Factors affecting consumer purchase intentions of organic food through fuzzy AHP

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Anchal Arora ◽  
Nishu Rani ◽  
Chandrika Devi ◽  
Sanjay Gupta
Keyword(s):  
Fuzzy Ahp ◽  
Organic Food ◽  
High Growth ◽  
High Growth Rate ◽  
Influential Factors ◽  
Purchase Decisions ◽  
Key Factors ◽  
Content Type ◽  
Behavioural Intentions ◽  
Food Market

PurposeOrganic food market has grown rapidly on a global level and so is the interest of customers. The present paper ranks the factors and sub-criteria which are taken into consideration while making organic purchase decisions resulting in understanding the behaviour of consumers.Design/methodology/approachThe present paper considered a sample of 550 respondents in the area of Punjab. Fuzzy AHP technique was applied to understand the key factors and sub-criteria which play a major role in organic food purchase decisions. The paper is empirical and descriptive in nature. The factors considered for the study include price, consumer knowledge, trust, attitude, behavioural intentions, subjective norms, perceived personal relevance and perceived consumer effectiveness.FindingsThe three major influential factors include price, trust and attitude ranked in the same order of preference which majorly affects the purchase decisions and talking about sub-criteria the three major criteria to purchase organic food include: “Price plays a significant role in purchase decisions (P2)”, “Organic food keeps me fit and healthy (A1)” and “Organic food intake makes me feel energetic (A2)”.Research limitations/implicationsThe present paper is limited to the area of Punjab and majorly eight factors have been taken into consideration. Further research can be explored on broader geographical and cultural areas with new dimensions in criteria and sub-criteria.Practical implicationsThe findings of this paper will surely help the marketers to understand the behavioural intentions and preferences of the customers. Accordingly, they will strategize the policies to convert organic food market into a niche market with a high growth rate.Originality/valueThe existing literature explored various key factors. However, the present study comes up with ranking to the factors according to their priority in purchase decisions. This will definitely help marketers, business houses, practitioners and academicians about the key factors which affect purchase decisions, and it will surely add incredible knowledge into the existing database.

Sharing economy approach for the development of the organic food market in India

2020 ◽  
Vol 32 (1) ◽  
pp. 114-126
Author(s):  
Neeraj Dangi ◽  
Sapna A. Narula
Keyword(s):  
Organic Food ◽  
Sharing Economy ◽  
Farmers Markets ◽  
Health Food ◽  
Food Markets ◽  
Demand And Supply ◽  
Content Type ◽  
Study Approach ◽  
Organic Farmers ◽  
Food Market

PurposeThis paper explores the contextual relevance of sharing economy for the organic food market in an emerging economy like India.Design/methodology/approachCase study approach was used to collect empirical data from different types of organic food markets.FindingsOrganic food farmers markets compared to online and health food stores tends to facilitate sharing economy more since it helps them to build value, scale and trust. By sharing resources, skills and spaces, organic farmers markets have increased organic food availability, reduced its cost of certification and operation besides managing consumer trust. Subjective influence through social media and offline interaction reduces information asymmetry at zero marginal cost. Organic food producers/retailers can get a competitive advantage by tapping underutilized assets to create value and opportunities besides overcoming their demand and supply constraints.Originality/valueThe research offers a fresh perspective to the organic food sector, particularly in emerging economies like India. It could assist all stakeholders to overcome the current demand and supply challenges faced in organic food markets.

The effect of sales promotions on consumers’ organic food response

2017 ◽  
Vol 119 (6) ◽  
pp. 1247-1262 ◽  
Author(s):  
Austin Rong-Da Liang ◽  
Wan Yang ◽  
Dun-Ji Chen ◽  
Yu-Fang Chung
Keyword(s):  
Purchase Intention ◽  
Organic Food ◽  
Limited Time ◽  
Sales Promotions ◽  
Content Type ◽  
Food Response ◽  
Food Market ◽  
Food Distributors ◽  
Negative Impacts ◽  
The Impact

Purpose Owing to the wave of consumers concern about food quality, the organic food market has grown rapidly. However, how organic food promotions outweigh the negative impacts of high prices has become a pressing issue scholars need to discuss. Hence, with the value perspective as the basis, the purpose of this paper is to attempt to understand whether or not organic food consumers have preferences for specific promotional programs as opposed to other promotional programs. Design/methodology/approach The two-stage study design was adopted to explore these issues. In the first stage, 225 copies of promotional program documents were collected, and middle-ranking and high-ranking supervisors from seven organic food distributors were interviewed. According to the value perspective, the promotional programs were divided into four types: discount category, member category, free giveaway category, and limited time offer category, which were used to develop the questionnaire questions. In the second stage, 1,017 copies of valid questionnaires were recovered. Findings The logistic regression analysis was adopted to discuss the impact of the various promotional program actions on consumers’ choices. The empirical results indicate that the consumers preferred the programs in the discount category and the free giveaway category, while the programs in the member category and limited time offer category reduced the purchase intention. Originality/value The stringent qualitative and quantitative design in this study shall serve as a reference for follow-up research. The important implications of the operators’ promotion practices are covered in the discussion.

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.

Segmentation of organic food buyers: an emergent market perspective

2018 ◽  
Vol 120 (2) ◽  
pp. 269-289 ◽  
Author(s):  
Almir Peštek ◽  
Emir Agic ◽  
Merima Cinjarevic
Keyword(s):  
Online Survey ◽  
Latent Class ◽  
Latent Class Model ◽  
Organic Food ◽  
Sampling Technique ◽  
Snowball Sampling ◽  
Content Type ◽  
Segmentation Approach ◽  
Food Market ◽  
Organic Food Industry

Purpose The purpose of this paper is to obtain empirical understanding of organic food buyers in the context of emergent organic food market (i.e. Bosnia and Herzegovina) by using a segmentation approach. Design/methodology/approach A self-administrated online survey was carried out among organic food buyers (n=202) using the snowball sampling technique. Measurement items were mainly adapted from the prior studies. Findings The authors analysed the heterogeneity of organic food buyers with latent class model. Four distinct latent classes (i.e. segments) of organic food buyers were identified. Those segments were named as enthusiastic social-seekers, enthusiastic moralists, hostile seldom shoppers, and hostile heavy shoppers. Originality/value Though the study was exploratory, the identified segments of organic food buyers can enhance our knowledge about differing characteristics of organic food buyers in the context of the country where the organic food industry is in the early stages of development. The findings of this study will give organic food producers and marketers a much better framework for making product, pricing, distribution and marketing communications decision. Moreover, the identification of organic food consumer profiles will provide an insight into how policymakers should tailor their public policy and strategies to expand the size of the organic food market.

Africa: a new potential of growth for Danone through multiple acquisitions

2016 ◽  
Vol 32 (9) ◽  
pp. 28-31
Author(s):  
Christelle Bouchet
Keyword(s):  
Mergers And Acquisitions ◽  
Relevant Information ◽  
Interesting Case ◽  
Key Factors ◽  
Way Of Life ◽  
Content Type ◽  
Current Trends ◽  
Revenue Sources ◽  
Long Time ◽  
Food Market

Purpose The purpose of this paper is to analyze the new opportunities that offers Africa to companies. Groups working in the bank, telecommunication and petroleum sectors know Africa’s attractiveness for a long time. However, food companies are now more and more interested in this continent too, especially thanks to key factors: a high growing gross domestic product, an emerging middle-class, a high birth rate […] Danone is an interesting case of this phenomenon. The company which is one of the main worldwide player in the food market decided to go into mergers and acquisitions in Africa since the 2000s; its strategy and its results will be analyzed. Design/methodology/approach General review. Findings It is shown that Africa brings new markets and revenue sources to companies. As a first mover, companies can take a competitive advantage over competitors in developing their activities in a new growing market. However, before entering Africa, companies must collect relevant information and have a strong strategy. In fact, some countries of this continent are still instable; that is why, companies have to be careful before investing in one of them. Additionally, the paper reveals that the first key to success in Africa in the food industry is to adapt products to local needs, culture and way of life. Originality/value Africa is still a relatively untapped market, and mergers and acquisitions in Africa represent a promising opportunity for companies that want to expand their activities, and the current trends predict a great development of investments in Africa.

Demand creating service

2015 ◽  
Vol 27 (3) ◽  
pp. 467-585 ◽  
Author(s):  
Feng-Chung Chang ◽  
Tzong-Ru (Jiun-Shen) Lee ◽  
Szu-Wei Yen
Keyword(s):  
Fuzzy Ahp ◽  
Future Research ◽  
Key Factors ◽  
Analytic Hierarchy ◽  
Content Type ◽  
Proposed Model ◽  
And Performance ◽  
Grey Relational ◽  
Service Strategies ◽  
Hierarchy Process

Purpose – The purpose of this paper is to develop a model not only for determining the key factors in selecting optimal international express suppliers, but also for extracting the priority strategic suggestions of management for international express suppliers. Design/methodology/approach – The proposed model comprises two parts. The first part identifies suitable criteria for evaluating international express supplier by reviewing studies from 1989 to 2009, after which the fuzzy analytic hierarchy process (AHP) is applied to determine the relative weights of the criteria. The second part adopts grey relational analysis to extract five priority managing strategies from which 16 strategies are developed based on three concern factors derived from the first part. Findings – The results show customers’ top three concerns when selecting international express companies. In addition, the results show the five priority strategic suggestions to international express suppliers. Research limitations/implications – The research has two major limitations. First, this study was conducted using a sample of companies operating in Taiwan. Thus, other countries such as Japan and South Korea should be examined in future research. Second, this study focuses on the application of fuzzy AHP techniques to identify key selection criteria and service strategies of international express suppliers. Other important aspects, such as performance evaluation and performance prediction in the selection of international express suppliers, were not involved in this study because of the limited research scope. Originality/value – The proposed model helps international express suppliers enhance their competitiveness and raise their customers’ satisfaction.

Organic food consumer profile in the Republic of Serbia

2016 ◽  
Vol 118 (1) ◽  
pp. 164-182 ◽  
Author(s):  
Aleksandar Grubor ◽  
Nenad Djokic
Keyword(s):  
Cluster Analysis ◽  
Market Segmentation ◽  
Methodological Approach ◽  
Organic Food ◽  
Primary Data ◽  
Content Type ◽  
Starting Point ◽  
Food Market ◽  
The Republic ◽  
And Cluster Analysis

Purpose – Having the discrepancies between different descriptions of an organic food consumer profile in various researches worldwide as well as the causes of their emergence as a starting point, the purpose of this paper is to apply the method of preference-based market segmentation (by means of conjoint and cluster analysis) to Serbian organic food market, searching for advantages of using that methodological approach and deepening knowledge about specific organic food market. Design/methodology/approach – The research was conducted from May to July 2014 with 400 respondents participating (aged 18-30). Primary data were gathered by means of focus groups and a survey – structured personal interviews by using a questionnaire. Findings – When applying conjoint and cluster analysis to data about Serbian consumers’ preferences towards researched product, it is possible to identify a segment that prefers organic food the most. Compared to other segments, these consumers are predominantly female, somewhat more mature, with the highest proportion of employed and near the top by the percentage of respondents who are married and have children. They strongly value the importance of diet for health, a number of them have experience with a disease of a close person, which is believed that could be prevented by proper diet, but they do the least sports. Practical implications – The authors give managerial recommendations to actors operating at domestic organic food market. Originality/value – According to the authors’ knowledge, the first application of preference-based market segmentation by conjoint and cluster analysis to organic food market, performed in Serbia, generally characterised by scarce food consumer research.

scholarly journals Implementing environmental practices within the Greek dairy supply chain

2017 ◽  
Vol 117 (9) ◽  
pp. 1995-2014 ◽  
Author(s):  
Abhijeet Ghadge ◽  
Merilena Kaklamanou ◽  
Sonal Choudhary ◽  
Michael Bourlakis
Keyword(s):  
Supply Chain ◽  
Environmental Sustainability ◽  
Environmental Performance ◽  
Influential Factors ◽  
Complex Nature ◽  
Key Factors ◽  
Environmental Practices ◽  
Content Type ◽  
Sustainability Performance ◽  
Green Practices

Purpose Food supply chain (FSC) in Greece is dominated by small and medium-sized enterprises (SMEs), who face several challenges in adopting green practices. The purpose of this paper is to identify the key drivers and barriers influencing the environmental performance of SMEs within the Greek dairy supply chain (SC). Design/methodology/approach Descriptive research methodology attempts to prioritize the drivers and barriers for improving the environmental sustainability performance. Analytical hierarchy process and sensitivity analysis are used to understand the complex nature of the influencing factors. Findings The analysis identifies five barriers and six drivers for the implementation of green practices within the dairy SC. While external drivers significantly influence the market structure and logistics network, government, competitors and customers are the driving factors for improving environmental performance. Research limitations/implications The study contributes to filling the literature gap on key factors influencing the implementation of green practices within the FSC. The identified influential factors will contribute toward building a framework for improving sustainability performance within the Greek dairy SC. Practical implications The study is expected to benefit the Greek and European SMEs by driving their environmental practices within the perishable SC network. Originality/value The paper provides directions for researchers, practitioners and policy makers in understanding the challenges for implementing green practices in the dairy SC. The holistic approach followed in this paper is a building block for a conceptual framework on implementing environmental sustainability within the FSC. Apart from contributing to the current literature by extending the research horizon to SMEs’ green adoption capability, this study also provides better understanding of the pivotal role of internal and external key factors in influencing sustainability performance.

scholarly journals Introduction of Dorper sheep into Australian rangelands: implications for production and natural resource management

2014 ◽  
Vol 36 (1) ◽  
pp. 85 ◽  
Author(s):  
Yohannes Alemseged ◽  
Ronald B. Hacker
Keyword(s):  
Natural Resource ◽  
Feeding Strategy ◽  
High Growth ◽  
Rapid Onset ◽  
High Growth Rate ◽  
High Fertility ◽  
Key Factors ◽  
Resource Degradation ◽  
Wide Range ◽  
Grazing Ecology

The growing popularity of the Dorper breed of sheep potentially may have implications for the ecological sustainability of the semiarid and arid rangelands of southern Australia. The implications are heightened by forecasts of a warming and drying climate in these rangelands, which may in itself place native vegetation under increasing stress. While the Dorper breed of sheep offers important production advantages, little is known from research under Australian conditions about their grazing ecology and management requirements from a natural resource perspective. Key factors identified from this review of literature from other countries include a high fertility and fecundity, a generalist feeding strategy, a high growth rate and a capacity to survive and reproduce under low-rainfall conditions. The wider range of plant species selected by the Dorper compared with the traditional Merino breed of sheep potentially creates both opportunities and risks for rangeland condition. Less selective grazing may reduce pressure on some species but the capacity to harvest sufficient nutrients over a smaller area could concentrate grazing and promote resource degradation. High reproductive efficiency under a wide range of seasonal conditions may lead to more rapid onset of overgrazing and will require close attention to both natural resources and animal marketing if resource degradation is to be avoided.

EU organic logo and its perception by consumers

2015 ◽  
Vol 117 (5) ◽  
pp. 1506-1526 ◽  
Author(s):  
Katrin Zander ◽  
Susanne Padel ◽  
Raffaele Zanoli
Keyword(s):  
Organic Farming ◽  
Online Survey ◽  
Organic Food ◽  
Content Type ◽  
Organic Certification ◽  
Demographic Indicators ◽  
Efficient Communication ◽  
Food Market ◽  
And Cluster Analysis ◽  
The Eu

Purpose – With the introduction of the mandatory European Union (EU) organic logo for all organic food products in 2010, the European Commission aimed at fostering the internal organic food market. This needs consumers’ knowledge of the logo. According to earlier research consumers’ knowledge of the EU organic logo is low. Thus, the purpose of this paper is to elicit consumers’ attitudes towards organic certification and labelling and to develop recommendations on how to improve consumers’ knowledge of the EU organic logo. Design/methodology/approach – By means of an online survey with 3,000 participants in six European countries, knowledge of the logo and attitudes towards organic farming and European labelling, as well as organic food purchase behaviour and socio-demographic indicators were elicited. Factor and cluster analysis based on several statements on the test persons’ attitudes towards organic farming and corresponding EU legislation were conducted in order to segment consumers. Findings – The results indicate that knowledge of the logo is low. Only about 15 per cent of all respondents knew its meaning. Four clusters of consumers could be identified: “Committed organics”, “Pragmatic organics”, “Organic sceptics” and Organic disinterested’. With reference to the EU organic legislation’s aim of promoting the organic market, particularly “Organic sceptics” should be addressed by emphasising the trustworthiness of the organic certification and labelling system. Originality/value – Segmenting consumers according to their attitude towards organic farming, its labelling and certification allows for targeted and efficient communication and organic market development.

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