Health motive and the purchase of organic food: A meta‐analytic review

Abstract

There are many empirically determined influential factors known to control the organic food purchase behaviour. Of these known factors‐ health, product quality and concern for natural environmental degradation are seen as the major motives behind the organic food purchase. We, therefore, attempted to investigate the most prominent reason(s) for buying organic food, using the meta‐analyses of studies published during the last 25 years as our basis for conviction. Multilevel meta‐analyses was applied to the studies in review, in order to find the major reason(s) for the purchase of organic grocery, milk, fruits and vegetables. Although the three motivational factors mentioned above have been echoed throughout the history of organic food purchase research, the health factor has always topped the priority chart. The study in its overall empirical scale contributes to managerial implications and sets an agenda for future research.

Consumer purchasing behaviour of organic food in an emerging market

“…Yadav and Pathak (2016) showed the considerable influences of health consciousness and environmental concern on attitude towards organic food, and the positive impact of attitude towards organic food on purchase intention. Rana and Paul (2020) even showed that there were significant differences in the degree of positive impact of health consciousness on attitude towards organic food among the studies that confirmed this relationship. Pham et al (2018) studied factors affecting organic food consumption among young consumers in Vietnam and showed that food safety concern, health consciousness and media exposure caused significant effects on attitude towards organic food, while environmental concern and food taste had insignificant impacts.…”

Does country matter in urban organic food products consumption?

“…Also, the findings of Pearson, Henryks, and Moffitt (2007) suggest that, particularly, individual benefits, that is, health and taste, are of major importance for OFP consumers (in Australia). A meta‐analytic review of the literature on this topic can be found on the work of Rana and Paul (2020)…”

Home sharing in marketing and tourism at a tipping point: What do we know, how do we know, and where should we be heading?

“… Meta-analytical reviews are focused on statistical assessments of prior empirical research on a specific research topic, whereby the common effects are identified through consistency in the direction of effect, effect size, and statistical power, and the reason for variations are explained. Examples of meta-analytical reviews include antecedents of foreign subsidiary divestment ( Schmid & Morschett, 2020 ), celebrity endorsements ( Knoll & Matthes, 2017 ), health motives and organic food purchases ( Rana & Paul, 2020 ), and host country risks and foreign ownership strategies ( Tang & Buckley, 2020 ). …”