Consumer Behaviour towards Organic Products: The Moderating Role of Environmental Concern (original) (raw)
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Consumers Attitude Towards Organic Food
Procedia Economics and Finance, 2015
The awareness on the harmful effects of chemicals present in food is increasing among the consumers. The trend towards purchasing organic food is growing among people. A study to identify what actually induces consumers to turn towards organic food is important. Some of the prominent motivating factors to purchase organic foods include environmental concern, health concern and lifestyle, product quality and subjective norms. This empirical study is aimed at identifying the purchase intention of consumers towards organic foods. The study predicts the purchase intention of consumers based on the influences of factors like environmental concern, health concern and lifestyle, product quality and subjective norms on the attitude towards organic foods. The results of the study show that quality of products, environmental concern, health concern and lifestyle are the most commonly stated motives for purchasing organic foods.
Consumer Purchase Intention towards Organic Foods
2020
Sajeeb Kumar Shrestha* https://orcid.org/0000-0002-5227-771X Abstract This research tries to measure consumer purchase intention toward organic foods. The descriptive and causal research design was used. Primary cross-section data were collected by administering structured questionnaires. Two-hundred responses were collected. The convenience sampling method was used. The PLS-SEM tool was used to test the psychometric and econometric dimensions of the proposed model. This research confirmed that environmental concern, trust, and availability were the important predictor for motivating organic food purchase intention. Health concern and awareness were not supported for organic food purchase intention. Marketers have to make their organic food easily available in the markets with a view of health and environmental consciousness to generate trust.
Consumer Behavior and Purchase Intention of Organic Food
SSRN Electronic Journal, 2013
Purpose-The main objective of this study is to understand the behavior of ecological consumers and their intention to purchase organic food. The study aims to determine the factors influencing consumer behavior towards organic food. Design/methodology/approach-The method used for the data collection was a face-to-face interview, using a structured questionnaire, with closed-ended questions. In total, 463 respondents participated in the survey. It was decided to use various multivariate analyses like multiple regressions, factor analysis and cluster analysis with large sample size. Findings-The results indicate that health, availability and education from demographic factors positively influence the consumer's attitude towards buying organic food. Overall satisfaction of consumers for organic food is more than inorganic food but the satisfaction level varies due to different factors. Practical implications-This study suggests that retailers can develop effective marketing program and strategies to influence consumers positively. They can emphasize the health benefits and quality of organic food. They can make these products easily available to attract consumers to buy organic food. Originality/value-This study provides valuable insight into consumer behavior regarding organic food by examining the factors that influence consumers' intention to purchase organic food, within the Indian context. The lessons can also be replicated in other countries for marketing organic foods.
Customers Awareness and Purchase Behaviour towards Organic Food
International Journal of Academic Research in Business and Social Sciences, 2021
Organic food may be a safer and healthier alternative to conventional food, particularly in COVID19 pandemic conditions where stay-at-home arrangements may encourage the willingness to plan, select, and prepare more nutritious foods in order to strengthen the immune system or maintain fitness. However, organic food consumption is relatively still low even in countries with a well-established organic food market. A similar pattern is happening in Malaysia, where there is an increase in organic farms throughout the years, yet the consumption level is very disappointing. Therefore, this study is conducted to explore customers awareness and purchase behaviour among Malaysian customers. A questionnaire survey is used to collect data from the members of consumer association. Data from 403 respondents are collected, analysed and discussed in the study. This study found out that most Malaysian food buyers are aware of organic food and buy organic food. Most food buyers understand organic food as natural food. The key reason for buying organic food is health-related. In comparison, the main reason for not buying organic food is the price itself. This study will contribute to the body of knowledge regarding Malaysian organic food consumers. The findings of this study can be utilised to understand the Malaysian organic food market better and, simultaneously, lead to the development of the organic food market and the organic food consumption level in Malaysia.
International Journal of Environmental Research and Public Health
Organic products have grown ever more popular in recent years due to increased concerns regarding one’s health, the environment, and sustainability. The COVID-19 pandemic has only accelerated this growth, prompting producers to adapt to a rapidly growing market while maintaining the same standard of quality. We have conducted a questionnaire-based pilot study on 190 organic food consumers from Bihor county, Romania, in order to analyze the main factors influencing customers’ beliefs regarding organic food consumption, as well as assess the extent to which their consumption frequency changed after the pandemic. A principal component analysis was performed, dividing the factors into two categories referring to intrinsic and extrinsic characteristics of the products, respectively. It was noticed that the most important cues were ranked the same by our 190 respondents, regardless of their socio-demographical background. At the same time, people who consumed organic products more frequen...
Food Quality and Preference, 2018
The study is comparative in nature and focuses on understanding the factors that affect the purchase intention of organic food in three countries: Pakistan, Turkey and Iran. The study also endeavors to explain the role of awareness as a moderating variable in organic food purchase intention. The data employed in this study was collected from Pakistan, Turkey and Iran using a structured questionnaire. A total of 271 responses from Pakistan, 245 responses from Turkey and 220 responses from Iran were obtained and analyzed using structural equation modeling. The results of the study vary from country to country, but attitude and health consciousness are found to be better predictor organic food purchase intention. The awareness of consumers moderates positively in the intention to purchase of organic food. The relationship of the subjective norms, perceived behavior control and environment concern with intention to purchase vary across different contexts. Current study establishes the role of awareness in the organic food purchase intention which is found to be missing in the literature. Secondly, the study is comparative in nature and compared the behavior of consumers across Pakistan, Turkey and Iran. Current study also guides the policy makers of these countries to switch to organic farming, which will indeed be beneficial for the environment and health, and also a lucrative business because consumer's intentions coincide. Furthermore, the study provides a clear guideline for the practitioners to have an effective marketing strategy in three different countries by exploring the major motivators of organic food purchase intention in each country.
Consumer's characteristics and attitudes towards organic food products in times of Covid-19 pandemic
Ekonomika poljoprivrede
The pandemic caused by the Covid-19 virus significantly affected the consumers' behavior. The subject of the paper is to analyze the consumer characteristics, the consumer attitudes towards organic food products, as well as the changes in the consumer behavior. The research was performed in 2021 in the Republic of Serbia. The statistical software package SPSS has been utilized for data analysis. Our findings show that, in times of COVID-19 pandemic, the consumers have a very positive perception of nutritional values of organic food products with an expressed willingness to pay 20-30% more for the organic products, in regard to conventional products. The main reason for buying such products is less chemistry and child health. The main reason for insufficient consumption is the high price. The monthly income of irregular consumers of organic food products has predicted the willingness to pay, while the household size has predicted the assessment of the organic products nutritional...
CUSTOMER AWARENESS AND PREFERENCES IN ORGANIC FOOD CONSUMPTION
ICTACT Journal on Management Studies, 2024
Organic food products are becoming popular among consumers due to their benefits for health. An increased customer inclination towards switching to organic food items can be observed due to the awareness generated by television commercials and social media. The current research utilised primary data and descriptive analysis to examine customers' awareness, perceived benefits, and satisfaction levels about organic food products. Customers show a preference for organic food products due to the absence of pesticides and chemicals, as well as their higher nutritional value. While people are well-informed about the advantages of organic food products, only a small number have a deep understanding of organic farming processes. Most buyers believe that organic food products are expensive. Many customers plan to persist in using organic food items and endorse their usage, indicating a promising market for these products in the future.
Why do people buy organic food? The moderating role of environmental concerns and trust
Journal of Retailing and Consumer Services, 2020
Although consumer interest in organic food has risen over time, resulting in a generally positive attitude toward these organic food products, scholarly research suggests a comparatively low volume of its consumption in the market. This has resulted in an urgent need to study the motivations which enhance consumers' proclivity to purchase food items produced organically. The current research attempts to understand potential associations between motivations (intrinsic and extrinsic), attitude, and buying behaviour towards organic food. Selfdetermination theory (SDT) was applied to develop a theoretically grounded framework which was evaluated with 378 organic food consumers. The hypotheses were tested by analyzing the data through structural equation modelling (SEM), wherein environmental concerns and trust were the moderating variables. The study results demonstrate the significant influence of intrinsic motivation, integrated and external regulation on consumer attitude, and buying behaviour. But, attitude had no significant association with buying behaviour. The findings indicate consumers' motivation may be stimulated to encourage higher frequencies of purchasing organic food by emphasizing values that reflect motivations arising from ethical or green consumerism, health, and social benefits. Furthermore, policymakers should focus on avenues to integrate organic food as permanent parts of individual lives and a socially exalting behavioral action.