Consumer preferences toward organic food and the moderating role of knowledge: a case of Pakistan and Malaysia

Kashif, Umair; Chen, Hong; Naseem, Snovia; Khan, Waris Ali; Akram, Muhammad Waqar

doi:10.1590/0103-8478cr20190842

Cited by 11 publications

(8 citation statements)

References 59 publications

(51 reference statements)

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“…26 Health is frequently cited as a key factor in the decision to buy OF. 65 The results support previous literature, 60,67,[86][87][88][89][90][91] which concludes the security of health is one of the main reasons behind the intention to purchase OF. The COVID-19 outbreak has made individuals more aware of the value of health and concerned about their well-being.…”

Section: Resultssupporting

confidence: 86%

Intention to Purchase Organic Food Among Indian Consumers: Application of Theory of Planned Behaviour

Kaur,

Kaur

2023

Metamorphosis: A Journal of Management Research

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The primary aim of this research is to investigate the consumer’s intention to purchase organic food (OF) in India, using the theory of planned behaviour (TPB). This study used the values of security, conformity, and self-direction in addition to the TPB and tested its impact on the attitude and intention to purchase OF. Data were gathered from 400 OF customers approached using the mall intercept method. To evaluate the relationships between the key determinants, data were analysed using structural equation modelling. The research revealed that attitude, subjective norms (SN), and perceived behaviour control (PBC) have a positive and significant impact on the intention to purchase OF. Security, self-direction, and conformity have a significant impact on attitude. In addition, security has a significant impact on SN and PBC. PBC is found to have an impact on SN. These findings provide several useful implications for marketing managers. Environmental officials and the government might use the study’s findings to expand organic consumption. The study makes a conceptual contribution to the existing literature by establishing theoretical linkages between values and TPB-related constructs.

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Section: Resultssupporting

confidence: 86%

Intention to Purchase Organic Food Among Indian Consumers: Application of Theory of Planned Behaviour

Kaur,

Kaur

2023

Metamorphosis: A Journal of Management Research

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“…The theory of planned Behavior (TPB) has been connected in numerous past studies in several settings of green food consumption to clarify consumer's state of mind (behaviour) and demonstrated that it is profoundly dependable and personal state of mind (behaviour) for occurrences, this show has connected in a research that explored buyers in intention to buy organic food production in Pakistan. Consumers personal values (health consciousness), environmental knowledge, perceived values, cost of the food and Covid-19 have positive impacts on organic food consumption TBP model (Kashif, Hong, Naseem, Khan, & Akram, 2020).…”

Section: Environmental Knowledgementioning

confidence: 99%

Exploring the Compelling Components with Consumer Organic Food Purchase Intention and Intention Behavior Gap in Covid-19: Evidenced from Pakistan

Bibi¹,

Satti

2022

iRASD J. Manag.

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The purpose of this study is to identify the factors which affect organic food purchasing and to explore the factors in which Covid-19 affects consumers’ purchase intention regarding organic food. The study started with an exploratory exercise, whereby in-depth interviews were conducted with Eighteen customers, using mall intercept techniques. Thematic analysis was used to examine data. The study results showed that cost, perceived value, social values, health consciousness, and purchase behaviour, Covid-19 have a positive impact on consumers’ purchase intentions. The findings of this study will help to Improve distribution channels to extend their competitiveness in the organic food market in Pakistan. Prices are high with other conventional food because the production of organic food is low in Pakistan, That’s why producers demand higher prices. On the consumer side, if he is prepared to pay higher prices, he wants to make sure the food is Organic. The reason is that there is no authentication, and certification of organic food production is a major issue, in Pakistan, no institution gives surety that organic food farms are registered from a specific year. Government should give certification, in this way when consumers satisfy then consumers intentions toward organic food purchasing should become higher. Government should Promote Organic fertilizer and its production, that’s why prices of green food items become less.

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“…In general, it is believed that social, economic, and psychological factors have affected the decisions of farmers to convert to organic farming (BOLWIG; GIBBON & JONES, 2009;DAXINI et al, 2019;DESSART;BARREIRO-HURLÉ & VAN BAVEL, 2019;HOME et al, 2018). These factors are comprised of maintenance of family farm (BOUTTES; DARNHOFER & MARTIN, 2018), the farm's characteristics (CHMIELINSKI et al, 2019), the farm's economic potential (KERSELAERS et al, 2007), environmental concerns (MEIER et al, 2015), employment potential (FINLEY et al, 2018), reduction of nitrogen and pesticide use (MULLER et al, 2017), maintenance of the family farm's ecological balance (NELSON & STOCK, 2018), provision of healthy food for the family (KASHIF et al, 2020), and protection of local biodiversity from further degradation (CHAPPELL & LAVALLE, 2011). Other studies have demonstrated that farmers are motivated to adopt organic production not only for economic and financial reasons (LUND; HEMLIN & LOCKERETZ, 2002& PADEL, 2001, but also for health, ideological and philosophical reasons (RIGBY;YOUNG & BURTON, 2001;WILIER & GILLMOR, 1992).…”

Section: Agribusinessmentioning

confidence: 99%

Conversion to organic farming: a dynamic opportunity for Pakistani smallholders of fresh fruit

Ali

Shang

2021

Cienc. Rural

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Exporting the organic fresh fruit (FF) to Europe and America could be regarded as great opportunity for smallholders and suppliers of Gilgit Baltistan, Pakistan. Yet, the global organic farmland and the number of organic producers are continued to grow. To date, little is known about the behavior of Pakistani farmers towards organic fresh fruit production. This study examined the factors that influence the decision-making of fresh fruit smallholders concerning the conversion to organic farming (COF). This study uses Ajzen’s theory of planned behavior (TPB) to predict the behavior of Pakistani smallholders of fresh fruit. Path analysis examined the utility of the extended version of the TPB model to anticipate 277 small-scale farmers’ behavioral intentions towards the adoption of organic farming (AOF) and their prospect of converting their farm to organic produce within the next three years. The present study reported that the smallholders’ attitude (ATT), subjective norms (SN), perceived behavior control (PBC), and farmer’s group participation (FGP) were positively correlated with farmer’s intention to adopt organic farming, while group participation of farmers has significant correlation with their behavior regarding production of organic fruits. The present study justifies using the model of farmers’ group participation in policies that deliberately cheer up smallholders of fresh fruit to adopt organic farming, to raise farm incomes and to alleviate poverty.

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Consumer preferences toward organic food and the moderating role of knowledge: a case of Pakistan and Malaysia

Cited by 11 publications

References 59 publications

Intention to Purchase Organic Food Among Indian Consumers: Application of Theory of Planned Behaviour

Intention to Purchase Organic Food Among Indian Consumers: Application of Theory of Planned Behaviour

Exploring the Compelling Components with Consumer Organic Food Purchase Intention and Intention Behavior Gap in Covid-19: Evidenced from Pakistan

Conversion to organic farming: a dynamic opportunity for Pakistani smallholders of fresh fruit

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