Drivers of Organic Food Purchase Intention in a Developing Country: The Mediating Role of Trust

SAGE Open ◽  
2021 ◽  
Vol 11 (3) ◽  
pp. 215824402110450
Author(s):  
Samia Ayyub ◽  
Muhammad Asif ◽  
Muhammad Asim Nawaz
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Organic Food ◽  
Personal Attributes ◽  
Equation Modeling ◽  
Mediating Role ◽  
Food Purchase ◽  
Two Cities ◽  
Structured Questionnaire

The study’s objective is to explore the predictors of organic food purchase intention in a nascent organic market in one of the developing countries in South Asia. Further, the study also attempts to establish the mediating role of trust in organic food purchase intention. The quantitative data is collected from two cities of Pakistan through a structured questionnaire. A total of 325 responses are collected, out of which 312 responses are considered for further analysis. Structural equation modeling technique is used to test the hypothesis. “Personal attributes” is found to be a more significant predictor of organic food purchase intention than other attributes. Trust in organic food partially mediate personal attributes and product attributes with organic food purchase intention. The study contributes to understanding the primary attributes responsible for the purchase of organic food in a nascent organic market and establishes trust. This study also provides guidelines for the policymakers to shift their focus to organic farming, which will bring considerable benefits to health and the environment and a profitable business because consumer’s intentions coincide.

scholarly journals Mediating Role of Organic Labeling Awareness and Food Safety Attitudes in the Correlation Between Green Product Awareness and Purchase Intentions

SAGE Open ◽  
2021 ◽  
Vol 11 (4) ◽  
pp. 215824402110615
Author(s):  
Wong Ming Wong ◽  
Shian-Yang Tzeng
Keyword(s):  
Food Safety ◽  
Structural Equation ◽  
Organic Food ◽  
Purchase Intentions ◽  
Equation Modeling ◽  
Green Product ◽  
Safety Attitudes ◽  
Mediating Role ◽  
Food Purchase

Improving consumer trust is critical for enhancing purchase intentions. This study assessed the effect of organic labeling awareness and food safety attitudes as mediating variables on the relation between green product awareness and organic food purchase intentions among consumers. The research sample comprised 404 respondents from Shantou, Shenzhen, and Guangzhou, China, collected by systematic random sampling. Structural equation modeling was used to analyze research data. First, green product awareness did not influence organic food purchase intentions. Second, organic labeling awareness and food safety attitudes mediated the relationship between green product awareness and organic food purchase intentions. The findings indicate that organic labeling awareness and food safety attitudes directly influenced consumers’ organic food purchase intentions while they were aware of green products.

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

scholarly journals Effect of Advertisement on Children’s Purchase Intention: The Mediating Role of Advertisement Recall

2021 ◽  
pp. 81-87
Author(s):  
Shanta Banik ◽  
Sakhi Rani Dhar
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Target Population ◽  
Purchase Intentions ◽  
Partial Least Square ◽  
Least Square ◽  
Equation Modeling ◽  
Product Packaging ◽  
Mediating Role

Although advertisement is considered as an attention-grabbing tool, however, existing literature largely ignored whether such advertisement has any effect on children to recall the advertised products. This study thus aims to examine the effects of television advertisement on children’ purchase intention through the mediating role of advertisement recall in the Asian context. Since the target population is unknown, a non-probability sampling based convenient sampling approach was used to collect data. Data were collected from 245 parents of their 448 children in the context of confectionary products in Bangladesh. Partial least square based structural equation modeling was used to analyze the collected data. The results show that information, entertainment and product packaging displayed in advertisement significantly affect children’ advertisement recall. Advertisement recall is also found to have influence on children’ purchase intentions. Further, advertisement recall fully mediates in the relationships between information and purchase intentions; entertainment and purchase intentions; and packaging and purchase intentions. This study also offers significant theoretical and managerial implications.

Influencer marketing: purchase intention and its antecedents

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Yi Li ◽  
Yangying Peng
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Design Methodology ◽  
Purchase Intentions ◽  
Equation Modeling ◽  
Content Type ◽  
Mediating Role ◽  
Source Characteristics ◽  
Positive Attitudes

PurposeThis research explores the path that social media influencers affect target consumers to purchase a certain brand posted in their contents.Design/methodology/approachUsing a sample of 510 Weibo users in China, the conceptual model is tested by structural equation modeling (SEM) in Lisrel 8.8 statistical software.FindingsThis study examined that influencers' source characteristics stimulate consumers' positive attitudes (image satisfaction and/or advertising trust), in turn affect consumers' purchase intention. The expertise, originality and homophily of influencers positively affect two attitudes of consumers. The attractiveness only positively affects image satisfaction, and the interactivity only positively affects advertising trust. Besides that, this study also verified the mediating role of consumers' self-brand connection between the two attitudes and purchase intentions.Originality/valueBy distinguishing two different attitudes of consumers and incorporating consumers' self-brand connection, we proposed a complete theoretical framework for the overall mechanism of influence marketing based on communication–persuasion matrix.

scholarly journals Factors Influencing Organic Food Purchase Intention in Developing Countries and the Moderating Role of Knowledge

2019 ◽  
Vol 11 (1) ◽  
pp. 209 ◽  
Author(s):  
Xuhui Wang ◽  
Frida Pacho ◽  
Jia Liu ◽  
Redempta Kajungiro
Keyword(s):  
Purchase Intention ◽  
Organic Food ◽  
Equation Modeling ◽  
Personal Attitude ◽  
Food Purchase ◽  
Health Consciousness ◽  
Consumer Purchase Intention ◽  
The Relationship ◽  
Moderating Role

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.

Mediating role of opinion seeking in explaining the relationship between antecedents and organic food purchase intention

2015 ◽  
Vol 7 (4) ◽  
pp. 321-337 ◽  
Author(s):  
Shivendra Kumar Pandey ◽  
Arpita Khare
Keyword(s):  
Purchase Intention ◽  
Empirical Studies ◽  
Organic Food ◽  
Primary Data ◽  
Environmental Consciousness ◽  
Content Type ◽  
Mediating Role ◽  
Food Purchase ◽  
Opinion Seeking

Purpose – The purpose of this paper is to understand the effect of antecedents like environmental consciousness and cosmopolitanism (COS) on organic food purchase intention (OFPI) with the possible mediation of opinion seeking (OS) and opinion leadership (OL). Design/methodology/approach – A model drawn largely from environmental value–attitude–system model (Dembkowski and Hanmer-Lloyd, 1994) has been proposed and tested. Primary data from four cities across India were collected using a survey. Findings – COS was the primary factor determining purchase intention. A full mediation of OS behaviour was observed between environmental consciousness and OFPI. No effect of OL on OFPI could be established. Research limitations/implications – Because COS is positively affecting the organic food patronage and cosmopolitans are more likely to be socially responsible consumers, the organic food (OF) manufacturers should target brick and mortar stores in more cosmopolitan cities like Bangalore, Delhi, etc. The mediating role of OS has wider implications for marketers and advertisers both. In line with both theoretical underpinning (theory of planned behaviour), empirical studies (Chakrabarti and Baisya, 2009) and ours, it seems that the customer seeks credible information before purchasing organic food. The word-of-mouth and social media are recommended channels for similar reasons. The websites are a must for OF manufacturers because retailers may not provide adequate promotion/information of the products to the consumers. Practical implications – This study enables marketers in the field of OF domain to target the customers better. It also guides them to have a good integrated marketing communication to cater to the opinion-seeking phenomenon of consumers. Originality/value – The paper investigates the OFPI model better suited to urban cities in India. COS construct usage is a novelty of the paper as well as the mediation of opinion-seeking behaviour. Findings have value both for researchers and practitioners in the OF domain.

scholarly journals Organic food consumption in China: the moderating role of inertia

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.

scholarly journals DISPARAGEMENT AS A PROCESSSING STIMULUS FOR HUMOR IN ADVERTISING

2015 ◽  
Vol 11 (1) ◽  
Author(s):  
Irfan Hameed
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Design Methodology ◽  
Empirical Support ◽  
Mediation Effect ◽  
Equation Modeling ◽  
Mediating Role ◽  
Confirmatory Factor ◽  
Insight Into

Purpose - This research paper explores the mediating role of attitude towards the advertisement and attitude towards the brand in the relationships between disparagement as a processing stimulus for humor in advertising and purchase intention of the customer. Design/Methodology/Approach - Data has been collected from 202 individuals. Confirmatory factor analysis, structural equation modeling, moderation and mediation analysis have been applied and a good fit between the data and tested model was observed. As predicted, purchase intention was positively related with disparagement and full mediation effect has been found. The results of moderation analysis are quite interesting and have been presented with the help of a chart showing interaction effect. Findings - Findings provide media agencies with an insight into the audience emotional consequences in exposure to disparagement used in advertisements. Findings are particularly salient for national and multinational media agencies in Pakistan as well in the other parts of the world. Originality/Value - This is one of the first studies to provide empirical support for the relationships between disparagement and purchase intention in Western and non-Western (Pakistani) context.

Impacts of the trilogy of emotion on future purchase intentions in products of high involvement under the mediating role of brand awareness

2014 ◽  
Vol 26 (1) ◽  
pp. 43-63 ◽  
Author(s):  
Seyed Shahin Sharifi
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Purchase Intentions ◽  
Brand Awareness ◽  
Equation Modeling ◽  
High Involvement ◽  
Content Type ◽  
Mediating Role ◽  
The Impact

Purpose – The purpose of this paper is to study the influence of the trilogy of emotion – cognition, affection, and conation – on future purchase intentions in consumers of products of high involvement. Design/methodology/approach – The author employed two studies on two different products to test the influence of emotion on future purchase intentions in study one and to replicate the results of study one in study two, using structural equation modeling. In study two, brand awareness is regarded as a mediator. Findings – The results indicate that cognition can influence future purchase intentions, and that affection meaningfully influences future purchase intentions. Additionally, the researcher found that the impact of affection on future purchase intention is stronger than that of cognition on future purchase intentions. Moreover, brand awareness meaningfully influenced cognition, affection, and conation directly, and future purchase intentions indirectly. Practical implications – Encouraging conditions in which consumers have good thoughts and feelings about a prior purchase can bolster future purchase intentions, empowering the potent in future purchase for the brand involved. Originality/value – This research validates the impact of emotion – more specifically cognition and affection – on future purchase intentions under mediating role of brand awareness, in a country with growing markets. Hence, it adds to the literature of post-purchase important findings.

Social support and social commerce purchase intention: The mediating role of social trust

2021 ◽  
Vol 49 (7) ◽  
pp. 1-7
Author(s):  
Xiaoli Liu ◽  
Guopeng Xiang ◽  
Lei Zhang
Keyword(s):  
Social Support ◽  
Undergraduate Students ◽  
Purchase Intention ◽  
Structural Equation ◽  
Social Trust ◽  
Equation Modeling ◽  
Social Commerce ◽  
Mediating Role ◽  
Relationship Of

Social commerce (s-commerce) has risen in popularity primarily owing to social media development. We investigated social support as a predictor of s-commerce purchase intention, and the mediating role of social trust in this relationship. Participants comprised 356 undergraduate students at five Chinese public universities. Structural equation modeling results indicate that social support had a direct positive effect on s-commerce purchase intention, and that social trust partially mediated this relationship. Our findings shed light on the relationship of social support and s-commerce purchase intention, and the practical contribution of the findings is that they can assist practitioners to develop better s-commerce strategies.

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