Organic Food Purchase Intention Research Articles

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.

Research on the matching effect between advertising appeal and product type on the purchase intention of organic food

PurposeThe study employs two independent experimental studies to collect data. It focuses on the matching effect between advertising appeals and product types. The Elaboration Likelihood Model serves as the theoretical framework for understanding the cognitive processing involved in consumers' responses to these advertising appeals and product combinations.Design/methodology/approachThis paper aims to investigate the impact of advertising appeals on consumers' intentions to purchase organic food. We explored the interaction between advertising appeals (egoistic vs altruistic) and product types (virtue vs vice) and purchase intention. The goal is to provide insights that can enhance the advertising effectiveness of organic food manufacturers and retailers.FindingsThe analysis reveals significant effects on consumers' purchase intentions based on the matching of advertising appeals with product types. Specifically, when egoistic appeals align with virtuous products, there is an improvement in consumers' purchase intentions. When altruistic appeals match vice products, a positive impact on purchase intention is observed. The results suggest that the matching of advertising appeals with product types enhances processing fluency, contributing to increased purchase intention.Originality/valueThis research contributes to the field by providing nuanced insights into the interplay between advertising appeals and product types within the context of organic food. The findings highlight the importance of considering the synergy between egoistic appeals and virtuous products, as well as altruistic appeals and vice products. This understanding can be strategically employed by organic food manufacturers and retailers to optimize their advertising strategies, thereby improving their overall effectiveness in influencing consumers' purchase intentions.

What Motivates Generation Z in Vietnam to Purchase Organic Food? An Application of Extended Theory of Planned Behaviour

Objective - As Vietnam is a densely populated country with stable economic growth and rising concern for environmental problems in recent years, people are increasingly showing more interest in organic food. This study aims to explore the purchase intention of Vietnamese Generation Z (Gen Z) towards organic food. Methodology - We extended the Theory of Planned Behaviour (TPB) with three specific pro-environmental factors that are health consciousness, environmental concern, and knowledge of organic food, to investigate the purchase intention of Gen Z. A self-administered online survey was conducted in Hanoi, Da Nang, and Ho Chi Minh City as they are most populated cities in the country. Findings – 426 valid responses were received for data analysis after three months. Linear regression analysis was run in SPSS software to test six hypotheses. Research findings reveal that attitude has the most substantial influence on the purchase intention of Gen Z, followed by health consciousness, subjective norms, and personal norms. Notably, environmental concerns and knowledge of organic food do not necessarily affect Gen Z’s purchase intention. Our findings suggest that related stakeholders in the organic food market adjust their production and marketing tactics to attract Gen Z better. Novelty – The novelty of this paper is attributed to our effort to integrate pro-environmental variables into the TPB to test their impact on organic food purchase intention in a new research context of a transition country. Type of Paper: Empirical JEL Classification: M31, M59. Keywords: Organic food, Purchase intention, Generation Z, Vietnam Reference to this paper should be made as follows: Nguyen, P.M; Phan, B.T; Hung, T.H; Luu, T.M.N. (2024). What Motivates Generation Z in Vietnam to Purchase Organic Food? An Application of Extended Theory of Planned Behaviour, J. Mgt. Mkt. Review, 9(1), 13 – 26 https://doi.org/10.35609/jmmr.2024.9.1(2)

Analyzing organic food purchase intentions: eco-literacy and innovation resistance

Purpose This research examines consumer reluctance to purchase organic food using the theory of innovation resistance and also extends the theory by investigating the moderating influence of eco-literacy. In addition, the authors used a multigroup analysis to identify differences between consumer segments.Design/methodology/approach Data collection used computer-assisted web interviewing and a prior screening process to confirm engagement. Through stratified quota sampling, 1,000 useable responses were obtained from 2,887 recipients.Findings The findings reveal barriers are significant inhibitors to adopting organic food. Among these barriers, usage, risk tradition and image barriers have a significant adverse influence on purchase intention. In contrast, the value barrier has a nonsignificant influence on the purchase intention of organic food. However, the study found that eco-literacy significantly reduces the negative influence of risk and tradition barriers on consumers' intentions. In addition, a multigroup analysis examines notable differences between consumer groups based on education, age and income.Social implications This research has significant social implications for boosting sustainable consumption in Lithuania. It identifies key barriers to organic food adoption, emphasizing the need for strategic interventions. The study highlights eco-literacy as an essential tool in diminishing resistance to organic food, advocating for targeted educational initiatives. Additionally, it reveals the importance of tailored marketing strategies based on different consumer demographics. Overall, this study provides important insights to promote environmentally conscious consumer behavior and overcome resistance to innovation in the organic food sector.Originality/value This study expressively advances the understanding of intentional behavior by exploring organic food within Lithuania's Baltic economy. It authenticates the innovation resistance theory's applicability to organic food behavior in the region while emphasizing the moderating impact of eco-literacy in the link between barriers and purchase intention concerning organic food. Furthermore, using advanced methods such as partial least squares statistical modeling and multi-group analysis, the research reveals how barriers affect the purchase intention of organic food among different groups of consumers.

Analysis of Consumers' Willingness to Buy Organic Food and Its Influencing Factors Based on Logit Model: A Case Study of Shenzhen

In the past few years, Chinese consumers have shown a growing preference for organic food due to the rise in their salaries and better living standards. Additionally, there is an increasing concern among individuals about personal well-being and the safety of food, which has contributed to the popularity of organic products in China. In the process of buying organic food, consumers are affected by their own factors and the objective environment, which leads to a change in purchase intention. In order to explore the main factors that affect consumers' purchase intention in reality. Based on the network survey data of 329 urban consumers in Shenzhen, this paper establishes a logit model to analyze the organic food purchase intention of consumers in Shenzhen and its influencing factors. The results show that the main factors affecting consumers' organic food purchases are personal monthly income, educational level, and food safety concerns. According to the results of the empirical study, the relevant policy suggestions for improving the organic food industry were put forward.

Motives for Consuming Organic Vegetable during Covid-19 Pandemics in Indonesia

COVID 19 has an immense impact on people’s life. One of the impacts is the increasing concern for a healthier lifestyle, including the consumption of organic vegetables. This study aimed to determine variables that have a positive and significant impact on consumers behaviour in consuming organic vegetables, by utilizing Partial Least Square – Structural Equation Modelling method. Variables that being analysed in this study are organic food knowledge, environmental concern, price consciousness, health consciousness, quality, subjective norms, risk aversion, perceived behaviour control, convenience to purchase, familiarity, food safety concern, emotional value, promotion, moral attitude, and the impact of COVID 19 on attitudes towards organic food, purchase intention of organic food, and organic purchase behaviour. The result shows that factors strongly influenced consumers’ motivation on the consumption of organic vegetables are subjective norm, risk aversion, price consciousness, emotional value, perceived behaviour control, moral attitude, and promotion respectively. Other factors have unsignificant influence on consumers’ behaviour so those factors can be neglected. The result of this study will be beneficial for organizations or businesses in developing strategy to improve customers’ motivation in consuming organic vegetables.

Factors Influencing Organic Food Purchase Intention and The Effect of Attitude towards Organic Food

The purpose of this study is to explore the influence of various factors on purchase intention of organic food in developing country, Indonesia. A conceptual model was developed on the basis of Theory of Planned Behavior considering the previous factors to examine the effects of different constructs on consumers' attitudes towards organic food and intention to buy organic food. The study was conducted using quantitative research methods. Data were collected from a sample consist of 161 respondents in various regions in Java, Bali and Sumatera Island, Indonesia through an online questionnaire. The data were analyzed using the SPSS statistical analysis program and hypotheses were tested using Regression analysis. The result of this study found that consumer knowledge, health consciousness, healthy lifestyle, and environmental attitude have significant effects on organic purchase intention. Moreover, attitude towards organic food has mediation effect on consumer knowledge and healthy lifestyle to purchase intention. The practical implication of this study should aim to increase consumers' knowledge of organic food as well as promote healthy lifestyle in order to improve their attitude towards organic food and their intention to buy organic food. Marketers can design the advertising campaigns to educate Indonesian consumers about the benefits of eating organic food, including on their health and the environment.

How personal and social-focused values shape the purchase intention for organic food: Cross-country comparison between Thailand and Germany

Organic food contributes to environmental sustainability and is becoming increasingly popular worldwide, although it is generally more expensive than conventionally produced food. Rather different sets of values and motivations are driving consumers' purchase intentions in mature compared with emerging organic food markets. To inquire about similarities and differences in consumers' motives our qualitative, comparative study employs a series of in-depth interviews with organic-food-store clients in Germany and Thailand from February to May 2021. The analysis applied means-end chain (MEC) theory to map the mental decision-making processes. Results were interpreted and compared referring to the Schwartz Theory of Basic Human Value (STV). The findings show a rather similar values base of both samples in terms of the relevance of ‘quality of personal life’ and ‘personal well-being’. Substantial differences emerged in the Germans high emphasis on the values ‘health of environment’ and ‘social responsibility’ which were absent in Thailand, while Thais put great importance on the ‘responsibility for family’. Focusing on the five most important values in each country, we conclude a more personal-focused value system in Thailand, respectively a rather social-focused one in Germany. This paper contributes to the literature as it is one of the few qualitative studies on organic food purchase intention using MEC and STV and the first one conducted in Thailand. The findings provide valuable insights for producers and marketers to better address German and Thai consumers' needs to influence their purchase intention towards organic food consumption.

Exploring the determinants of purchase intention of organic consumers for organic food items: an exploratory study in India

PurposeThe ongoing transition in the attitude of consumers toward health and environment has a direct implication on the organic food industries, making it necessary to examine the drivers of the purchase intention of organic food items, specifically in developing economies like India. Therefore, this study tries to frame and validate the instrumental scale by collecting data from 574 organic food item consumers to examine the determinants of purchase intention among consumers in India.Design/methodology/approachThis study has employed advanced statistical tools i.e. Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), Harmon’s single factor test and other statistical measures using SPSS and AMOS 23, for framing and validating the instrumental scale for this study.FindingsThe results of EFA explain 67.714% variance of total research variable variance with six major constructs. Moreover, the result of the CFA confirms the six factors and the proposed instrumental scale. The finding explicates that health consciousness, ecological trustworthiness and functional value are the major drivers of the purchase intention of organic food items.Practical implicationsThis study has major policy implications for organic producers, processor and marketers for understanding the complex phenomenon of organic consumer behavior. The result explains that marketers and producers should adopt ad hoc marketing strategies that aim to promote the organic food items as healthy and safe.Originality/valueThere is hardly any study that has proposed and validated an instrumental scale with these factors collectively in India for studying the purchase intention of organic food consumers in India.

Investigating the interaction effects of Halal label and green label by price on the purchase intention of Halal organic food

ABSTRACT The increase in demand for Halal and green foods, which is the inclination of their final costs, has highlighted the need to scrutinize the pricing for these products. This study aims to measure the effect of differences in price levels, Halal label, and green label on the purchase intention of Halal organic food. The present study is an experimental study. As a between-subject study, the experiment is 2 (price level: high vs. low) × 2 (green label: green vs. non-green) × 2 (Halal label: Halal vs. non-Halal). The findings indicated that the difference between price levels of the Halal/non-Halal pair leads to a difference in the intention to purchase. Furthermore, the difference between price levels of the green/non-green feature leads to a difference in the intention to purchase. As a result, price, Halal, and green label interact with the purchase intention of Halal organic food. Business owners and marketers could employ the findings of this research in determining the appropriate price levels of products with differing green and Halal features to improve the purchase intention of potential customers. This is the first study to examine the effect of price on green and halal products.

Examining How and When Knowledge and Motivation Contribute to Organic Food Purchase Intention among Individuals with Chronic Diseases: Testing a Moderated Mediation Model

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

Income Quality and Organic Food Purchase Intention: The Chain Mediating Role of Environmental Value, Perceived Consumer Effectiveness

Concerns about income inequality and environmental pollution have been important aspects of achieving sustainable development goals. Promotion and use of organic food is one important way to reduce resource consumption and waste. In this study, the structural equation model (SEM) was used to analyze 450 questionnaire data, and the environmental values and perceived consumer effectiveness were used as mediating variables to explore the influence mechanism of income quality on the organic food purchase intention. An extended Value—Attitude—Behavior (VAB) theory was used as the research framework, and the results showed that: (1) income quality had a significant positive effect on environmental values, perceived consumer effectiveness, and organic food purchase intention; (2) perceived consumer effectiveness had a significant positive effect on organic food purchase intention and played a partial mediating role; and (3) environmental values and perceived consumer effectiveness played a chain mediating role between income quality and organic food purchase intention.

Young Adults’ Anti-Consumption Tendencies toward Organic Foods in Vietnam: The Mediating Role of Self-Efficacy

This study aims to shed light on the determinants of organic food purchase intention in Vietnam. It provides novel insights by demonstrating that perceived value and perceived quality significantly influence purchase intention, while price does not. Moreover, the study unravels the critical mediating role of self-efficacy between price, perceived value, perceived quality, and purchase intention. These findings carry significant implications for marketers and advertising professionals as they offer insights into how promoting the perceived value and quality of organic food over price can drive purchase intention. Additionally, the research reveals how self-efficacy affects consumer behavior, highlighting the need to design effective interventions that improve self-efficacy to increase organic food consumption in Vietnam. Thus, this study has significant practical implications for marketers and policymakers who seek to reduce anti-consumption behavior toward organic food and promote its cultivation and marketing in Vietnam.

Factors Influence Organic Food Purchase Intention of Vietnamese Consumers

Factors Influence Organic Food Purchase Intention of Vietnamese Consumers

The dark side of going green: Dark triad traits predict organic consumption through virtue signaling, status signaling, and praise from others

The current study sought to test whether the dark triad personality traits of narcissism, Machiavellianism, and psychopathy can be indirectly linked to organic food consumption through consumers’ levels of virtue signaling, status consumption, and praise from others. Based on a survey (N = 337) and structural equation modeling, we found consistent evidence for the notion that the links between each dark triad trait and (a) organic food purchase intentions, and (b) willingness to pay (WTP) for organic foods are mediated by status consumption and praise from others. Additionally, virtue signaling mediated this interplay for people who exhibit high (vs. low) degrees of narcissism and Machiavellianism, but not those who exhibit high (vs. low) degrees of psychopathy. Given that sustainability-related responses are typically portrayed as prosocial and positive, these results paint a more complex picture, with our findings linking organic consumption to a set of dark personality traits.

Determinants of organic food purchase intention: the moderating role of health consciousness

PurposeThe purpose of this study is to understand the effects of self-risk perception and health consciousness on the intention to purchase organic food. The study also explored external factors, such as social networking, culture and their impact on attitude, self-risk perception and purchasing organic food.Design/methodology/approachThis study uses a quantitative research method to collect data from New Zealand and Fiji (N = 701). The data analysis used the partial least squares path modeling technique (PLS-PM) to test the proposed model.FindingsThe empirical results revealed that self-risk perception positively influenced organic food intention. The results show that the health consciousness level strengthens the relationship between self-risk perception, beliefs, values and purchase intention. The health consciousness level dampens the relationship between social networking and purchase intention.Research limitations/implicationsThe findings of this study provide valuable insights into the guidance and promotion of Fijian and New Zealand's organic food industry. This study enables marketers to develop health-related promotional tactics to stimulate organic food sales. It gauges organic food promoters to use social media-oriented consumer networking to spread health awareness swiftly.Originality/valueThis comprehensive study extends the literature by scrutinizing the profundity of self-risk perception and health consciousness in influencing and explaining consumers' purchase intentions. Aside from ample growth in the study of organic food purchase intention, which commonly replicates simple relationships, this study ascertains deeper meaning and new relationships to understand the moderating role of health consciousness levels in organic food studies, expanding the theory of planned behavior.

Sustainable purchase intentions towards organic food during Covid-19 pandemic: an exploratory study on Indian consumers

PurposeThis study aims to determine the factors influencing consumers’ organic food purchase intention during Covid-19 and how Covid-19 impacted these factors. Understanding these factors will assist marketers in making strategic decisions on how to market their products during a crisis.Design/methodology/approachThis study used a quantitative approach. Data were collected online from 278 organic food consumers based in India. The partial least squares-path modelling method was used for data analysis.FindingsThe results revealed that Covid-19 has substantially impacted consumers' health consciousness, environmental concern, availability, price and intention to buy organic food. This study also revealed that health consciousness, environmental concerns and availability of organic food affect consumers’ purchase intention even during the Covid-19. However, it has been found that price consciousness does not influence consumers’ purchase intention during Covid-19.Practical implicationsMarketers should come up with innovative promotional strategies. Providing information related to quality checks on packages, expanding online sales channels, boosting promotional activities and emphasising the long-term benefits of organic food items should be the go-to marketing strategy of organic food.Originality/valueThe study adds value to the extant literature by examining consumers' purchase intention towards organic food using more customised and thorough constructs that appear to be more practical during the challenging times of Covid-19 and whose findings are not restricted by some pre-established theoretical assumptions.

The Effect of Multidimensional Consumer Perceived Value on Customer Satisfaction and Purchase Intention of Organic Food

The rapid and widespread growth of the organic food market is considered to become one of the largest growing markets in the food industry. The main objective of this research is to investigate and evaluate the effect of multidimensional consumer perceived value on customer satisfaction and purchase intention in the context of organic food. The data collection was carried out with 234 Indonesian consumers of organic food. The multidimensional consumer perceived value has been formed by 4 dimensions which include functional value, economic value, emotional value, and social value. consumer perceived value is considered to influence customer satisfaction and purchase intention. structural equation modeling (SEM-AMOS) was used to analyze the relationship between them. The result indicates that the consumer perceived value positively influences customer satisfaction and purchase intention. The consumer perceived value has no strong direct influence on purchase intention. Hence, the involvement of customer satisfaction is able to be a full mediator between the customer perceived value and purchase intention. This research contributes to reflecting consumer preferences of organic food in Indonesia as a developing country which is assessed by consumer perceived value, customer satisfaction, and purchase intention.

Generativity, environmental activism, and pride: Antecedents of intention to buy organic food

This study aimed to analyze the generativity, environmental activism and pride influence on the organic food purchase intention of Brazilian consumers. To this end, data from 212 valid respondents were collected through an online survey, which were analyzed using the structural equation modeling technique. In summary, the main results reveal that the intention to buy organic food is explained by environmental activism and pride. Surprisingly, it turns out that generativity is not antecedent to the intention to buy organic food for the people in the average age group of 33 years old, but generativity explains environmental activism and pride. From a theoretical point of view, this research becomes valuable in bringing new insights into the organic food purchasing literature and in revealing new theoretical relationships. The results also assist decision-makers, producers, and companies in designing marketing strategies and public policies to encourage organic food production.

Trust, convenience and environmental concern in consumer purchase intention for organic food

Purpose The customers are demanding the products which are not only healthy but also clean and environment friendly i.e. call for sustainable consumption products. Therefore, this study aims to identify the important drivers of organic food purchase intention. Design/methodology/approach A cross-sectional research design involving the collection of primary data from 234 respondents was adopted in this study. Responses were gathered from the consumers of organic food representative of the Indian population. Structural equation modelling was applied to analyze data and validate the research model. Findings The findings of the study would help practitioners understand the factors leading to the purchase intention of organic food products in a growing consumer market. This knowledge would help them devise marketing and communication strategies to increase the consumption of organic food products. Originality/value The present study advances existing literature on organic food consumption by extending the theory of planned behaviour with factors, namely, environmental concern, convenience and trust, and establishing their role in developing the purchase intention for organic food products.