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.

scholarly journals Using theory of consumption values to predict organic food purchase intention: Role of health consciousness and eco-friendly LOHAS tendency

2021 ◽  
Vol 19 (3) ◽  
pp. e0109-e0109
Author(s):  
Sirin G. Köse ◽  
Keyword(s):  
Purchase Intention ◽  
Organic Food ◽  
Perceived Value ◽  
Equation Modeling ◽  
Food Purchase ◽  
Health Consciousness ◽  
Intention To Purchase ◽  
Functional Value ◽  
High Level ◽  
Emotional Value

Aim of study: The objective of this study was to investigate the relationship between eco-friendly LOHAS (Lifestyle of Health and Sustainability) tendency, health consciousness, perceived value of organic food and organic food purchase intention in the framework of personality-perception-behavioral intention. Area of study: Turkey. Material and methods: Data were collected from consumers using structured questionnaires. The research model was analyzed with the Partial Least Square Structural Equation Modeling technique. Main results: Results show that eco-friendly LOHAS tendency (β= 0.292, p<0.01), health consciousness (β=0.140, p<0, 05), emotional value (β=0.282, p<0.01), and social value (β=0.099, p<0.05) positively influence intention to purchase organic food, whereas financial value and functional value were not significantly related to intention to purchase organic food. Furthermore, eco-friendly LOHAS tendency and health consciousness are positively related to all dimensions of perceived value of organic food. Research highlights: Findings point out that affective dimension of perceived value of organic food is more considerable than cognitive dimension in a developing country. Emotional value of organic food is more important for consumers who have high level of eco-friendly LOHAS tendency while functional value of organic food is more essential for consumers who a have high level of health consciousness.

Luxury consumption and the moderating role of attitude toward counterfeits: The case of an emerging market

2021 ◽  
Vol 47 (1) ◽  
pp. 41-55
Author(s):  
Fariborz Rahimnia ◽  
Nazanin Hosseini Arian
Keyword(s):  
Purchase Intention ◽  
Positive Attitude ◽  
Emerging Market ◽  
Economic Benefits ◽  
Equation Modeling ◽  
Luxury Brand ◽  
Value Perception ◽  
The Relationship ◽  
Moderating Role

The purpose of this research is to investigate the moderating role of positive attitude toward economic benefit of counterfeit products in the relationship between luxury value perception and purchase intention of luxury brands among Iranian consumers. Data were collected using questionnaires, which were completed by 386 customers at various shopping malls. Structural equation modeling was used to test the direct hypotheses in Amos v.18, and moderated regression analysis to test the moderating hypothesis in SPSS v.19. The results indicate that financial and social value are important drivers of luxury value perception in shaping the purchase intention of consumers, while functional value is not involved in this regard. Moreover, attitude toward counterfeits, as a moderator, reduces the positive effect of luxury value perception on purchase intention. This research provides important insights not only with regard to market entry decision-making but also to develop marketing strategies for positioning a luxury brand in an Asian emerging market. The findings could be potentially generalized to other developing countries in the Middle East with analogous socioeconomic and cultural circumstances. While several studies have been conducted regarding counterfeiting and luxury brand consumption, this is an initial investigation on the moderating role of positive attitude toward economic benefits of counterfeits in the relationship between luxury value perception and purchase intention in the context of an emerging market. This research facilitates further investigations in this regard.

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.

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 How Attributes of Green Advertising Affect Purchase Intention: The Moderating Role of Consumer Innovativeness

2021 ◽  
Vol 13 (16) ◽  
pp. 8723
Author(s):  
Woohyuk Kim ◽  
Seunghee Cha
Keyword(s):  
Structural Equation Modeling ◽  
Purchase Intention ◽  
Structural Equation ◽  
Equation Modeling ◽  
Consumer Innovativeness ◽  
Green Advertising ◽  
Advertising Strategies ◽  
The Relationship ◽  
Moderating Role

Although the importance of green advertising has increased, there is still little research in terms of attributes of green advertising. The purpose of our study was to investigate the relationship between attributes of green advertising and purchase intention when moderated by consumer innovativeness. After collecting data from consumers in South Korea, we analyzed 200 usable surveys in structural equation modeling. The analysis revealed positive relationships between three attributes of green advertising (i.e., attractiveness, informativity, and reliability) and purchase intention and identified the moderating role of consumer innovativeness in those relationships. Our findings have implications for marketing, especially for the development of green advertising strategies.

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.

scholarly journals Purchasing Behavior of Organic Food among Chinese University Students

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.

scholarly journals Motives of Willingness to Buy Organic Food under the Moderating Role of Consumer Awareness

2020 ◽  
pp. 1-11
Author(s):  
Zohra Ghali
Keyword(s):  
Structural Equation ◽  
Research Work ◽  
Organic Food ◽  
Model Fit ◽  
Equation Modeling ◽  
Consumer Awareness ◽  
Health Consciousness ◽  
Willingness To Buy ◽  
Moderating Role

Aims: The present paper aims to study a set of motives favoring the consumer willingness to               buy organic food in the context of developing market (Tunisia). This study also endeavors to examine the moderating role of awareness in the relationships between willingness to buy and its motives. Place and Duration of Study: This research work was developed from May to December 2019. The hypotheses were tested in a developing country (Tunisia). Methodology: To test the research hypotheses as well as the overall model fit, the Structural Equation Modeling (SEM) method has been used. A survey was conducted from 16 June to 31 August of 2019 in several supermarkets and organic grocery shops in Tunisia. Results: The findings of a quantitative study involving 480 Tunisian consumers of organic food products indicate that health consciousness and knowledge of organic food are significant drivers of willingness to buy. The intensity of these relationships is positively moderated by awareness. However, concern for the environment did not prove to exert any significant influence on willingness to buy. Conclusion: This study provides interesting managerial guidelines for policymakers to switch to organic farming that is beneficial for health and environment. It also allows significant insights for marketers to formulate an effective marketing strategy through exploring some crucial drivers of willingness to buy organic food while enhancing the consumers’ awareness.

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

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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