Unraveling the mechanism to develop health consciousness from organic food: a cross-comparison of Brazilian and Spanish millennials

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Arnold Japutra ◽  
Murilo Vidal-Branco ◽  
Elena Higueras-Castillo ◽  
Sebastian Molinillo
Keyword(s):  
Food Safety ◽  
Willingness To Pay ◽  
Food Consumption ◽  
Safety Concern ◽  
Organic Food ◽  
Content Type ◽  
Health Consciousness ◽  
Affective Stimuli ◽  
Organic Food Consumption ◽  
The Impact

PurposeThe aim of this study is to analyze the drivers of health consciousness related to millennials’ organic food consumption and the impact of health consciousness on millennials’ willingness to pay premium through a cross-cultural study.Design/methodology/approachA comparative analysis was conducted in two countries (Brazil vs Spain). Based on the stimuli-organism-response framework, the authors present a conceptual model to investigate the relationship between cognitive and affective stimuli (i.e. natural content, value for money, sensorial appeal, price fairness, trend, emotional appeal and food safety concern) and customers’ health consciousness with the mediating effect of food safety concern and their impact on the customers’ response (i.e. willingness to pay premium). A survey and a structural equation approach are applied.FindingsThe results show that cognitive and affective stimuli and food safety concern improve millennials’ health consciousness and, consequently, their willingness to pay a premium price for organic food. The results present a high validity correlation of constructs with significant differences between the two countries.Originality/valueThe originality of this study lies in the comparison of drivers of health consciousness and their impact on organic food consumption among millennials from two countries (developed vs developing). This work contributes to the study of organic food consumption with an analysis of the impact of seven drivers on health consciousness and its relationship with willingness to pay premium in a cross-comparison of Brazilian and Spanish millennials.

Feeling guilty and willingness to buy organic food: the moderating role of motherhood

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Faruk Anıl Konuk
Keyword(s):  
Food Safety ◽  
Structural Equation ◽  
Environmental Concern ◽  
Safety Concern ◽  
Organic Food ◽  
Equation Modeling ◽  
Content Type ◽  
Willingness To Buy ◽  
The Impact

PurposeThe main purpose of the study is to examine the moderating influence of motherhood on the linkage between feeling guilty and willingness to buy organic food.Design/methodology/approachThe data were collected using a questionnaire from female consumers and analyzed with structural equation modeling.FindingsThe structural equation model results revealed that food safety concern and environmental concern influence feeling guilty about buying conventional food products. The empirical findings also supported the positive effect of feeling guilty on willingness to buy organic food. Additionally, for mother consumers, the impact of food safety concern and environmental concern on feeling guilty was greater than non-mother consumers. Similarly, moderator analyses revealed that the influence of feeling guilty on willingness to buy organic food is significantly higher for mothers.Originality/valueReferring to the attitude-behavior-context (ABC) theory, the current research aimed at filling the knowledge void by examining how motherhood moderates the relationship between feeling guilty and willingness to buy organic food. Hence, understanding the moderation role of motherhood provides newer insights into consumer behavior and marketing literature. The results of the research can help both organic food producers and retailers to develop successful marketing strategies.

The role of environmentally conscious purchase behaviour and green scepticism in organic food consumption

2018 ◽  
Vol 120 (10) ◽  
pp. 2411-2424 ◽  
Author(s):  
Ursa Golob ◽  
Mateja Kos Koklic ◽  
Klement Podnar ◽  
Vesna Zabkar
Keyword(s):  
Social Norms ◽  
Food Consumption ◽  
Structural Equation ◽  
Online Survey ◽  
Organic Food ◽  
Environmentally Conscious ◽  
Content Type ◽  
Organic Food Consumption ◽  
The Impact

Purpose Despite numerous scholarly attempts, there is a lack of consensus regarding the relevance of various factors used to promote organic food consumption. The purpose of this paper is to assess the impact of environmentally conscious purchase behaviour (ECPB) and green scepticism on organic food consumption. Moreover, the paper examines the indirect impact of attitudinal and contextual forces on organic food consumption (through ECPB). Design/methodology/approach The paper develops a conceptual model of organic food consumption. Data were collected through an online survey on a sample of 462 consumers in Slovenia. Structural equation modelling was used to test the hypothesised relationships. Findings The findings indicate that ECPB positively and green scepticism negatively affects organic food consumption. In addition, ECPB is positively influenced by personal and social norms, perceived availability and consumer sustainability orientation. Interestingly, the social norms exert the strongest indirect effect on organic food consumption. Research limitations/implications This study informs organic food producers and policy makers about the relative importance of ECPB and scepticism for increasing organic food consumption. It also highlights the role of general attitudinal and contextual factors for ECPB and organic food consumption. Originality/value The proposed model enables a better understanding of the relevance of ECPB, its antecedents and green scepticism as (direct or indirect) determinants of organic food consumption.

An analysis of purchase intentions toward organic food on health consciousness and food safety with/under structural equation modeling

2016 ◽  
Vol 118 (1) ◽  
pp. 200-216 ◽  
Author(s):  
Shu-Yen Hsu ◽  
Chiao-Chen Chang ◽  
Tyrone T. Lin
Keyword(s):  
Food Safety ◽  
Structural Equation ◽  
Safety Concern ◽  
Organic Food ◽  
Purchase Intentions ◽  
Equation Modeling ◽  
Content Type ◽  
Subjective Knowledge ◽  
Health Consciousness ◽  
Positive Effect

Purpose – The purpose of this paper is to investigate the influences of natural content, food safety concern, health consciousness, and subjective knowledge on attitudes towards organic food and purchase intentions. Design/methodology/approach – Samples are collected in Taiwan from April to May 2014 with a total of 252 returned effective questionnaires. The data are analyzed by structural equation modeling. Findings – The results show that food safety concern and subjective knowledge have a significantly positive impact on attitudes towards organic food and purchase intentions, and natural content has a significantly positive effect on attitudes towards organic food. Moreover, it also shows that health consciousness and attitudes towards organic food have a significantly positive effect on purchase intentions. This study has found that subjective knowledge of organic food, health consciousness, and food safety concern are important factors impacting organic food purchase intentions. Practical implications – This study provides organic industry to understand the consumer’s demand from the consumers’ perspective and as a basis for the future development of organic food. Originality/value – The study results will provide a reference for the agricultural department of the government and the organic food promotion and education of organic food producers.

Propensity to Purchase Organic Food

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.

scholarly journals Effective Segmentation of Organic Food Consumers in Vietnam Using Food-Related Lifestyles

2019 ◽  
Vol 11 (5) ◽  
pp. 1237 ◽  
Author(s):  
Le Van Huy ◽  
Mai Chi ◽  
Antonio Lobo ◽  
Ninh Nguyen ◽  
Phan Long
Keyword(s):  
Cluster Analysis ◽  
Food Safety ◽  
Food Consumption ◽  
Environmental Sustainability ◽  
Positive Attitude ◽  
Organic Food ◽  
Market Segments ◽  
Organic Food Consumption ◽  
Food Safety And Quality ◽  
Practical Implications

The consumer purchase of environmentally friendly products like organic food is essential to environmental sustainability. This study applies the unique food-related lifestyles (FRL) approach to segment organic food consumers in Vietnam, a country in which there is increasing concern about food safety and quality. The FRL model was intentionally selected because it enables better understanding of how consumers employ food and its culinary aspects to achieve certain values in their lives. Data were obtained from 203 organic food consumers, and a two-step cluster analysis established three identifiable market segments which we named “Conservatives”, “Trendsetters”, and “Unengaged”. The Conservatives were interested in the health aspects of food and preferred natural products. The Trendsetters were interested in healthy food, liked to cook, and held a positive attitude toward organic food and local food products. The Unengaged consumers were not concerned about food-related issues, and they reported the least consumption of organic food. The findings of this study have important academic and practical implications for marketers, policymakers, organizations dealing with food, and socio-environmental organizations that aim to promote organic food consumption. Importantly, marketing efforts should focus on enhancing consumers’ knowledge about organic food and their love of cooking, as well as ensuring adequate availability of organic food.

scholarly journals Attitudes and young consumers’ organic food purchasing intentions

2020 ◽  
Vol 1 (1) ◽  
Author(s):  
Nguyen Kim Nam ◽  
Nguyen Thi Hang Nga
Keyword(s):  
Food Consumption ◽  
Environmental Concern ◽  
Environmental Behavior ◽  
Organic Food ◽  
Equation Modeling ◽  
Perceived Effectiveness ◽  
Food Purchasing ◽  
Young Consumers ◽  
Organic Food Consumption ◽  
The Impact

The purpose of this study is to examine the impact of attitudes on young consumers’ organic food purchasing intentions. The attitude factor in this regard is attitudes towards environment in general and towards organic food consumption behaviors in particular. The results of structural equation modeling (SEM) analysis showed that environmental attitude and environmental concern have a direct impact on organic food purchasing intentions and an indirect impact through attitudes towards organic food. In addition, perceived effectiveness of environmental behavior is also an explanatory factor of consumption intentions of organic food by young consumers. The findings suggest that managers and administrators should concentrate not only on consumers’ attitudes toward organic food but also on environmental attitudes, environmental concern, perceived effectiveness of environmental behavior in order to promote organic food consumption by young consumers.

Exploring the role of transaction costs in the intensity of organic food consumption in Brazil

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Andrei Cechin ◽  
Jean Pierre Passos Medaets ◽  
Armando Fornazier ◽  
Ana Carolina Pereira Zoghbi
Keyword(s):  
Transaction Costs ◽  
Food Consumption ◽  
Economic Value ◽  
Health Benefits ◽  
Organic Food ◽  
Logistic Models ◽  
Multinomial Regression ◽  
Online Questionnaire ◽  
Content Type ◽  
Organic Food Consumption

PurposeOrganic food has additional quality attributes compared to those found in conventional food, such as environmental responsibility and health benefits. Information about these attributes is scarce and complex, the assortment of organic foods is deficient and there are fewer places that sell this kind of food. These factors increase the uncertainty and the transaction costs (TCs) for potential organic fresh fruit and vegetable (FFV) consumers. This paper aims to show the influence of these costs on the intensity of organic FFV consumption, particularly among high-income consumers.Design/methodology/approachThe empirical strategy was based on a survey, and data were collected by administering a structured online questionnaire among residents of the Brazilian Federal District. Organic food consumption was decomposed into three different intensity categories. Data analysis was based on two logistic models, a multinomial regression and an ordered regression, where perceived economic value and different dimensions of TCs were the main independent variables, and the intensity of organic food consumption was the dependent variable.FindingsThe results show that organic food consumers are not a homogeneous group, and that perceived economic value and the TCs associated with searching for marketplaces, inadequate product assortment and distrust in health benefits and in organic authenticity are important inhibitors of organic FFV consumption and help explain the intensity of consumption.Originality/valueThis study innovates, as it takes a post-purchase approach, examines different groups based on the intensity of their consumption of organic FFV and focuses on perceived economic value and TCs as important explanations of the intensity of organic FFV consumption.

The effects of consumer consciousness, food safety concern and healthy lifestyle on attitudes toward eating “green”

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Booi Chen Tan ◽  
Teck Chai Lau ◽  
Abdullah Sarwar ◽  
Nasreen Khan
Keyword(s):  
Food Safety ◽  
Healthy Lifestyle ◽  
Safety Concern ◽  
Content Type ◽  
Mediating Role ◽  
Health Consciousness ◽  
Sales And Marketing ◽  
Health Related ◽  
Relationship Of

PurposeThe purpose of this study is to propose a research framework to examine the effects of consumer consciousness, food safety concern and healthy lifestyle on the attitudes toward eating “green” simultaneously in a single study. Besides, the mediating role of healthy lifestyle in forming a positive attitude toward eating “green” is also examined in this study.Design/methodology/approachA questionnaire-based approach was applied in this study. The unit of analysis was individual consumer (aged 18 years and above) who lived in Klang Valley, Malaysia. PLS-SEM was used to test the structural relationship of the constructs in the model based on the 300 useable data collected.FindingsThe results indicated that health consciousness, food safety concern and healthy lifestyle have a significant effect on attitudes toward eating “green”, whereas environmental and price consciousness did not have such effect. A healthy lifestyle also mediates the relationship between health consciousness and attitude toward eating “green”. An individual’s healthy lifestyle that focused on physical health-related activities will increase the effect of consumer health consciousness on their attitudes toward eating “green”.Practical implicationsThe outcome of this study provided deeper insights for firms to assess the feasibility of entering or expanding their operations in the green market with more enduring and effective sales and marketing strategies.Originality/valueConsumers’ acceptance of or resistance toward organic food had become the centre of the research focus by the academician and the industrial practitioners over the years, despite the inconsistencies of the results obtained to predict such behavior. In this study, besides examining the direct effect of the proposed variables on the attitudes toward eating “green”, the mediating role of a healthy lifestyle in forming such attitudes was also examined.

scholarly journals The Potential Influence of Organic Food Consumption and Intention-Behavior Gap on Consumers’ Subjective Wellbeing

Foods ◽  
2020 ◽  
Vol 9 (5) ◽  
pp. 650 ◽  
Author(s):  
Diana Ismael ◽  
Angelika Ploeger
Keyword(s):  
Food Consumption ◽  
Subjective Wellbeing ◽  
Negative Impact ◽  
Positive Impact ◽  
Organic Food ◽  
Food Samples ◽  
Physical Conditions ◽  
Research Findings ◽  
Organic Food Consumption ◽  
The Impact

This paper applied a self-administered survey to investigate the impact of organic food behavior and the intention-behavior gap in organic food consumption (OIBG) on consumers’ subjective wellbeing including physical, emotional, social and intellectual dimensions. The survey was carried out with 385 consumers. Furthermore, the study conducted a food test to explore the different impacts of organic and conventional food samples on the mental and physical conditions of consumers’ wellbeing applying a psychological questionnaire. The food test took place in a sensory lab with a panel of 63 untrained German consumers. The research findings demonstrated a positive impact of the organic food consumption on consumers’ subjective wellbeing, while no negative impact of OIBG has been perceived. Moreover, during the food test, consumers distinguished no differences between the impact of organic and conventional stimuli on their mental and physical status. Understanding how consumers perceive the impact of organic food consumption on their wellbeing is one important aspect. However, in the interest of narrowing the OIBG, it is more important to understand how consumers perceive the impact of this gap on their daily-life wellbeing.

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