Certification label and fresh organic produce category in an emerging country: an experimental study on consumer trust and purchase intention

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Eluiza Alberto de Morais Watanabe ◽  
Solange Alfinito ◽  
Luisa Lourenço Barbirato
Keyword(s):  
Purchase Intention ◽  
Organic Food ◽  
Consumer Trust ◽  
Content Type ◽  
Future Studies ◽  
Organic Certification ◽  
Dependent Variables ◽  
Emerging Country ◽  
Organic Food Consumption ◽  
Organic Produce

PurposeOrganic food consumption is growing, increasing the need for studies investigating the importance of organic certification labels in emerging countries. The research aims to identify the influence of certification labels and fresh organic produce categories (greenery, vegetable or fruit) on consumer trust and purchase intention.Design/methodology/approachAn online experimental survey 3 × 3 was administered among 349 Brazilian consumers. Certification label and fresh organic produce category were designated as independent variables and manipulated to explore consumer trust and purchase intention. The authors performed a multivariate covariance analysis (MANCOVA) to analyze the data.FindingsResults show that the certification label does not directly affect the dependent variables. It acts as a moderator and indirectly affects both consumer trust and purchase intention. Moreover, depending on the fresh organic produce category considered (greenery, vegetable or fruit), consumer trust changes. Sociodemographic characteristics, age and household income are also important. Finally, the greater the purchase frequency (the main predictor of the model), the greater the purchase intention and consumer trust.Originality/valueThe study contributes to deepen and expand studies involving organic food and to pave the way for future studies that aim to investigate the importance of certification labels of organic foods for consumers.

Message framing and consumer responses to organic seafood labeling

2015 ◽  
Vol 117 (5) ◽  
pp. 1547-1563 ◽  
Author(s):  
Courtney Cucchiara ◽  
Soyeon Kwon ◽  
Sejin Ha
Keyword(s):  
Purchase Intention ◽  
Message Framing ◽  
Organic Food ◽  
Individual Characteristics ◽  
Purchase Decision ◽  
Target Market ◽  
Content Type ◽  
The Usa ◽  
Perceived Consumer Effectiveness ◽  
Organic Food Consumption

Purpose – The purpose of this paper is to examine the effects of different label-message formats (positively vs negatively framed messages) on consumers’ purchase intentions in an organic seafood shopping setting, along with the moderating effects of two individual characteristics (purchase-decision involvement and perceived consumer effectiveness (PCE)) on the message-framing performance. Design/methodology/approach – Data were gathered from 1,698 consumers of a supermarket chain in the northeast region of the USA using a web-based experiment. Findings – Results of this study support the superiority of a positively framed message over a negatively framed message in persuading consumers to buy organic food. In addition, this effect of framing on persuasion is contingent upon different levels of consumer purchase-decision involvement as well as PCE concerning organic products. Practical implications – This study offers managerial implications for marketers and retailers, messages appealing the environmental and health benefits of organic seafood consumption (positively framed arguments) would be more persuasive to increase consumer purchase intention than negatively framed ones. In addition, individual characteristics of their target market should be taken into account in communication design and implementation. Originality/value – This survey research offers insights into the organic food consumption literature by validating the applicability of message framing in the organic seafood labelling setting and identifying consumers’ individual characteristics (purchase-decision involvement regarding organic seafood and PCE) moderating the message framing effectiveness.

Perceived value, trust and purchase intention of organic food: a study with Brazilian consumers

2020 ◽  
Vol 122 (4) ◽  
pp. 1070-1184 ◽  
Author(s):  
Eluiza Alberto de Morais Watanabe ◽  
Solange Alfinito ◽  
Isabelle Cristina Galindo Curvelo ◽  
Kavita Miadaira Hamza
Keyword(s):  
Latent Variables ◽  
Purchase Intention ◽  
Structural Equation ◽  
Organic Food ◽  
Perceived Value ◽  
Consumer Trust ◽  
Equation Modeling ◽  
Future Research ◽  
Content Type ◽  
Food Market

PurposeThe consumption of organic food grows worldwide, increasing the need of studies seeking to understand factors influencing its consumption. To extend the understanding of organic food market, the present research seeks to explore the effect of perceived value on consumer trust and purchase intention in Brazil.Design/methodology/approachA survey with 274 Brazilian consumers of organic food was carried out. Perceived value was measured through four dimensions: functional, economic, social and emotional. The convergent and discriminant validities of latent variables were confirmed. The relationships among them were tested using structural equation modeling.FindingsThe results indicate that functional and emotional values positively affect consumer trust and that only emotional value motivates purchase intention. The trust had no direct influence on purchase intention. Thus, the perceived value is an important aspect in the prediction of trust and purchase intention among Brazilian consumers.Originality/valueThe identified results enlarge the understanding of Brazilian organic food market and consumer behavior and point out some opportunities for future research involving the subject.

scholarly journals Purchase intention of organic food under the influence of attributes, consumer trust and perceived value

2019 ◽  
Vol 26 (3) ◽  
pp. 198-211 ◽  
Author(s):  
Isabelle Cristina Galindo Curvelo ◽  
Eluiza Alberto de Morais Watanabe ◽  
Solange Alfinito
Keyword(s):  
Linear Regression ◽  
Purchase Intention ◽  
Quantitative Research ◽  
Organic Food ◽  
Negative Relationship ◽  
Perceived Value ◽  
Consumer Trust ◽  
Organic Foods ◽  
Content Type ◽  
Emotional Value

Purpose The consumption of organic food increases worldwide, which raises the need for studies that try to understand the variables that affect the consumption of this kind of food. The purpose of this paper is to analyze the influence of attributes, consumer trust and perceived value on purchase intention of organic food. Design/methodology/approach A descriptive quantitative research was conducted through a survey of 247 valid cases of organic food consumers. For the purposes of analysis, exploratory factorial and linear regression analyzes were chosen. Findings Exploratory factor analysis showed that all tested constructs were valid for the Brazilian context. Linear regression analyses showed that emotional value, consumer trust and the attribute “sensory appeal” affect the purchase intention of organic food. Emotional value had a stronger relationship and sensory appeal showed a negative relationship with purchase intention. Practical implications Research results can help managers increase the likelihood of buying organic foods through strategic marketing management focused on emotional value and sensory appeal factors. Originality/value The study offers value to the study of organic foods in view that this theme is not much explored in the Brazilian scenario even with the market in an increasing pattern, as well as the combination of perceived value, attributes, trust and purchase intention as variables in a single prediction model.

Young consumers' purchase intention toward organic food: exploring the role of mindfulness

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Alok Tewari ◽  
Smriti Srivastava ◽  
Divya Gangwar ◽  
Vimal Chandra Verma
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Behavioral Control ◽  
Organic Food ◽  
Equation Modeling ◽  
Perceived Behavioral Control ◽  
Content Type ◽  
Young Consumers ◽  
The Government

PurposeThe role of mindfulness in influencing green behaviors has been recognized in literature though it has not been explored sufficiently in the context of organic food. This study makes an attempt to explore the role of mindfulness in influencing young consumers' purchase intention (PI) toward organic food in India.Design/methodology/approachA total of 348 useable responses were collected through an intercept survey at organic food stores using a purposive sampling approach. Data analysis was carried out through structural equation modeling.FindingsMindfulness emerged as a significant predictor of behavioral intention. Further, the specific indirect effects of mindfulness through attitude, perceived behavioral control (PBC), drive for environmental responsibility (DER) and label reference willingness (LRW) were also significant.Originality/valueThis research is one of the initial efforts to link mindfulness with PI for organic food. The results could help the government and marketers tap onto the potential of mindfulness with regard to environment-friendly products and frame appropriate strategies for stimulating the demand for organic food in India

Impact of organic and “protected designation of origin” labels in the perception of olive oil sensory quality

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sara Spognardi ◽  
Domenico Vistocco ◽  
Lucio Cappelli ◽  
Patrizia Papetti
Keyword(s):  
Olive Oil ◽  
Purchase Intention ◽  
Virgin Olive Oil ◽  
Blind Test ◽  
Physical Point ◽  
Content Type ◽  
Organic Certification ◽  
Olive Oils ◽  
Protected Designation Of Origin ◽  
The Impact

PurposeInvestigate the behaviour and the habits of the consumers from central-southern Italy in relation to extra olive oil consumption, focussing on the impact of protected designation of origin (PDO) and EU–organic certification on purchase intention and quality perception.Design/methodology/approachA specific questionnaire was submitted to 160 consumers; a subsample of ten experts, ten semi-experts and ten habitual consumers of olive oil tested, through a blind test first and a normal one then, three Italian samples: an extra-virgin olive oil (EVOO) without certification, an organic EVOO and a PDO EVOO, which were characterised also from a chemical-physical point of view. The answers provided during the tastings were statistically analysed and compared.FindingsPeople interviewed prefer local olive oils; they are positively influenced by PDO/organic certification, while price is not a decisive factor on the purchasing choices. According to tasting panel results: experts gave consistent answers preferring organic olive oil, semi-experts are positively influenced by the PDO brand contrary to what they claimed; non-experts would buy EVOO, although they are positively influenced by the PDO brand and negatively by the organic certification.Practical implicationsOnly knowledge and experience can aid consumers make consistent and aware choices. Information campaigns could help them to distinguish products, correctly identify food attributes and overcome their scepticism towards quality of organic products.Originality/valueFew works investigated the impact of quality and sustainability labelling on perception of olive oils, valuing the consistency between answers provided before and after sensory assessments.

scholarly journals Association Between Organic Food Consumption and Breast Cancer Risk: Findings from the Sister Study (P18-038-19)

2019 ◽  
Vol 3 (Supplement_1) ◽  
Author(s):  
Yong-Moon Mark Park ◽  
Alexandra White ◽  
Nicole Niehoff ◽  
Katie O'Brien ◽  
Dale Sandler
Keyword(s):  
Breast Cancer ◽  
Breast Cancer Risk ◽  
Cancer Risk ◽  
Food Consumption ◽  
Menopausal Status ◽  
Organic Food ◽  
Organic Foods ◽  
Organic Food Consumption ◽  
Organic Produce ◽  
Diet Score

Abstract Objectives Diet is a source of exposure to pesticides. Organic food consumption may lower cancer risk, possibly due to decreased exposure to pesticides. Few studies have investigated the association between organic food consumption and cancer risk and evidence on the risk of breast cancer is limited. Methods We used data from 39,563 Sister Study participants aged 35 to 74 years who enrolled in 2003–2009 and had information available on frequency of organic food consumption. Participants reported their consumption of organic produce, meat, and dairy during the past 12 months as never, less than half the time, about half the time, and more than half the time. An organic diet score was calculated by assigning scores of 0, 1, 2 and 3 for increasing consumption proportions and summing across foods (maximum score 9). We used Cox proportional hazards models to estimate adjusted hazard ratios (HR) and 95% confidence intervals (CI) for breast cancer associated with ever consuming organic foods and organic diet scores, adjusting for potential confounders, including known risk factors for breast cancer. Results At baseline, 61.8% of women reported ever eating organic produce, meat, or dairy. We identified 2336 incident breast cancers diagnosed at least 1 year after enrollment (mean follow-up 9.0 years). Any organic food consumption was inversely associated with breast cancer (HR: 0.87 [95% CI, 0.80–0.95]), especially estrogen receptor negative cancer (HR: 0.77 [95% CI, 0.61–0.98]). There was no trend with increasing organic diet score based on all organic food types. Consumption of organic produce half or more than half the time was associated with reduced risk of breast cancer compared to no organic produce consumption (HR: 0.87 [95% CI, 0.77–0.99]). There was no trend for organic dairy or meat consumption. In stratified analyses, associations did not differ by demographics, obesity, menopausal status, lifestyle characteristics, cancer screening, or degree of family history. Conclusions Although unmeasured factors associated with consuming organic foods may explain these results, organic produce consumption was associated with reduced breast cancer risk. Funding Sources National Institute of Environmental Health Sciences.

Information asymmetry, third party certification and the integration of organic food value chain in China

2019 ◽  
Vol 12 (1) ◽  
pp. 20-38 ◽  
Author(s):  
Jiang Zhao ◽  
Ksenia Gerasimova ◽  
Yala Peng ◽  
Jiping Sheng
Keyword(s):  
Information Asymmetry ◽  
Value Chain ◽  
Food Supply ◽  
Product Information ◽  
Organic Food ◽  
Raw Milk ◽  
Third Party ◽  
Content Type ◽  
Organic Certification ◽  
Food Value

Purpose The purpose of this paper is to discuss characteristics of organic food value chain governance and policy tools that can increase the supply of good quality of agri-products. Design/methodology/approach This paper discusses a national organic food supply system in China, identifying the link between an organization form with a social confidence crisis and information asymmetry as the main challenges. It develops an analytical model of the market structure of organic certification based on the contract theory, which considers the certification incentive driven by both farmers and processors. Two cases of raw milk producers and processors provide empirical data. Findings The argument which is brought forward is that product information asymmetry together with strict requirement for ensuring organic food integrity brings the organic milk value chain into a highly integrated organization pattern. A tight value chain is effective in the governance of organic food supply chain under third party certification (TPC), while a loose value chain discourages producing organic products because of transaction costs. TPC is found to be a positively correlation with a tight value chain, but it brings high organizational cost and it raises cost for consumers. Originality/value This is the first paper discussing the governance of organic food value chain in Chinese milk industry.

Differences between organic and conventional leafy green vegetables perceived by university students

2019 ◽  
Vol 121 (7) ◽  
pp. 1579-1591 ◽  
Author(s):  
Diogo Thimoteo Da Cunha ◽  
Adriane Elisabete Costa Antunes ◽  
Julia Gabriela Da Rocha ◽  
Talita Gaspar Dutra ◽  
Catarina Vezetiv Manfrinato ◽  
...  
Keyword(s):  
University Students ◽  
Organic Food ◽  
Organic Production ◽  
Blind Test ◽  
Cross Sectional ◽  
Content Type ◽  
Students First ◽  
Likert Scale Response ◽  
Cross Sectional Design ◽  
Organic Food Consumption

Purpose The purpose of this paper is to evaluate perceived sensory differences of organic and conventional leafy green vegetables through three sensory tests – blind, informed and inverted and the willingness to buy (WTB) them, and associated factors of organic food consumption by these students. Design/methodology/approach The research had a cross-sectional design with university students. First, a questionnaire with 16 statements was presented to 233 consumers with a five-point Likert scale response. The assertions were categorized into five domains: trust in organic production; trust in conventional production; positive attitude to organic; affordable price; and perceived quality. Afterwards, a hedonic scaling was conducted with 150 consumers, 50 in each type of test with conventional and organic leafy green vegetables: lettuce (Lactuca sativa L.); kale (Brassica oleracea L.); common chicory (Cichorium intybus); and endive (Cichorium endivia). Visual aspect, taste, texture, bitterness and overall liking for all samples were evaluated on a nine-point hedonic scale. Findings In general, the participants did not perceive sensory differences during the blind test, but when the information about the vegetables was provided, higher scores were obtained by those products labelled as organic in the informed test and in the inverted test (conventional labelled as organic). This effect was higher for students with stronger attitudes towards organic food. These results indicated that the perceived differences between organic and conventional leafy green by university students tended to be attitudinal and, therefore, can be greatly influenced by the information provided with the product. Originality/value This research showed that university students were influenced by the organic label, revealing their sensory perception about vegetables. This study had multiple methodological approaches, including hedonic scaling and consumers’ WTB. This combination allowed identifying the students’ attitudinal tendency in relation to their sensory perceptions of organic green leafy green vegetables.

Influences on the intention to buy organic food in an emerging market

2017 ◽  
Vol 35 (7) ◽  
pp. 858-876 ◽  
Author(s):  
Emerson Wagner Mainardes ◽  
Diana Von Borell de Araujo ◽  
Sarah Lasso ◽  
Daniel Modenesi Andrade
Keyword(s):  
Purchase Intention ◽  
Emerging Market ◽  
Personal Values ◽  
Organic Food ◽  
Content Type ◽  
Openness To Change ◽  
Intention To Purchase ◽  
Significant Relationships ◽  
Self Transcendence ◽  
The Relationship

Purpose The purpose of this paper is to investigate the relationship between personal values and attitudes in an emerging market. And the authors verified whether the attitude plays a mediating role between personal values and the intention to purchase these products in the same market. Design/methodology/approach Two surveys were conducted with consumers of organic food in Brazil. The first study was conducted at two organic products fairs and obtained 385 responses. The second study was conducted on the internet and obtained 270 responses. The Portrait Values Questionnaire 21, plus attitude scales and purchase intent regarding organic food, was used. Data were analysed using structural equation modelling. Findings Significant relationships were found between personal values, such as openness to change (positive influence), conservation (positive), self-promotion (positive) and self-transcendence (negative). Significant relationships were also found between three personal values and the purchase intention of organic food (conservation – positive, self-promotion – positive and self-transcendence – negative), with all of them being mediated by attitude. The effect of openness to change on purchase intention was indirect, being mediated by attitude. Originality/value The authors noticed two theoretical gaps. The first involves the need to explore the attitude as a mediator in the relationship between the human values proposed by Schwartz (1992, 1994) and the intention to purchase organic food. Another perceived gap was pointed out by Steenkamp et al. (1999), Burgess and Steenkamp (2006) and Sheth (2011). These authors argue that consumption is different in emerging markets to that in more mature markets. This limits the ability to generalise consumer studies conducted in developed countries. This reasoning also applies to organic food.

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