Similarity Effect and Purchase Behavior of Organic Food Under the Mediating Role of Perceived Values in the Context of COVID-19

Due to the influence of COVID-19, people pay more attention to the balance between human and nature and pursue more healthy, environmental and nutritional sustainable products (such as organic food). However, the mainstream consumption of organic food is far less, especially in developing countries like China. Therefore, it is urgent to take effective measures to promote the development of China's organic food market. This current study investigated the relationships between consumers' similarity (i.e., information anxiety, uncertainty, and sustainable consumption attitude), perceived values (i.e., functional value, health value, and environmental value) and organic purchasing behavior based on the Stimulus-Organism-Response (S-O-R) theoretical model and information similarity effect. And considering gender differences in consumers' similarity, perceived values and organic purchasing behavior. Meanwhile, the mediating effects of perceived values on the relationship between consumers' similarity and purchasing behavior were also discussed, considering the background of COVID-19. Data were collected using structured questionnaire survey in first-tier cities in China. A total of 344 consumers of organic foods participated in the study. Structural equation modeling was employed for data analysis. The results indicated the significant association of information anxiety, uncertainty and sustainable consumption attitude with perceived values. And perceived values and sustainable consumption attitude had a positively significant influence on purchase behavior. In addition, environmental value played mediating effects in the relationships between organic purchasing behavior and information anxiety, uncertainty and sustainable consumption attitude. And the impact of sustainable consumption attitude and environmental value on organic purchasing behavior differed in gender. The research not only provides novel insights for understanding organic consumption, but also provides reference for organic sellers to develop sales strategies and policy makers to formulate policies to guide organic consumption, which are conducive to promoting China's organic food industry.

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Effect of utilitarian and hedonic values on consumer willingness to buy and to pay for organic olive oil in Tunisia

British Food Journal ◽

10.1108/bfj-06-2019-0414 ◽

2020 ◽

Vol 122 (4) ◽

pp. 1013-1026 ◽

Cited By ~ 4

Author(s):

Zohra Zinoubi Ghali

Keyword(s):

Willingness To Pay ◽

Olive Oil ◽

Developing Country ◽

Structural Equation ◽

Structural Model ◽

Organic Food ◽

Equation Modeling ◽

Content Type ◽

Willingness To Buy ◽

Perceived Values

PurposeThis paper aims to study the influence of organic food perceived values (utilitarian vs hedonic) on consumer willingness to buy and willingness to pay in a developing country.Design/methodology/approachThis paper utilized a survey of 467 Tunisian consumers of organic olive oil. Data were analyzed using structural equation modeling (SEM) to test the reliability and validities of constructs, as wells as model fit and the structural model.FindingsThe findings indicate that both utilitarian and hedonic values have significant influence on consumer willingness to buy and to pay for organic olive oil. The hedonic value has a stronger influence on willingness to buy while the utilitarian value has a stronger influence on willingness to pay.Research limitations/implicationsThis study contributes to knowledge regarding the relationships between organic food perceived value and consumer willingness to buy and to pay. Findings provide clear ways for practitioners to communicate the perceived values of their organic foods in order to increase their consumption.Originality/valueThis paper is one of the rare studies that focuses on willingness to buy and to pay for organic food in a developing country. In addition, it is a first attempt to test the consumer perceived values of organic olive oil in the context of one of the biggest producer countries of this type of food.

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How and Why Does the Attitude-Behavior Gap Differ Between Product Categories of Sustainable Food? Analysis of Organic Food Purchases Based on Household Panel Data

Frontiers in Psychology ◽

10.3389/fpsyg.2021.595636 ◽

2021 ◽

Vol 12 ◽

Author(s):

Isabel Schäufele ◽

Meike Janssen

Keyword(s):

Panel Data ◽

Organic Food ◽

Food Products ◽

Global Market ◽

Purchase Behavior ◽

Equation Modeling ◽

Positive Trend ◽

Product Categories ◽

Positive Effects ◽

Attitude Behavior

Organic agriculture promotes the transformation toward sustainability because of positive effects for the environment. The organic label on food products enables consumers to make more sustainable purchasing decisions. Although the global market for organic food has grown rapidly in recent years, only a part of the organic product range benefits from this positive trend. To develop the organic market further, it is important to understand the food-related values and attitudes that drive the purchase of organic food. Previous research on this topic has suffered from two main weaknesses. Firstly, most studies have been based on surveys and rely on stated behavior instead of actual purchase behavior. Secondly, the focus of most extant studies is predominantly on organic food in general or on food products with a relatively high organic market share, such as milk and eggs. To address this knowledge gap, the present study analyzes the value-attitude-behavior relationship by means of structural equation modeling using household purchase panel data from GfK. The paper provides evidence for the existence of an attitude-behavior gap in the organic market, with this gap found to be much stronger in the case of meat, frozen food, cheese, and sweets than for organic purchases in total. Analysis in different product categories reveals that while purchase behavior is driven by the same food-related values, their relative importance differs.

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

International Journal of Environmental Research and Public Health ◽

10.3390/ijerph16204043 ◽

2019 ◽

Vol 16 (20) ◽

pp. 4043 ◽

Cited By ~ 6

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.

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Purchasing Behavior of Organic Food among Chinese University Students

Sustainability ◽

10.3390/su13105464 ◽

2021 ◽

Vol 13 (10) ◽

pp. 5464

Author(s):

Hazem Ali ◽

Min Li ◽

Yunhong Hao

Keyword(s):

University Students ◽

Organic Food ◽

Negative Relationship ◽

Consumer Trust ◽

Equation Modeling ◽

Purchasing Behavior ◽

Pricing Policy ◽

Personal Attitude ◽

Health Consciousness ◽

The Relationship

The consumption of organically produced food is gaining ground around the world due to growing consumers’ concerns for personal health. Nevertheless, researchersaddressed the intention-behavior gap pertaining to buying organic food and called for more studies on consumers’ actual purchasing behavior. In order to understand this disparity, the current study examined the relationship among health consciousness, pricing policy, consumer trust, personal attitude, and purchasing behavior of organic food among university students. In addition, this research examined the moderating impact of word of mouth (WOM). This research adopted a quantitative method and employed convenience sampling to administer survey questionnaires to buyers of organic food in five Chinese universities between November 2020 and February 2021. A total of 335 questionnaires were collected and used for data analysis. Structural equation modeling results revealed that purchasing behavior is positively related to health consciousness and negatively influenced by pricing policy, while personal attitude and consumer trust had an insignificant association with students’ buying behavior of organic food. Further, WOM had a positive moderating impact on the relationship between health consciousness and purchasing behavior; and was found to strengthen the negative relationship between pricing policy and organic food purchasing behavior. This study presents some critical implications for researchers and organic food retailers and marketers.

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Sustainable consumption in organic food buying behavior: the case of quinoa

British Food Journal ◽

10.1108/bfj-09-2019-0745 ◽

2020 ◽

Vol 122 (3) ◽

pp. 976-994 ◽

Cited By ~ 3

Author(s):

Costanza Nosi ◽

Lamberto Zollo ◽

Riccardo Rialti ◽

Cristiano Ciappei

Keyword(s):

Behavioral Intention ◽

Structural Equation ◽

Reasoned Action ◽

Sustainable Consumption ◽

Organic Food ◽

Equation Modeling ◽

Consumer Attitude ◽

Convenience Sample ◽

Political Values ◽

Content Type

PurposeUsing an enhanced version of the theory of reasoned action (TRA), this study investigates the antecedents of organic quinoa-based food buying intention. In addition to attitude toward this behavioral intention, the proposed model examines the influence that ecological welfare, political values, and consumer-perceived corporate social responsibility (CSR) of the point of sale exert on consumer willingness to purchase organic quinoa-based food.Design/methodology/approachStructural equation modeling (SEM) was used to analyze the data collected through an intercept survey conducted at specialized organic stores on a convenience sample of 158 individuals in Italy.FindingsAlthough ecological welfare and a retailer's CSR image positively influence consumer attitude toward buying organic quinoa-based food, political values negatively affect this attitude. Furthermore, consumer attitude is found to be a crucial predictor of behavioral intention.Research implicationsAt the theoretical level, the results are useful for demonstrating that other variables, in addition to those used in the traditional TRA, can further explain consumers' organic food buying intention. Additionally, the findings might be useful for both quinoa producers and retailers in creating and executing their marketing and communication strategies.Originality/valueIn addition to contributing to the stream of literature that investigates possible variables that might increase the predictive power of the TRA, this study sheds some light on organic food purchasing consumer behavior.

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Influence of Altruistic Motives on Organic Food Purchase: Theory of Planned Behavior

Sustainability ◽

10.3390/su13116023 ◽

2021 ◽

Vol 13 (11) ◽

pp. 6023

Author(s):

Kirubaharan Boobalan ◽

Nishad Nawaz ◽

R. M. Harindranath ◽

Vijayakumar Gajenderan

Keyword(s):

Theory Of Planned Behavior ◽

Planned Behavior ◽

Consumer Culture ◽

Purchase Intention ◽

Organic Food ◽

Subjective Norm ◽

Equation Modeling ◽

Warm Glow ◽

Food Purchase ◽

The Usa

Marketing campaigns of organic food emphasize utilitarian benefits and psychological benefits as well as consumer culture to enhance environmental sustainability. In order to study the purchase intention of organic food, the authors developed a model using antecedents like warm glow, subjective norm, attitude and perceived behavioral control. This study examines the model for the Indian and the USA samples and thus integrated using three theories: Theory of Planned Behavior (TPB), Pro-Social Behavior (PSB) Theory with the interaction of Consumer Culture Theory. The model is estimated using the multi-group Partial Least Square Structural Equation Modeling (PLS-SEM) technique using R software with samples from India (n = 692) and the USA (n = 640). Results differ for Indian and USA samples. The expectation of the “warm glow” resulted from an environmentally friendly purchase as having a higher influence on Indian samples than that of the USA. Further, the attitude towards organic food purchase intention is stronger for US samples than the Indian, and the group difference is significant, while all the relationships that take warm glow as an antecedent have higher β for Indian samples. Moreover, the study found that attitude towards organic food is a major element for US subsamples, whereas subjective norm plays a major role in Indian samples to adopt organic food. Managerially, the present study suggests that a firm marketing its organic food must concentrate more on “warm glow” for Indian consumers in order to improve their market share.

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Senior Consumer Motivations and Perceived Value of Robot Service Restaurants in Korea

Sustainability ◽

10.3390/su13052755 ◽

2021 ◽

Vol 13 (5) ◽

pp. 2755

Author(s):

Min-Kyu Kwak ◽

JeungSun Lee ◽

Seong-Soo Cha

Keyword(s):

South Korea ◽

Low Income ◽

Structural Equation ◽

Perceived Value ◽

Reliability And Validity ◽

Equation Modeling ◽

Consumer Innovativeness ◽

Face To Face ◽

Perceived Values ◽

Level Group

This research empirically tested a theoretical model by defining senior customers’ intentions to use robot service restaurants emerging in South Korea. Non-face-to-face services have become increasingly important for seniors. Therefore, restaurant marketers should cater to senior customers’ needs by sustaining robot service restaurants. The study analyzed 243 questionnaires to verify the reliability and validity of the measurement items. The research hypotheses were examined using structural equation modeling (SEM). The suggested model comprised three stages: motivated consumer innovativeness (MCI), perceived value, and planned behavior (attitude, intention to use). The results revealed that senior customers’ perceived values positively influenced attitude and were enhanced by hedonically MCI (hMCI) and socially MCI. Moreover, the hedonic and social elements of motivation improved the attitude and usage intentions of robot service restaurants for senior customers. However, these relationships differed in terms of the income level of the customer groups. For the low-income senior-level group, hMCI was more influential on the perceived value. This study is meaningful because it analyzes the effect of MCI of seniors on the perceived value of robot service restaurants, which are growing rapidly in South Korea. It has empirically proved the moderating effect of different income groups, providing practical implications.

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Exploring Sustainable Food Choices Factors and Purchasing Behavior in the Sustainable Development Goals Era in Spain

Sustainability ◽

10.3390/su13137397 ◽

2021 ◽

Vol 13 (13) ◽

pp. 7397

Author(s):

Isabel Blanco-Penedo ◽

Javier García-Gudiño ◽

Elena Angón ◽

José Manuel Perea ◽

Alfredo J. Escribano ◽

...

Keyword(s):

Fixed Effects ◽

Sustainable Consumption ◽

Principal Component ◽

Final Analysis ◽

Influential Factors ◽

Purchase Behavior ◽

Sustainable Food ◽

The Sustainable Development ◽

Region Of Residence ◽

And Gender

The aim of the present study was (1) to investigate what consumers include within the concept of food sustainability and its link with sustainable consumption, by identifying meaningful consumer typologies from the concept of food sustainability and food choice factors framed by SDG 12, and (2) to know how different farm systems attributes affecting purchase behavior are associated with such typologies. Consumers from two Spanish regions (n = 403) answered a paper questionnaire to know their degree of knowledge of sustainability, and beliefs, behavior, attitudes and preferences towards food sustainability, and the importance given to product characteristics and shopping practices. A principal component analysis was conducted to identify groups with similar answers, to average some of the questions before the final analysis of variance, which includes demographic classes as fixed effects. A cluster analysis using the most representative questions identified two clusters. cluster 1 (68.4%) responded to more sustainability-related attributes, and cluster 2 (31.5%) presented a less-expanded concept of sustainability. The origin of the product and quality certification (local, organic) was important for food purchase practices. The place of residence and gender differences of the consumers were the most influential factors. In the conjoint study, regarding the purchase of Iberian pork, cluster 1 remained unwilling to sacrifice outdoor systems and local breed at the expense of the price, in the case of the Iberian pig production. The most important demographic differentiator was the region of residence of the consumer. In conclusion, consumers are not aware of the wider aspects included in the sustainability concept. Moreover, the concept of sustainability elicits different meanings to the segments of the consumers identified.

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Health literacy and health outcomes in China’s floating population: mediating effects of health service

BMC Public Health ◽

10.1186/s12889-021-10662-7 ◽

2021 ◽

Vol 21 (1) ◽

Author(s):

Hai-YanYu ◽

Wei-Ling Wu ◽

Lin-Wei Yu ◽

Lei Wu

Keyword(s):

Health Literacy ◽

Health Service ◽

Health Services ◽

Health Outcomes ◽

Service Utilization ◽

Health Service Utilization ◽

Mediating Effect ◽

Floating Population ◽

Equation Modeling ◽

Mediating Effects

Abstract Background The floating population in China consists primarily of internal immigrants and represents a typical health vulnerable group. Poor health literacy has recently become an obstacle in the accessibility and utilization of health services for the vulnerable population, leading to adverse health outcomes. This study aimed to examine whether health literacy affected health outcomes in China’s floating population and whether health service utilization had a mediating effect between health literacy and health outcomes. Method The current study utilized a cross-sectional stratified, multistage, proportional to scale (PPS) study in Zhejiang Province, China, in November and December 2019. In total, 657 valid self-reported questionnaires were recovered and used for data collection. Questionnaires included questions regarding sociodemographic characteristics, health literacy, health outcomes, and health service utilization. Confirmatory factor analysis was used to test questionnaire validity; descriptive statistics were used to understand the demographic characteristics of the floating population; and structural equation modeling was used to determine whether health service utilization mediated health literacy and health outcomes. Results We report positive correlations between health literacy, health service utilization, and health outcomes. Mediation analysis demonstrated that health service utilization had partial mediating effects between health literacy and health outcomes. In the relationship between health literacy and health outcomes, the indirect effects of health service utilization accounted for 6.6–8.7% of the total effects. Conclusion Complete health literacy, through health care literacy and health promotion literacy, affects the mobile population’s initiative to use health services, which, in turn, affects health outcomes. Thus, improving the health literacy of the floating population will help to improve health outcomes. Furthermore, health service providers should enhance the diversity of health service supply to ensure that the floating population has the external resources to improve personal health literacy.

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Sustainability in the Beverage Industry: A Research Agenda from the Demand Side

Sustainability ◽

10.3390/su13010186 ◽

2020 ◽

Vol 13 (1) ◽

pp. 186

Author(s):

Carla Rodriguez-Sanchez ◽

Ricardo Sellers-Rubio

Keyword(s):

Production Process ◽

Research Agenda ◽

Sustainable Consumption ◽

Purchase Behavior ◽

Future Research ◽

Demand Side ◽

Economic Aspects ◽

Purchasing Decisions ◽

Beverage Industry ◽

Environmental Considerations

Sustainability has become one of the most important challenges for the beverage industry over the last few decades. In fact, many producers have implemented environmental, social, or economic aspects of sustainability at several stages of their production process. One of the reasons that might explain this interest in sustainability is that consumers are changing their behavior to integrate sustainable and environmental considerations into their purchase behavior. Accordingly, some consumers’ purchasing decisions are based not only on how well products satisfy their needs but also on how these products affect the environment or society at large. Within this context, designing appropriate interventions to fostering sustainable consumption requires deeper knowledge about its underlying determinants. In this paper, we focus on some of the most important challenges that might drive future research within this area.

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