scholarly journals Contrariwise obesity through organic food consumption in Malaysia: a signaling theory perspective

2022 ◽  
Vol 22 (1) ◽  
Author(s):  
Zulhamri Abdullah ◽  
K. Y. S. Putri ◽  
Syed Hassan Raza ◽  
S. Bekti Istiyanto
Keyword(s):  
Food Consumption ◽  
Purchase Intention ◽  
Healthy Lifestyle ◽  
Brand Image ◽  
Organic Food ◽  
Purchase Intentions ◽  
Healthy Foods ◽  
Health Consciousness ◽  
Antecedents And Consequences ◽  
Organic Food Consumption

Abstract Background: the context and purpose of the study Unhealthy food consumption has raised an alarming situation of obesity among Asian nations and posing serious threats to human health. Recent studies have acknowledged that organic food consumption has been contrariwise associated with obesity. The consumption of healthy food has received research attention in social marketing and several antecedents and consequences have been identified. However, to date, there is a void in literature that how social, individual, and marketing elements together tradeoff in predicting a healthy lifestyle. Thus, the current investigation unfolds the antecedents of healthy foods’ adoption in Asia by integrating the brand signaling and theory of planned behavior. Methods The data of 241 respondents were collected from selected social media Facebook communities through a survey using assessed 42 questions. For this purpose, participants’ Facebook accounts were selected from the online healthy communities such as ‘Diet Suku Suku Separuh’ (469,000 followers), ‘Hiking, and Camping around Malaysia’ (351,200 followers), and ‘Healthy Malaysia’ (332 followers). The enumerator also engaged with the online community by liking posts and following health accounts. Results The data was analyzed using PLS (SEM) approach, the outcomes of hypotheses revealed interesting information that health consciousness not significantly predicts the purchase intention of healthy food. All antecedents were significant contributors to the prediction of foods’ purchase intentions in this study. However, the findings indicated that no positive relationship exists between brand image identifications and brand credibility identifications, and healthy foods’ purchase intentions identifications. The findings also indicated that no positive relationship exists between health consciousness identifications and healthy foods’ purchase intentions identifications. Conclusions: (summary and potential implications) Owing to the perilous increase in obesity among the general public in Asia. This study reinforced the factor that can help in the adoption of a healthy lifestyle. The study validated that a healthy lifestyle is reliant on the consumers’ health consciousness, environmental concern, and innovativeness through motivating the consumers’ healthy foods’ purchase intentions. Surprisingly, the results highlighted that respondents have not identified brand image and credibility as an antecedent of purchase intention. Given that organic food brands are somewhat new in Asian markets and therefore, brands must endure crisis marketing practices to improve their brand recognition. Therefore, policymakers must facilitate the food promotional activities that are critical to enhancing the perceived benefits of organic food to combat issues like obesity. This paper offers a foundation for future empirical investigations in Asia and various stakeholders on how to promote a healthy lifestyle in Asia. Specifically, the results will help policymakers to offer positive policies and procedures for the improvement of a healthy lifestyle through the understanding of the antecedents and consequences of health-conscious consumers’ healthy foods’ purchase intentions.

scholarly journals Contrariwise Obesity Through Organic Food Consumption in Malaysia: A Signaling Theory Perspective

2021 ◽  
Author(s):  
K.Y.S. Putri ◽  
ZULHAMRI ABDULLAH ◽  
Syed Hassan Raza ◽  
S. Bekti Istiyanto
Keyword(s):  
Food Consumption ◽  
Purchase Intention ◽  
Healthy Lifestyle ◽  
Brand Image ◽  
Organic Food ◽  
Purchase Intentions ◽  
Healthy Foods ◽  
Health Consciousness ◽  
Antecedents And Consequences ◽  
Organic Food Consumption

Abstract Background: the context and purpose of the study: Unhealthy food consumption has raised an alarming situation of obesity among Asian nations and posing serious threats to human health. Recent studies have acknowledged that organic food consumption has been contrariwise associated with obesity. The consumption of healthy food has received research attention in social marketing and several antecedents and consequences have been identified. However, to date, there is a void in literature that how social, individual, and marketing elements together tradeoff in predicting a healthy lifestyle. Thus, the current investigation unfolds the antecedents of healthy foods’ adoption in Asia by integrating the brand signaling and theory of Planned Behavior.Methods: The data of 241 respondents were collected from selected social media Facebook communities through a survey using assessed 42 questions. For this purpose, participants' Facebook accounts were selected from the online healthy communities such as ‘Diet Suku Suku Separuh’ (469,000 followers), ‘Hiking, and Camping around Malaysia’ (351,200 followers), and ‘Healthy Malaysia’ (332 followers). The enumerator also engaged with the online community by liking posts and following health accounts. Results: The data was analyzed using PLS (SEM) approach, the outcomes of hypotheses revealed interesting information that health consciousness not significantly predicts the purchase intention of healthy food. All antecedents were significant contributors to the prediction of foods’ purchase intentions in this study. However, the findings indicated that no positive relationship exists between brand image identifications and brand credibility identifications, and healthy foods’ purchase intentions identifications. The findings also indicated that no positive relationship exists between health consciousness identifications and healthy foods’ purchase intentions identifications.Conclusions: (summary and potential implications)Owing to the perilous increase in obesity among the general public in Asia. This study reinforced the factor that can help in the adoption of a healthy lifestyle. The study validated that a healthy lifestyle is reliant on the consumers’ health consciousness, environmental concern, and innovativeness through motivating the consumers’ healthy foods’ purchase intentions. Surprisingly, the results highlighted that respondent have not identified brand image and credibility as an antecedent of purchase intention. Given that organic food brands are somewhat new in Asian markets and therefore, brands must endure crisis marketing practices to improve their brand recognition. Therefore, policymakers must facilitate the food promotional activities that are critical to enhancing the perceived benefits of organic food to combat issues like obesity. This paper offers a foundation for future empirical investigations in Asia and various stakeholders on how to promote a healthy lifestyle in Asia. Specifically, the results will help policymakers to offer positive policies and procedures for the improvement of a healthy lifestyle through the understanding of the antecedents and consequences of health-conscious consumers’ healthy foods’ purchase intentions.

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 Antecedents of Organic Food Consumption among the Indian Customers

2019 ◽  
Vol 8 (12) ◽  
pp. 5811-5817
Keyword(s):  
Food Consumption ◽  
Purchase Intention ◽  
Organic Food ◽  
Food Products ◽  
Demographic Variables ◽  
Growth Hormones ◽  
Factors Affecting ◽  
Food Purchase ◽  
Organic Food Consumption ◽  
Awareness Level

Organic food products refers to food raised, grown and stored and/or processed without the use of synthetically produced chemicals or fertilizers, herbicides, pesticides, fungicides, growth hormones and regulators or generic modification. Generally people are aware about the benefits of these products. But still the products have not achieved the market share in India, as expected. This people is an effort to identify the factors, which influences the purchase of organic food products. For this the researchers have developed a questionnaire and administered on the respondents. Both online and off line data collection was done, to cover the major areas, so that data can be collected from distinct places. The paper explored the awareness level about organic food products, influence of demographic variables on organic food consumption and factors affecting organic food purchase intention.

The Dilemma of Purchase Intention

2018 ◽  
Vol 7 (2) ◽  
pp. 1-13
Author(s):  
Brahim Chekima
Keyword(s):  
Food Consumption ◽  
Purchase Intention ◽  
Organic Food ◽  
Time Orientation ◽  
Consumption Behavior ◽  
Consumption Decisions ◽  
Factors Influencing ◽  
Ideal Approach ◽  
Different Dimensions ◽  
Organic Food Consumption

This article describes how many past studies have assessed the consumption behavior by employing purchase intention drivers/motivational factors of organic food as a proxy to foster organic food consumption. However, the preceding studies' foci do not embrace the consumption itself where purchasing may come secondary to consumption decisions.. Consumption reflects high involvement with the product; and the barriers and motivations are as real as the product itself, which makes it an ideal moment to examine the motivation. Also, there is a lack of effort in re-assessing theories of planned behavior by extending it or incorporating time orientation, different dimensions of attitude and organic food quality attributes to increase and improve understanding of actual organic food consumption behavior. Hence, the objective of this article is to propose an ideal approach and develop a conceptual framework to examine factors influencing organic food consumption. This article provides insight and a better understanding of actual consumption of organic food and adds a new momentum to the growing literature.

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

2019 ◽  
Vol 16 (20) ◽  
pp. 4043 ◽  
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.

Organic food consumption is associated with a healthy lifestyle, socio-demographics, and dietary habits – A cross-sectional study based on the Danish Diet, Cancer and Health cohort

2021 ◽  
pp. 1-18
Author(s):  
Julie Louise Munk Andersen ◽  
Kirsten Frederiksen ◽  
Ole Raaschou-Nielsen ◽  
Johnni Hansen ◽  
Cecilie Kyrø ◽  
...  
Keyword(s):  
Food Consumption ◽  
Dietary Habits ◽  
Healthy Lifestyle ◽  
Organic Food ◽  
Cross Sectional Study ◽  
Dietary Guidelines ◽  
Sectional Study ◽  
Cross Sectional ◽  
Historical Cohort ◽  
Organic Food Consumption

Abstract Objective: To study the association between organic food consumption and lifestyle, socio-demographics, and dietary habits. Design: Cohort participants completed detailed questionnaires about organic food consumption, diet, and lifestyle between 1999 and 2002. Polytomous logistic regression models were used to estimate the association between organic food consumption, and lifestyle, socio-demographics, and dietary habits. Setting: This cross-sectional study uses data from the Danish Diet, Cancer and Health cohort. Participants: A total of 43,209 men and women aged between 54 and 73 years were included in the study. Results: Overall, 15% reported never consuming organic food, 39% had low organic food consumption, 37% had medium organic food consumption and 10% had high organic food consumption. The relative risk of consuming organic food versus never consuming organic food was highest among women, persons with body mass index <25 kg/m2, persons with low alcohol intake, persons participating in sports, persons who did not smoke or were former smokers, and among persons who adhered to the Danish national dietary guidelines. Associations were more distinct with higher levels of organic food consumption. Conclusion: Based on a historical cohort of Danish adults, organic food consumption was associated with a generally healthy lifestyle, more favorable socio-demographics, and dietary habits. These findings have to be considered in the adjustment strategy for future studies linking organic food consumption with health outcomes.

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.

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