Drivers of Organic Food Purchase Intention in a Developing Country: The Mediating Role of Trust

Ayyub, Samia; Asif, Muhammad; Nawaz, Muhammad

doi:10.1177/21582440211045076

Cited by 12 publications

(7 citation statements)

References 112 publications

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“…Environmentally-friendly consumption is often predicted throughout customers' intent to purchase green products (Vu et al, 2021, pp. 1-19), then this intention can translate into an actual green purchase behaviour to minimize the environmentally negative impacts (Ayyub et al, 2021(Ayyub et al, , pp. 1-12 2021.…”

Section: Sustainable Consumption and The Research Contextmentioning

confidence: 99%

Antecedents of green purchase intention: a cross-cultural empirical evidence from Vietnam and Poland

Duong

Gadomska–Lila

2021

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Research background: Even though antecedents of green consumption have already been considered in numerous scientific articles, their findings still remain inconsistent. Furthermore, far less attention has been paid to understanding the underlying mechanism of cultural values, including collectivism and long-term orientation, and perceived environmental knowledge influencing intention to purchase environmentally friendly products, as well as the meditating role of green purchase willingness in the linkages between antecedents and green purchase intention. In addition, some previous studies suggested that it might be meaningful and significant to explore these linkages in the cross-cultural context with different levels of economic development. Purpose of the article: This study explored the effects of cultural dimension, perceived environmental and green purchase willingness with regard to intention to purchase environmentally friendly products of Vietnamese and Polish customers. Moreover, the mediating role of green purchase willingness was also investigated in this study. Methods: To achieve the objectives of this research, customer surveys were conducted in two developing countries ? Vietnam and Poland. Two convenience samples of 611 Vietnamese consumers and 301 Polish consumers have been recruited from 03 May to 03 October 2020. The structural equation modelling (SEM) was utilized to examine the conceptual framework and test the proposed hypotheses. Findings & value added: The research revealed that green purchase willingness became the most influential factor to predict green purchase intention in both cultures. Also, perceived environmental knowledge was found to have substantial effects on willingness and intention to purchase environmentally friendly products in both countries, even though the influential degree in Poland was much higher than that in Vietnam. Remarkably, cultural dimensions were found to significantly affect green consumption in the collectivist culture of Vietnam, while these relationships were not significant in Poland. This study was expected to significantly contribute to the existing literature by boosting our understanding of the importance of cultural values and perceived knowledge environment in promoting green consumption in the cross-cultural context.

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Section: Sustainable Consumption and The Research Contextmentioning

confidence: 99%

Antecedents of green purchase intention: a cross-cultural empirical evidence from Vietnam and Poland

Duong

Gadomska–Lila

2021

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“…According to cue utilization theory (Cox, 1967), the label – and the information it provides – is an extrinsic cue on the product that consumers look for, especially when the product quality is uncertain. Therefore, label information acts as a source of trust and quality of food products (Ayyub et al , 2018, 2021; Lassoued and Hobbs, 2015; Loureiro and McCluskey, 2000). Consumers are more likely to buy or use a product or service they trust because trust reduces perceived risk among customers (Handi et al , 2018; Harridge-March, 2006), which in turn increases their purchase intention (Bulut and Karabulut, 2018; Fang et al , 2014; Limbu Yam et al , 2012; Seo et al , 2020).…”

Section: Introductionmentioning

confidence: 99%

The role of trust and algorithms in consumers’ front-of-pack labels acceptance: a cross-country investigation

Mazzù

Baccelloni

Romani

et al. 2022

EJM

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Purpose This study aims to reveal the implications that trust, as a key driver of consumer behaviour, might have on consumer acceptance of front-of-pack labels (FOPLs) and policy effectiveness. By conducting three studies on 1956 European consumers with different levels of exposure to FOPLs, this study offers additional theoretical and experimental support through a deep investigation of the central role of trust in consumers’ decision-making towards healthier and more informed food choices. Design/methodology/approach Study 1 used structural equation modelling to assess whether trust is a relevant mediator of the relationship between attitude and behavioural intention (BI), thus upgrading the front-of-pack acceptance model (FOPAM); Study 2 tested the model by comparing two labels at the extremes of the current European scheme (NutrInform Battery [NiB], Nutri-Score [NS]); Study 3 assessed the effect in cases where the connection between trust and algorithms is made transparent and evaluated trust dimensions, focusing on the perception of an algorithm presence behind FOPLs information. Findings Study 1 strengthens the FOPAM model with the mediating role of trust in FOPLs, demonstrating a positive effect of attitude on trust and, in turn, on BI, and resulting in a higher model fit with all the significant relationships; Study 2 revealed that the relative performance of the different labels on the FOPAM can be explained by the trust dimension; Study 3, investigating the dynamics of trust in the FOPAM, revealed that the NS is less effective than the NiB on attitude, BI and trust. Research limitations/implications The sample was limited to Italian, French and English respondents, and two labels at the extreme of the spectrum were examined. Furthermore, the research has relevance to the issue of trust. Other moderators used in previous studies on technology acceptance model, such as actual use versus perceptual use, user experience level or type of users and type of use might be investigated. Practical implications The investigation of trust, with the upgrade of FOPAM, enhances understanding of consumers’ decision-making processes when aided by food labels and makes a new contribution to the European Union “Inception Impact Assessment” in preparation for the finalization of the “From-Farm-to-Fork Strategy”, providing new insights into the role of trust by assessing the relative performance of FOPLs in consumers’ acceptance of food-related information. Furthermore, this study revealed that consumers’ perception of FOPLs worsens when they realize that they are the result of an algorithmic calculation. Finally, the new FOPAM represents a reliable theoretical model for future research on FOPL. Originality/value This study increases the knowledge about the performance of different FOPLs on several dimensions of food decision-making, positions the upgraded FOPAM as a valid alternative to existing theoretical models to assess the relative performance of labels, also extending the literature in the context of algorithm-based FOPL, and could be used as a valid support to policymakers and industry experts in their decision towards a unified label at European level.

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“…Nevertheless, such research has been mainly conducted in high income countries. Thus, there is a need to conduct research in developing countries, where consumers' motivations/resistance to engage in ethical food consumption may differ from those in more developed countries [14][15][16][17]. To illustrate, while 87% of all organic producers are settled in developing countries [18], most of the production is export-oriented, with high prices being a constraint for the local population to consume certified food [19,20].…”

Section: Introductionmentioning

confidence: 99%

The Socioeconomic Drivers of Ethical Food Consumption in Ecuador: A Quantitative Analysis

et al. 2022

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A significant body of research has analyzed the socioeconomic determinants of ethical consumption, nevertheless, most of those studies have been conducted in high-income countries. With data from a survey with national representation (n = 11,526), this study aimed at analyzing the socioeconomic factors shaping decisions of ethical consumption in Ecuador, a middle-income country, where agroecological production has been proposed as a strategy to reduce rural poverty while promoting sustainable agriculture. Price is the principal purchasing criterion for 78% of the households in the sample, while ecological/organic label and support to local farmers account for 11 and 3% of the sample, respectively. Brand is the principal buying criterion for 8% of the sample. Consistent with prior research, the results of a multinomial probit regression show that ecological consumers are statistically likely to be wealthier and more educated than their price-driven counterparts. Contrary to the findings of previous research in Ecuador, ecological consumers do exhibit environmental awareness. Those with support to local producers as their main purchasing driver are also featured by high levels of wealth and education, nevertheless, they are not as concerned about the environment as their ecological counterparts. The implications of these findings for policy are explored in the Discussion section.

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Drivers of Organic Food Purchase Intention in a Developing Country: The Mediating Role of Trust

Cited by 12 publications

References 112 publications

Antecedents of green purchase intention: a cross-cultural empirical evidence from Vietnam and Poland

Antecedents of green purchase intention: a cross-cultural empirical evidence from Vietnam and Poland

The role of trust and algorithms in consumers’ front-of-pack labels acceptance: a cross-country investigation

The Socioeconomic Drivers of Ethical Food Consumption in Ecuador: A Quantitative Analysis

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