Are trust and consumption values important for buyers of organic food? A comparison of regular buyers, occasional buyers, and non-buyers

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

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Propensity to Purchase Organic Food

Handbook of Research on Developing Circular, Digital, and Green Economies in Asia - Advances in Finance, Accounting, and Economics ◽

10.4018/978-1-7998-8678-5.ch009 ◽

2022 ◽

pp. 164-178

Author(s):

Khairul Nizam Mahmud ◽

Asmat-Nizam Abdul-Talib

Keyword(s):

Consumer Behavior ◽

Food Consumption ◽

Organic Food ◽

Healthy Lifestyles ◽

Social Emotional ◽

Organic Foods ◽

Consumption Values ◽

Consumer Values ◽

Organic Food Consumption ◽

The Impact

Organic food is becoming popular among today's millennial consumers because of increased awareness of healthy lifestyles. Scholars and practitioners attempt to understand what drives consumers to purchase organic foods toward developing market domination strategies and tactics. Since organic food tends to be more expensive than non-organic, this study aims to analyze the impact of consumer values on their tendency to buy organic food. Consumption values are an important factor that could drive consumer behavior and their preferences for goods or services. Consumption values are defined in terms of the required benefits from the purchase and consumption of the preferred products. Sheth, Newman, and Gross defined consumption values in terms of practical, social, emotional, epistemic, and conditional values.

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The Defining Role of Environmental Self-Identity among Consumption Values and Behavioral Intention to Consume Organic Food

International Journal of Environmental Research and Public Health ◽

10.3390/ijerph16071106 ◽

2019 ◽

Vol 16 (7) ◽

pp. 1106 ◽

Cited By ~ 12

Author(s):

Haroon Qasim ◽

Liang Yan ◽

Rui Guo ◽

Amer Saeed ◽

Badar Ashraf

Keyword(s):

Behavioral Intention ◽

Sustainable Consumption ◽

Organic Food ◽

Positive Influence ◽

Self Identity ◽

Consumption Values ◽

Functional Value ◽

Food Market ◽

Emotional Value

Consumption values and self-identity are the essential antecedents of consumer sustainable behavior. By integrating the theory of consumption values and self-identity approach, this research explores the relationship among consumption values (functional, social, conditional, epistemic and emotional), environmental self-identity and the behavioral intention to consume organic food. The data was collected from 406 organic food consumers through a structured questionnaire in Lahore (Pakistan). Using the PLS-SEM approach, we find that conditional value, emotional value, epistemic value, and functional value quality have a significant positive influence on consumers’ behavioral intention to consume organic food. We further find that environmental self-identity significantly mediates the structural relationship between consumption values and the behavioral intention to consume organic food. Our results imply that the interventions targeting environmental self-identity are a promising way to promote sustainable consumption behavior. Our findings also have important implications for the development of the organic food market based on consumption values and self-identities.

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The Impact of Personal Consumption Values and Beliefs on Organic Food Purchase Behavior

Journal of Food Products Marketing ◽

10.1300/j038v11n04_05 ◽

2006 ◽

Vol 11 (4) ◽

pp. 63-76 ◽

Cited By ~ 34

Author(s):

James E. Finch

Keyword(s):

Organic Food ◽

Purchase Behavior ◽

Food Purchase ◽

Consumption Values ◽

Personal Consumption ◽

Values And Beliefs ◽

The Impact

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Impact of consumption values on consumers’ purchase of organic food and green environmental concerns

Social Responsibility Journal ◽

10.1108/srj-01-2021-0026 ◽

2021 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Norazah Mohd Suki ◽

Abdul Majeed ◽

Norbayah Mohd Suki

Keyword(s):

Explanatory Power ◽

Organic Food ◽

Food Products ◽

Business Owners ◽

Equation Modeling ◽

Environmental Concerns ◽

Simultaneous Estimation ◽

Content Type ◽

Consumption Values ◽

The Impact

Purpose This study aims to examine the impact of consumption values on consumers’ purchase of organic food and green environmental concerns. Additionally, the relationships between green environmental concerns and consumers’ purchase of organic food are investigated. Design/methodology/approach A self-administered questionnaire was distributed to 500 consumers with experience in purchasing organic food in Pakistan. The covariance-based structural equation modeling (CB-SEM) technique was used for the data analysis using the Analysis of Moments Structure software version 23. The CB-SEM technique allows for the simultaneous estimation of all relationships. Findings The CB-SEM technique reveals that of the 11 hypotheses tested, social value heavily influences consumers’ green environmental concerns. Moreover, consumers’ purchase of organic food is greatly impacted by conditional value. Consumers purchase organic food for their daily needs because they feel responsible for preserving and protecting the environment against global warming and its associated threats. This green purchasing behavior actually leads to better social approval, through its ability to impress others. Practical implications Organizations and business owners should address green environmental concerns by seriously applying organic methods in the process of production, processing, packaging and selling of organic food products. Such organic practices would enable organizations and business owners to produce organic food products that are free from chemicals. Originality/value The inclusion of consumption values strengthens the explanatory power of the proposed model in the context of Pakistani consumers’ purchase of organic food and green environmental concerns simultaneously. This study therefore adds new and substantial insights into the marketing theory.

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