The Mediating Role of Vietnamese Consumer Trust on Organic Food Consumption

2021 ◽  
Vol 27 (02) ◽  
Keyword(s):  
Food Consumption ◽  
Organic Food ◽  
Consumer Trust ◽  
Mediating Role ◽  
Organic Food Consumption

scholarly journals Antecedents of Trust in Organic Foods: The Mediating Role of Food Related Personality Traits

2018 ◽  
Vol 10 (10) ◽  
pp. 3597 ◽  
Author(s):  
Samia Ayyub ◽  
Xuhui Wang ◽  
Muhammad Asif ◽  
Rana Ayyub
Keyword(s):  
Personality Traits ◽  
Food Consumption ◽  
Organic Food ◽  
Consumer Trust ◽  
Organic Foods ◽  
Mediating Role ◽  
Building Trust ◽  
Organic Food Consumption ◽  
Related Personality

The current study focuses on identifying the factors responsible for building trust in organic foods. This study also attempted to establish the mediating role of food-related personality traits in building such trust. The quantitative data was collected from the Liaoning province of China through a structured questionnaire (n = 420). Established scales were adopted for measuring constructs. The Structural Equation Modeling (SEM) was used to test the hypotheses. The results indicated that consumer trust towards retailers was found to be highly significant in creating trust of customers regarding organic food products, followed by information on the label. The trust of consumers towards food manufacturer was also found to be a significant predictor, while the perceived knowledge of customers about organic food products was found to be a weak contributor towards building trust. Furthermore, food-related personality traits were found to mediate the hypothesized model. This study extends the literature on trust in organic food consumption by intending to provide a detailed analysis of the factors that build trust in organic food consumption in China. The findings of this study will help producers, retailers, and marketers to identify the appropriate strategies to establish and improve the consumer trust in organic food.

scholarly journals Organic Food Consumption in Italy: The Role of Subjective Relevance of Food as Mediator between Organic Food Choice Motivation and Frequency of Organic Food Consumption

2020 ◽  
Vol 12 (13) ◽  
pp. 5367 ◽  
Author(s):  
Greta Castellini ◽  
Mariarosaria Savarese ◽  
Cinzia Castiglioni ◽  
Guendalina Graffigna
Keyword(s):  
Food Consumption ◽  
Structural Equation ◽  
Organic Food ◽  
Psychological Needs ◽  
Self Report ◽  
Consumption Data ◽  
Food Consumption Data ◽  
Organic Food Consumption ◽  
The Individual

Nowadays, the problems that afflict our planet (climate change, loss of biodiversity, etc.) are leading to the implementation of a more sustainable type of consumption. Increasing the consumption of organic products is a way to face and try to solve these problems. In order to reach this aim, it is important to understand how consumers’ subjective relevance of these products impacts on their consumption. The recent literature, in fact, highlighted how food consumption is salient for the individual to express their identity and life orientations, even more in the case of organic food consumption. Nonetheless, little is known about how subjective relevance of food affects organic food consumption. The present research aims to measure the role of subjective relevance in organic food consumption. Data were collected with a self-report questionnaire that was filled out by a sample of 964 Italians, representative of the population. We used structural equation modelling (SEM) and the bootstrap technique to test the hypothesis. The results show that subjective food relevance is a mediator between the motivations of organic food consumption and the frequency of consumption of it. This research points out the necessity to study consumers in a wider way, using communication that emphasizes the role that these products have in satisfying the psychological needs of consumers.

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.

The role of environmentally conscious purchase behaviour and green scepticism in organic food consumption

2018 ◽  
Vol 120 (10) ◽  
pp. 2411-2424 ◽  
Author(s):  
Ursa Golob ◽  
Mateja Kos Koklic ◽  
Klement Podnar ◽  
Vesna Zabkar
Keyword(s):  
Social Norms ◽  
Food Consumption ◽  
Structural Equation ◽  
Online Survey ◽  
Organic Food ◽  
Environmentally Conscious ◽  
Content Type ◽  
Organic Food Consumption ◽  
The Impact

Purpose Despite numerous scholarly attempts, there is a lack of consensus regarding the relevance of various factors used to promote organic food consumption. The purpose of this paper is to assess the impact of environmentally conscious purchase behaviour (ECPB) and green scepticism on organic food consumption. Moreover, the paper examines the indirect impact of attitudinal and contextual forces on organic food consumption (through ECPB). Design/methodology/approach The paper develops a conceptual model of organic food consumption. Data were collected through an online survey on a sample of 462 consumers in Slovenia. Structural equation modelling was used to test the hypothesised relationships. Findings The findings indicate that ECPB positively and green scepticism negatively affects organic food consumption. In addition, ECPB is positively influenced by personal and social norms, perceived availability and consumer sustainability orientation. Interestingly, the social norms exert the strongest indirect effect on organic food consumption. Research limitations/implications This study informs organic food producers and policy makers about the relative importance of ECPB and scepticism for increasing organic food consumption. It also highlights the role of general attitudinal and contextual factors for ECPB and organic food consumption. Originality/value The proposed model enables a better understanding of the relevance of ECPB, its antecedents and green scepticism as (direct or indirect) determinants of organic food consumption.

scholarly journals When Consumers are in Doubt, You Better Watch Out! The Moderating Role of Consumer Skepticism and Subjective Knowledge in the Context of Organic Food Consumption

2018 ◽  
Vol 21 (s1) ◽  
pp. 1-14 ◽  
Author(s):  
Merima Činjarević ◽  
Emir Agić ◽  
Almir Peštek
Keyword(s):  
Food Consumption ◽  
Organic Food ◽  
Subjective Norms ◽  
Consumer Attitude ◽  
Product Knowledge ◽  
Personal Norms ◽  
Organic Food Consumption ◽  
The Impact ◽  
Moderating Role

Abstract Despite numerous scholarly attempts, there is a lack of consensus regarding the relevance of various factors influencing consumer’s intention to purchase organic food. The purpose of this study is to asses the impact of subjective and personal norms on consumer attitude toward buying organic food. Moreover, this study aims to explore the moderating role of contextual factors - product knowledge and consumer scepticism on the norms- attitude link. Data were collected through an online survey on a sample of 212 organic food buyers in Bosnia and Herzegovina. Moderated regression analysis was used to test the hypothesized relations between the constructs of interest. Findings indicate the subjective and personal norms are positively and significantly related to consumer attitude toward organic food purchases. Also, our findings revealed that product knowledge strengthens the subjective norms-attitude relationship, while consumer scepticism toward organic food claims weakens the subjective norms-attitude link. This study informs producers, marketers, and policy-makers about the relative importance of norms, scepticism, and knowledge in the context of organic food consumption.

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.

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