Influences of background factors on consumers’ purchase intention in China’s organic food market: Assessing moderating role of word-of-mouth (WOM)

The current study focuses on understanding the factors (subjective norms (SNs), personal attitude, and perceived behaviour control (PBC)) that influence consumer purchase intention regarding organic food from the theory of planned behaviour and health consciousness as an additional factor in Tanzania and Kenya. It further explains the role of knowledge as a moderating variable in organic food purchase intention. A total of 331 responses from Tanzania and 350 responses from Kenya were obtained. Confirmatory factor analysis was applied for validation, and results were analysed using structural equation modeling. SNs, personal attitudes, and health consciousness were found to be significant predictors of organic purchase intention in both countries. Furthermore, findings show that knowledge positively moderates the relationship among SNs, personal attitude, health consciousness, and organic food purchase intention. However, PBC was found to be a weak influencer on consumer purchase intention in Kenya, and no knowledge interaction between PBC and consumer purchase intention in Tanzania was found. The current study theoretically contributes to the literature by introducing the moderating role of knowledge in the relationship. The results show that knowledge interaction increases the effects of the majority of predictors after being introduced in the relationship. Finally, this study provides an understanding of consumers’ perspective regarding their intention to purchase organic foods, which will help stakeholders, such as marketers, retailers, and producers, to achieve marketing strategies for the development of these products.

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Organic food consumption in China: the moderating role of inertia

MATEC Web of Conferences ◽

10.1051/matecconf/201816901019 ◽

2018 ◽

Vol 169 ◽

pp. 01019

Author(s):

Tsai-Fa Yen

Keyword(s):

Food Consumption ◽

Purchase Intention ◽

Structural Equation ◽

Statistical Significance ◽

Organic Food ◽

Taiwan Strait ◽

Equation Modeling ◽

Organic Food Consumption ◽

Moderating Role

Despite the progressive development of the organic food sector across Taiwan Strait, little is known about how consumers’ self congruity will influence organic food decision through various degrees of attitude and whether or not consumers with various degrees of inertia will vary in their intention to buy organic foods. The current study aims to examine the effect of consumption self congruity on behavioral intention related to organic food consumption under the mediating role of attitude as well as the moderating role of inertia. Research data were collected from organic food consumers across Taiwan Strait via a questionnaire survey, eventually obtaining 500 valid questionnaires for analysis. This study tested the overall model fit and hypotheses through structural equation modeling method (SEM). The results show that consumer attitude significantly mediates the effects of self congruity on organic food purchase intention. Moreover, the moderating effect of inertia is statistical significance, indicating that the relationship between attitude and purchase intention becomes weaker in the condition of consumers with higher degree of inertia. Several implications and suggestions are also discussed for organic food providers and marketers.

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Community enterprise consumers’ intention to purchase organic rice in Thailand: the moderating role of product traceability knowledge

British Food Journal ◽

10.1108/bfj-02-2021-0148 ◽

2021 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Harry Jay Cavite ◽

Panya Mankeb ◽

Suneeporn Suwanmaneepong

Keyword(s):

Purchase Intention ◽

Organic Food ◽

Behavioural Control ◽

Content Type ◽

Perceived Behavioural Control ◽

Organic Rice ◽

Intention To Purchase ◽

Community Enterprises ◽

Moderating Role

PurposeOrganic rice forms the largest portion of the Thai organic food market. Because of its increasing popularity, marketers need to better understand consumer behaviour to address emerging concerns regarding product safety and quality and to tailor better marketing strategies relevant to the development of organic rice. As such, this study aims to examine consumers' purchase intention towards organic rice, using traceability information, and to investigate the direct and moderating roles of product traceability knowledge, using the theory of planned behaviour.Design/methodology/approachResponses were collected from 243 organic rice consumers in a farmers' market in Chachoengsao Province, Thailand, following a convenience sampling approach. The gathered data were analysed using structural equation modelling to evaluate the strength of the relationship between the constructs.FindingsThe findings reveal that subjective norms, health consciousness and product traceability knowledge have a significant positive influence on consumers’ intention to purchase organic rice. This study also establishes the moderating role of product traceability knowledge in perceived behavioural control and purchase intention, indicating that elaborated product information through traceability is essential for consumers who feel capable of buying the product. However, the direct effects of attitude and perceived behavioural control are insignificant, indicating the presence of external barriers to the purchase of organic rice, and that people may have a negative attitude towards the product. In addition, the cost perception result reveals that consumers consider price as an indicator of organic product quality, thereby increasing their desirability.Social implicationsThe findings of this study will help community enterprises in Thailand develop a more effective marketing strategy based on the identified motivators of organic rice purchase intention.Originality/valueThis study develops a model that integrates important factors related to organic food consumption to generate a more comprehensive analysis of this mainstream research. To the best of the authors’ knowledge, this is also the first study to investigate the moderating role of product traceability knowledge to obtain a new and more focused understanding of how this factor influences purchase intention when applied explicitly to organic food. Finally, the findings provide theoretical contributions and implications for both the community enterprise and policymakers on developing strategies for organic rice marketing among community enterprises in Thailand.

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Green chicken purchase behavior: the moderating role of price transparency

Management of Environmental Quality An International Journal ◽

10.1108/meq-12-2016-0093 ◽

2017 ◽

Vol 28 (6) ◽

pp. 902-916 ◽

Cited By ~ 7

Author(s):

Morteza Maleki Minbashrazgah ◽

Fatemeh Maleki ◽

Maedeh Torabi

Keyword(s):

Purchase Intention ◽

Organic Food ◽

Purchase Behavior ◽

Actual Behavior ◽

Price Transparency ◽

Content Type ◽

Green Consumption ◽

Food Beliefs ◽

Moderating Role

Purpose Developing green consumption, organic and green meat and poultry consumption have been increased recently. The purpose of this paper is to investigate the effect of food’s sensory characteristics (e.g. organic food beliefs) and non-food factors (e.g. price transparency) on consumers’ green purchase behavior. So, according to the moderating role of price transparency, affecting factors on green chicken purchase intention and behavior are examined. Design/methodology/approach Evaluating the model, the authors used measures from previous research. The authors distributed questionnaire in four chain stores in four different geographical regions in Tehran. The structural model and relations were examined by using Smart PLS 2.0 software to simultaneously estimate the measurement and structural models. Findings Structural equation analysis revealed that level of trust, consumer’s organic food beliefs and perceived environmental responsibility have positive impact on green purchase intention. Also price transparency moderator role confirmed that moderators can affect consumers’ actual behavior. Research limitations/implications As our sample was just from Tehran, the research results may lack generalizability to all people in Iran. Therefore, future researchers are encouraged to retest the proposed model in other cities and also in other countries with different level of economic development. Practical implications This paper includes suggestions for managers and producers to develop green food products consumption especially green chicken. Also it has implications for spreading out green consumption among people with high environmental involvement. Originality/value Despite conducted research, the moderating role of price transparency has been used only rarely to investigate consumers’ green purchase behavior.

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UNDERSTANDING INDONESIAN CONSUMER’S INTENTION TO PURCHASE ORGANIC FOOD PRODUCTS: THE MODERATING ROLE OF PRICE SENSITIVITY

Jurnal Psikologi TALENTA ◽

10.26858/talenta.v6i1.13949 ◽

2020 ◽

Vol 6 (1) ◽

pp. 10

Author(s):

Ghaisa Marin Hartono ◽

Alice Salendu ◽

Eka Gatari

Keyword(s):

Purchase Intention ◽

Organic Food ◽

Food Product ◽

Food Products ◽

Price Sensitivity ◽

Design Strategies ◽

Value Perceptions ◽

Emotional Value ◽

Moderating Role

As climate change is one of the major challenges of our time, green products that benefit sustainable production, such as organic agriculture is not only a trend but a necessity. The purpose of this study was to investigate consumer’s value perceptions and their intentions to purchase organic food products. In addition, the study examined the moderating role of price sensitivity between perceived value and purchase intention. Survey data from 203 people in the Jabotabek were used to test our hypotheses, We found that only one value (emotional) had a significantly positive effect on organic food product purchase intention. The moderating effect of purchase experience was found only on the path between emotional value and organic food product purchase intention. The findings offer implications for academics, practitioners, and marketers in determining strategies that encourage people to purchase organic food products. We conclude that marketers should design strategies that maximize the emotional value of organic food products.

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Understanding the Antecedents of Organic Food Consumption in Pakistan: Moderating Role of Food Neophobia

International Journal of Environmental Research and Public Health ◽

10.3390/ijerph16204043 ◽

2019 ◽

Vol 16 (20) ◽

pp. 4043 ◽

Cited By ~ 6

Author(s):

Ahsan Akbar ◽

Saqib Ali ◽

Muhammad Azeem Ahmad ◽

Minhas Akbar ◽

Muhammad Danish

Keyword(s):

Food Consumption ◽

Purchase Intention ◽

Organic Food ◽

Purchase Behavior ◽

Equation Modeling ◽

Future Research ◽

Food Neophobia ◽

Organic Food Consumption ◽

Moderating Role

Environmental and health problems have increased the interest of researchers and practitioners in investigating the factors that affect organic food consumption. However, little attention has been paid to the actual organic food buying behavior, particularly in developing countries like Pakistan. Therefore, the aim of the present study is to determine the actual buying patterns of consumers. For this purpose, a conceptual model based on green perceived value framework which predicts consumer’s purchase intention and purchase behavior has been empirically tested. Likewise, moderating role of food neophobia has also been explored. Data is collected from millennials that are under rated but constitute the most important consumer segment in Pakistan. Structural Equation Modeling (SEM) is employed to analyze the data. Results from 221 university students reveal that functional value, social value, emotional value, and conditional value positively influence the consumer purchase intention. Moreover, purchase intention is positively linked to the consumer purchase behavior of organic food. Furthermore, the study findings also confirm the moderating role of food neophobia between purchase intention and consumption of organic food. This paper depicts some noteworthy insights of consumer behavior for organic food producers, marketers, and researchers. At the end, limitations and recommendations for future research are elaborated.

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