Green chicken purchase behavior: the moderating role of price transparency

Abstract

Purpose Developing green consumption, organic and green meat and poultry consumption have been increased recently. The purpose of this paper is to investigate the effect of food’s sensory characteristics (e.g. organic food beliefs) and non-food factors (e.g. price transparency) on consumers’ green purchase behavior. So, according to the moderating role of price transparency, affecting factors on green chicken purchase intention and behavior are examined. Design/methodology/approach Evaluating the model, the authors used measures from previous research. The authors distributed questionnaire in four chain stores in four different geographical regions in Tehran. The structural model and relations were examined by using Smart PLS 2.0 software to simultaneously estimate the measurement and structural models. Findings Structural equation analysis revealed that level of trust, consumer’s organic food beliefs and perceived environmental responsibility have positive impact on green purchase intention. Also price transparency moderator role confirmed that moderators can affect consumers’ actual behavior. Research limitations/implications As our sample was just from Tehran, the research results may lack generalizability to all people in Iran. Therefore, future researchers are encouraged to retest the proposed model in other cities and also in other countries with different level of economic development. Practical implications This paper includes suggestions for managers and producers to develop green food products consumption especially green chicken. Also it has implications for spreading out green consumption among people with high environmental involvement. Originality/value Despite conducted research, the moderating role of price transparency has been used only rarely to investigate consumers’ green purchase behavior.

Motives of Green Consumption: The Moderating Roles of Perceived Consumer Effectiveness and Price Sensitivity

“…The moderating effect of price sensitivity between green purchase intention and green purchase behavior was statistically confirmed (H6). These results are consistent with those of Minbashrazgah et al (2017) who stated that the consumers who are less sensitive towards premium price of green products are more likely to purchase them.…”

“…These theories have shown their relevance in different context. Particularly, for green consumption, authors also confirmed the strong relationship between purchase intention and behavior (Ajzen and Fishbein, 2005;Minbashrazgah et al, 2017;Lai and Cheng, 2016;Liobikiene et al 2017). In the same vein, Kanchanapibul et al (2014) stated that the green purchase intention, as consumer's tendency to buying a product because of environmental and human health reasons, often directly drives the buying behavior.…”

“…In particular, discussions about consuming green products have become increasingly important for researchers and managers (Zhu et al, 2013;Jaiswal and Kant, 2018). As a result 'green consumption, as the practice of using environmentally friendly products that do not damage the environment and threaten the function of diversity of natural ecosystems" (Minbashrazgah et al, 2017), has expanded and is increasingly present in the daily lives of many consumers. These latter are becoming more demanding as to what they buy and what they consume (Kai and Haokai, 2016).…”

Demystifying Horizontal/Vertical Cultural Difference in Green Consumption: A Cross-Cultural Comparative Study

“…In other words, our study helps to close that knowledge gap. Third, it provides the first empirical evidence regarding the ways in which environmental responsibility mediates the effects of horizontally individualistic and vertically collectivistic cultural values on various green consumption constructs (Minbashrazgah, Maleki, and Torabi 2017). The fourth contribution of this study is managerial.…”

Trust Management in Organic Agriculture: Sustainable Consumption Behavior, Environmentally Conscious Purchase Intention, and Healthy Food Choices

“…The consequence of perceived quality and confidence in organic private label on purchase intentions is somewhat moderated by perceived value (62). The above studies provide evidence that organic food quality is demonstrated by green, health, and hedonic upsides (63); that inexpensive and abundant products should not affect healthfulness, the ecosystem, and consuming quality (64); that the market is regulated by the perceived upsides of chemical-free over conventionally cultivated food (57); that altruistic value notably influences biosphere values, which subsequently arouse disposition to spend more on an environmentally friendly menu through pro-environmental attitude (65); and that degree of confidence, consumer's additive-free food beliefs, and perceived green accountability favorably affects organic purchase intention (66). The conclusion drawn from these analyses is that organic consumers mainly purchase environmentally friendly products as they think they are healthier and full of nutrients because of the lack of harmful substances (67), as chemical pesticides and synthetic fertilizers are not employed in organic agriculture.…”