Modeling attitude towards organic foods : A research on adolescents (original) (raw)
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… Review, Vol. 14, No. 2, pp. 103- …, 2011
The global organic food market has grown tremendously over the past decade. The present study investigated the determinants of willingness to purchase organic food among consumers in a Malaysian city, using a questionnaire survey. The Theory of Planned Behavior informed the research framework and hypotheses. Using structural equation modeling, attitude, subjective norms and affordability (behavioral control) were modeled to impact intention or willingness to pay (WTP) for organic food. WTP in turn predicted actual purchase. Attitude and subjective norms exerted significant positive effects on WTP while the effect of affordability was not significant. Attitude further impacted subjective norms and affordability, thus indicating that efforts to promote consumption growth should focus on influencing consumer attitudes.
Health-driven mechanism of organic food consumption: A structural equation modelling approach
hELIYON, 2024
The COVID-19 pandemic seriously threatened human survival and development. It has also highlighted the significant correlation between ecological and public health. After three years of the COVID pandemic, Chinese consumers have become more aware of the importance of health. Especially in the Internet era, consumers' purchasing methods and health awareness have been changed. Consumers can buy nutritious and organic foods. To understand the impact of consumer psychology and health beliefs on the willingness to purchase organic food in the post-pandemic period, this study uses organic beef as an example and extracts key variables from three basic theories. The three basic theories include the Health Belief Model (HBM), the Theory of Planned Behavior (TPB), and the Norm Activation Model (NAM), respectively. Specifically, perceived susceptibility and severity are combined to form a health belief variable that can drive organic food purchasing. In contrast, perceived benefit, moral norms, self-efficiency, and controllability are introduced as mediating variables to construct the health driving factors of organic beef purchasing. Structural equation modeling (SEM) and mediation effect tests are used to analyse 539 samples. Meanwhile, paths and mechanisms between health concern and other variables are explored. The results show that health concern is an important driving factor. Health concern can significantly promote the formation of willingness to purchase organic beef. Mediation effect tests suggest that health concern can indirectly affect the willingness to purchase organic beef through perceived benefit, moral norms, and controllability, but the mediation effect of self-efficiency is not significant. This study provides important references for government regulation and certification of organic foods as well as for enterprises'organic food marketing strategies.
STUDY THE LEVEL OF CONSCIOUSNESS REGARDING ORGANIC FOOD AMONGST YOUNGSTERS
Invest India's report stated that India ranks fifth globally in organic food cultivation, covering 2.6 million hectares. However, there's a question regarding the awareness of organic food among individuals aged 18 to 27. The main objective of this study is to explore awareness levels surrounding organic food and its impact on human health. Carried out through a survey encompassing various demographics, the research seeks to unveil the factors influencing consumers' decisions to purchase organic products and their willingness to pay a premium for them. To establish a comprehensive understanding, an extensive literature review is conducted, elucidating the benefits and awareness associated with organic food. Findings suggest a growing awareness among younger demographics, driven by concerns over pesticides and chemicals in conventional agriculture, linking organic food consumption with perceived health benefits. Moreover, consumers exhibit a readiness to pay higher prices for organic food due to perceived health advantages and environmental considerations. The study also indicates that organic food is perceived to have higher nutritional value compared to conventionally grown alternatives. In summary, this research offers valuable insights into perceptions and awareness of organic food, highlighting its potential health benefits. These insights can aid in promoting organic food choices, particularly among younger generations, thereby enhancing the overall well-being of the food system. Keywords-organic food, human health, nutritional food Introduction: According to the latest report published by "Rakuten Insight" on Statista on October 20th of 2023, organic food was primarily brought by 33% of respondents who are in the group of 25 to 33 years followed by 24% of respondents who are in the age of 16 to 24 age group. The global demand for organic products has witnessed a rapid increase, spurred by heightened awareness about the adverse effects of chemical-based agriculture. This demand surge has led farmers to adopt organic practices, resulting in around 3.5 million hectares of organic farming worldwide. In countries like India, while organic farming has gained traction, the nation's share in the global market remains modest. To elevate India's position and capitalize on the global market, focusing on high-value organic products like cotton, spices, essential oils, medicines, and fresh produce becomes pivotal for sustained agricultural growth. C. Wang et al (2024) stated that environmental problems are causing concerns about food quality. Various pollutants like Water, land, and other threats have raised human food safety. Consumers are STUDY THE LEVEL OF CONSCIOUSNESS REGARDING ORGANIC FOOD AMONGST YOUNGSTERS.
International Journal of Academic Research in Business and Social Sciences, 2019
The present study attempts to investigate the young consumers' motives to purchase organic food in a developing nation (Malaysia). Four key motives of food safety concern, health consciousness, affordability and environment concern are examined in this study. Consumers' purchase behaviour is represented by purchase intentions and actual purchase. The questionnaires used was administered to a convenience sample of 398 young consumers from Kuala Lumpur and Petaling Jaya, Malaysia, through a self-administered questionnaire. Data were analysed using Structural Equation Modeling and five hypotheses were tested. The findings reported that food safety concern, health consciousness, and environment concern have significantly influenced purchase intentions of organic food. Purchase intentions is positively correlated to the actual purchase of organic food. There was no significant effect of affordability on purchase intentions. Based on the findings, strategies to enhance the quality, long-term health benefits, environment friendliness, and reduce in pricing of organic food should be undertaken.
Consumers’ Attitude Towards Organic Products -The Moderating Role of Health Consciousness
Sri Lanka Journal of marketing, 2022
During the last years, we have observed that emergent environmental protection along with health concerns which directed the people to choose recent agricultural practices. There is a direct and indirect impact of health consciousness, to analysis the impact on attitude towards organic foods Nagaraj, S. (2021). In this study, health consciousness is taken as a moderating variable because nowadays consumers are facing various diseases like cancer, obesity, diabetes, etc. due to unhealthy food practices followed by consumers. A structured questioner method was used to collect data from 534 consumers, and the data was collected by using a convenient sampling method. To find out the impact of consumer willingness to consume such foods, using regression analysis to find out the consumers' attitude towards organic foods. By using rotated component matrix grouping the variables under Six-factors like Healthy Life Style, Healthy Knowledge, Health concern, Medication, Health & nutritious value, Health care & Work schedule. All these variables are considered to be moderating variables. The present study attempts to find out the consumers' attitude towards organic food by using a moderating variable to assess the role of health consciousness.
The majority of consumers assume that organic products are risk-free since they are constructed only from natural components. In the cultivation of organic foods, no artificial fertilisers, synthetic chemicals, or pesticides are permitted under any circumstances. The organic food business in In..., 2023
The majority of consumers assume that organic products are risk-free since they are constructed only from natural components. In the cultivation of organic foods, no artificial fertilisers, synthetic chemicals, or pesticides are permitted under any circumstances. The organic food business in India is exhibiting positive signals of development, despite the fact that it is still in its early phases and has a long way to go. Consumers believe that organic food is better in a number of critical aspects, such as safety, human health, and influence on the environment. They also believe that organic food is superior in terms of its nutritional content, flavour, freshness, and aesthetic appeal. It was determined, via the use of structural equation modelling, which possible variables may explain why individuals opt to purchase organic foods. Descriptive statistics were used in order to conduct the analysis of the demographic data. According to the findings of this poll, consumers seem to have a significant preference for the organic food alternatives that are available. This desire is affected by a variety of different elements, one of which is the make-up of the market segment that is being targeted. It was shown that female respondents showed a larger preference for organic foods than their male counterparts do. People who have greater information were more likely to choose to purchase organic products. When compared to those of other age groups, those who are between the ages of 29 and 39 are the most likely to purchase organic food. In addition to this, those who have a higher amount of discretionary budget often go for organic food alternatives. Consumers have the perception that organic foods are superior than conventional meals in terms of cleanliness, environmental friendliness, and nutritional value. This contributes to the success of the organic food industry. This research investigates the factors that impact consumers' decisions to purchase organic food, with the goal of assisting companies in developing more effective marketing tactics. This research might serve as a foundation for marketers and others who deal with aspects that effect consumer preferences across socioeconomic levels in the development of innovative techniques to marketing to their target populations. Keywords: Customer Preference, Loyalty, Organic Food Products
CONSUMER ATTITUDE TOWARDS ORGANIC FOOD PRODUCTS FROM NON- USERS RESPONDENTS
Food safety, free from pesticides/ chemicals, healthy environmental concern etc., are the reasons for buying organic food products. But even though many of the consumers are not buying the organic foods. The objective of this paper is to find the awareness towards organic foods from non – users. This study is conducted in vellore region from 75 respondents. The data for the research is collected from primary source through the questionnaire. The data is analysed with the help of statistical tool like percentage analysis, chi-square analysis, correlation and anova method.The interpretations are summarized and suggestions are provided for the organic food products on the analysis. REVIEW OF LITERATURA K.G. Grunert (2005) has found their research is the relationship between food safety and quality for food choice and consumer demand. To measure willingness to pay through price perception. This survey is stated about quality and safety in agri business; research about on food quality and safety, consumer perception of quality and safety, the perception of food safety, perception of quality and safety & willingness to pay, providing quality and safety to consumers. Finally concluded that need of the relationship between farmers and processors and to increase attention to food quality and safety. Marija Radman (2005) has found in their study about consumers considered healthy, good quality and tasty organic products than expensive and appearance. Organic producers are to increasethe knowledge and create consumer awareness of organic product in the market place. Consumers are not very familiar with ecologically grown products in the market. Promotional activities (visible displays, media) and distribution channels also prime importance for Croatian consumers. Consumerswere positive attitudes towards organic products and them willing to pay higher prices for organic products. This survey is conducted a single geographical area in Croatia. NurFathonahSadeket.al., (2009) has found in their study that to educate the behavioural process of customers with respect to organic food. To identify beliefs of positives and negative attitude on organic food consumers and food choice of consumers. Finally concluded, organic food is influenced by consumer's beliefs that is better for health and the environment. This result may be given world wide education on the benefits of organic food products. Farah AyuniShafie& Denise Rennie (2012) has found in their study that premium price is consumption of organic food. There is no significant correlation between demographic variables (age, income, education) and organic consumers. Securing the domestic supply of organic food may be reduce the price gap. Motivation, beliefs and demographic variables are most criteria of potential of the organic market to increasing the levels of organic food consumption. From this study they concluded human health, food safety, environmental concern along with other sensory attributes like nutritive value, taste, freshness and appearance are growing interest in organic food. Good quality and reasonable price only is not attracted for potential buyer. Also minimum pesticide application is justice. Consumers associated with natural process, environment, animal welfare, non-use of pesticides and fertilizers. Premium price and motivation may supress organic food consumption. Finally concluded to government will take steps for promote consuming organic food. Then only can go for further studies towards the consumer behaviour based on approach in organic food products. Ragavan&mageh (2013) has found his research is the perceptions towards organic foodand the relationship with buyers intention and buyers belief that consuming organic food product. An availability of product, awareness, government support and action, product location alsosupported the consumers to intention the purchased organic products. The perception towards organic products are safety, belief, environment friendly, availability of product information are the major determinants for the consumers purchase intention towards organic products. Structured questionnaire is circulated and collected from 300 consumers from Chennai. Random sampling technique is used for survey. Tan pohleong&Lailypaim (2015) has found their study is aimed to measure the
Adolescents’ attitudes towards organic food: a survey of 15- to 16-year old school children
International Journal of Consumer Studies, 2007
Adolescents are the consumers of tomorrow; therefore policies aimed at increasing organic food consumption should address the needs of this group. To discover their attitudes towards organic food and their knowledge of the subject, a survey among almost 700 school children aged 15–16 years was conducted. Four main groups of questions were used: adolescents’ knowledge of organic food, attitudes, whether they bought organic food and the perceived influences they exerted on the buying patterns of their parents. From the survey it can be concluded that adolescents’ attitudes towards organic food are positive, but their knowledge of and their willingness to buy it are low. Campaigns aimed at encouraging the purchasing of organic food targeted at adolescents should particularly emphasize those characteristics of organic foods that they can relate to their interests and ethical preferences, for example, animal welfare and environmental considerations.
The Marketing Stimuli Factors Influencing Consumers' Attitudes to Purchase Organic Food
The demand for organic food products have increased rapidly in recent years. Among the main factors contributed to the increasing global consumers' demand towards organic food products are food safety concern, health benefits, better quality, higher nutritional value and environmental concern. Therefore, there is a need to explore consumers' behaviour towards organic food products. This study attempts to examine the effects of marketing stimuli factors on consumers' attitudes to purchase organic food in Malaysia. Five key marketing stimuli variables were examined in this study, and they were product attributes, price, availability, sales promotion and marketing communications. This study is based on the results of a survey conducted on a sample of 430 organic food consumers in Malaysia. The structural equation modelling was used for data analysis and six hypotheses were tested. The results showed that three marketing stimuli variables of product attributes, availability and sales promotion have significantly influenced consumers' attitudes of organic food. Subsequently, consumers' attitudes is positively correlated to actual purchase of organic food. There was no significant effect of price and marketing communications on consumers' attitudes of organic food. Based on the findings, marketing stimuli strategies should be focused on creating positive attitude of consumers by increasing consumers' awareness, trust, satisfaction and loyalty towards organic food. In addition, price of organic food should be reduced and more effective communication strategies should be undertaken to enhance consumers' purchase of organic food.
Consumers' perception of the health aspects of organic food
Agricultural Economics (Zemědělská ekonomika), 2013
Organic foods are grown using the principles of organic agriculture that are produced, processed and packaged without using chemicals. They have been accepted due to their several perceived benefits over the conventional food. Health aspects of organic food are, in addition to the ethical, environmental, hedonic and “feel good” aspects, the main benefits that the consumers appreciate in organic food. This paper presents the results of a quantitative survey in the Czech organic food market. By using the factor analysis, it showed that the consumer perception of the health benefits of organic food can be viewed from several different angles. There were found three factors that explain 58.42% of variability, which are, based on their relationship with the original items, interpreted as the “knowledge and responsibility”, “being aware, but lax” and “health is important, but not related to food”. The first factor contains enough knowledge related to the health care, the conviction of the...