Factors affecting consumer purchase intentions of organic food through fuzzy AHP

Abstract

PurposeOrganic food market has grown rapidly on a global level and so is the interest of customers. The present paper ranks the factors and sub-criteria which are taken into consideration while making organic purchase decisions resulting in understanding the behaviour of consumers.Design/methodology/approachThe present paper considered a sample of 550 respondents in the area of Punjab. Fuzzy AHP technique was applied to understand the key factors and sub-criteria which play a major role in organic food purchase decisions. The paper is empirical and descriptive in nature. The factors considered for the study include price, consumer knowledge, trust, attitude, behavioural intentions, subjective norms, perceived personal relevance and perceived consumer effectiveness.FindingsThe three major influential factors include price, trust and attitude ranked in the same order of preference which majorly affects the purchase decisions and talking about sub-criteria the three major criteria to purchase organic food include: “Price plays a significant role in purchase decisions (P2)”, “Organic food keeps me fit and healthy (A1)” and “Organic food intake makes me feel energetic (A2)”.Research limitations/implicationsThe present paper is limited to the area of Punjab and majorly eight factors have been taken into consideration. Further research can be explored on broader geographical and cultural areas with new dimensions in criteria and sub-criteria.Practical implicationsThe findings of this paper will surely help the marketers to understand the behavioural intentions and preferences of the customers. Accordingly, they will strategize the policies to convert organic food market into a niche market with a high growth rate.Originality/valueThe existing literature explored various key factors. However, the present study comes up with ranking to the factors according to their priority in purchase decisions. This will definitely help marketers, business houses, practitioners and academicians about the key factors which affect purchase decisions, and it will surely add incredible knowledge into the existing database.

Purchase intention of organic foods: are lifestyles of health and sustainability the reason for my purchase decision?

“…At the same time, consumer attitudes (H5) demonstrated a significant mediating effect on purchase intent. These findings are in synch with past literature showing a positive and mediating impact between attitude and purchase intention for organic products (Arora et al. , 2021; Matharu et al.…”

“…If there is a high level of PCE in a consumer, this should result in them having a favorable attitude toward organic products (Park, 2016). Arora et al (2021) studied the key factors which played a major role in organic food purchase decisions. The study found a significant impact of perceived consumer effectiveness on the trust, attitude and behavioral intentions of consumers ranked as per an order of preference while affecting the purchase intention of organic food.…”

Customer experiences in the era of artificial intelligence (AI) in context to FinTech: a fuzzy AHP approach

“…It is a personality trait that emerges from a person’s cost-benefit analysis of a particular outcome (Arora et al. , 2022) and is the crucial factor in determining a specific intention of behavior (Ajzen and Fishbein, 1980) or extends to which a person adopt favorable or unfavorable behavior in each situation (Ajzen, 1991).…”

Factors Influencing Consumers’ Buying Behaviour of Organic Food in Sri Lanka: A Case of Consumers in Kegalle Divisional Secretariat Division

“…Social factors were measured with the support of mainly three items; consultation and reference of social network (family members, friends, supportive, etc), social status and information flow adopted by Nakalinda (2018) ;Tsakiridou et.al., (2008). Psychological factors are measured using six items; perception, motivation, happiness, enjoyment, and attitude adopted by Arora, Rani, Devi, and Gupta, (2022); Nakalinda (2018) ;Tsakiridou et.al., (2008). Each item was measured at an ordinal level with 7-point Likert scales such as 1 -Strongly disagree, 2 -Disagree, 3-somewhat disagree, 4-Neither agree nor disagree 5-somewhat agree, 6 -Agree, and 7 -Strongly agree.…”

“…Not for show, but today people are moving to organic food to reduce the purchase of chemical residuals and consume nutritious food to maintain a high level of human health (Prada, Garrido, and Rodrigues, 2017). This rapid growth is occurring due to increased consumer confidence in organic foods as well as concern about possible health risks and environmental impacts of conventional food production methods (Arora, et al, 2022;Winter and Davis, 2006). The proportion of buying organic food has increased day by day and it is gratifying that, not only developed but also developing countries are turning to organic food consumption (Doan, 2021).…”