the sector has proliferated. The primary objective of this study is to examine the impact of various factors such as Product knowledge, Price consciousness, Perceived enjoyment, Perceived ease of usage, and usefulness on online luxury purchase intention in developing countries like Pakistan. Data was collected from 267 luxury fashion customers in Pakistan through an online questionnaire, and the results were analyzed using Smart PLS-SEM. In addition, the paper investigates the moderating effect of Perceived risk, Brand awareness and Web Atmospheric on the link between the Attitude and Online Luxury Purchase Intentions of the consumer to buy luxury fashion products online. The framework of this study is validated by structural equation modelling (SEM). The findings of this study show that perceived enjoyment, price consciousness, and Perceived ease of use significantly and positively impact online luxury purchase intention. Additionally, the findings indicated that brand awareness, perceived risk, and web atmospherics each intervened as moderators in the relationship between attitudes toward purchasing luxury products and online luxury purchase intentions. Product knowledge is not directly related to online purchase intention, but Attitude plays a mediating role in the relationship between product knowledge and online luxury buying purpose. In the context of luxury product intention, this study is one of the first to investigate the moderating effect that brand awareness, perceived risk, and web atmospherics play. It will help luxury brands develop the right tactics for selling luxury goods online in developing countries like Pakistan.

Unraveling the complexity of the organic food market: Indonesian consumer perspective on price and product knowledge

In the past decade, the organic food industry has witnessed a tremendous surge in popularity as consumers increasingly perceive it as a healthier, more natural, and more environmentally friendly alternative to conventional foods. This trend has prompted extensive research into consumer behavior towards organic food, mainly focusing on the factors that drive its acceptance. Despite its growing interest, the adoption of organic food faces considerable challenges, mainly due to its higher price. This study examines Indonesian consumers’ willingness to pay more for organic food (WTPM) by examining the role of product knowledge (PK), consumer attitude (CA), and price consciousness (PC). Data was collected from 250 respondents representing consumers in Indonesia through an online survey. Descriptive Statistical Analysis and Structural Equation Modeling (SEM) are used to test hypotheses and understand relationships between variables. The results show that PK significantly affects CA towards organic food but does not directly affect WTPM. In addition, CA emerged as a significant mediator between PK and WTPM, indicating that consumers with positive CA towards organic food tend to pay more, as they see the cost as an investment for environmental sustainability and health. However, this relationship is moderated by PC, which indicates that price sensitivity may reduce the effect of positive CA on WTPM. The findings of this study underscore the need for a multifaceted approach to promoting organic food. To increase consumer acceptance and uptake, strategies should include education initiatives, awareness raising, and addressing issues related to price and perceived value.

A Study on Attitude towards Upcycled Food Adoption and its Predictors

The awareness and concern among consumers about the consequences of food wastage have given birth to the adoption of upcycled food. So, it is the need of the hour to determine the possible predictors of consumer attitudes towards upcycling food and this study attempts to fulfil this need. To achieve the goals of the study, data was collected from 189 university students. In order to analyse the impact of predictors on attitude towards upcycled food adoption, structural equation modelling approach was employed using smart PLS 4 software. The findings indicated that environmental concerns, food neophobia, and awareness of food waste consequences had a significant impact on attitude towards upcycled food adoption. Furthermore, environmental concern has largest impact on the attitude towards upcycled food adoption, while price consciousness did not have a significant impact on attitude towards upcycled food adoption. As policy recommendation, marketing managers can use environmental appeals and attractive packaging to promote the adoption of upcycled food.