Modeling and Promoting Organic Food Purchase

Ghosh, Sanjukta; Datta, Biplab; Barai, Parama

doi:10.1080/10454446.2016.1141138

Cited by 19 publications

(12 citation statements)

References 31 publications

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“…The PLS-SEM approach revealed that well-educated young consumers' awareness of price on environmental friendly products emerges as the four vital variables, which affect the consumer green purchasing decision and make visible a positive relationship, thus supporting the postulated H4. This result is reliable with past research in developed countries [89,90,167,168] that showed that consumers exposed their willingness to pay a higher premium for eco-labeled green products. The outcomes describe that most of the young consumers are interested in buying green products and agree to change their lifestyle if the price of the product is the same or lower than the regular product.…”

Section: Discussionsupporting

confidence: 90%

“…Green pricing means "Pricing for green products that offset consumers' sensitivity to price against their interest in paying more for the environmental performance of the products" [87]. Previous studies acknowledged that price is a strategic barrier deterring consumers from purchasing green products [88][89][90]. The price-conscious consumer does not agree to pay a premium price for green products; thus, it has a negative correlation between price awareness and attitudes toward purchasing green products or green foods [91].…”

Section: Green Awareness Of Pricementioning

confidence: 99%

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Why Not Green Marketing? Determinates of Consumers’ Intention to Green Purchase Decision in a New Developing Nation

2020

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Consumers are paying close attention to green products to reduce the environmental impact on health issues. As the scope of this research, this current study focuses on determining consumers’ purchase decisions regarding green products using a survey conducted in a fast-growing developing country. This research was descriptive and considered a conceptual framework for extending the Theory of Planned Behavior (TPB), which was selected as the primary theoretical model. The significant contributions and main objectives of this study are as follows—to explore the present scenario of green marketing in Bangladesh with previous studies, and to fill a research gap regarding green purchase decisions by applying the TPB model with adding additional constructs, such as environmental concerns, green perceived quality, and future green estimates. A range of qualitative and quantitative techniques were adopted to collect data from the target groups, where a sample of young educated Bangladeshi consumers (n = 638) was used to consider the measurement and structural models by applying a partial least squares-structural equation modelling (PLS-SEM) method. The empirical findings show that consumers’ environmental concern (EC), green perceived benefits (GPB), green awareness of price (GAP), green willingness to purchase (GWP), and future estimation of green marketing (GFE) have a strong positive influence on consumer’ green purchase decision (GPD). Still, the green perceived quality (GPQ) has a negative influence on green purchase decisions (GPD). To inform consumers about green or eco-friendly products, this study provides valuable suggestions to companies, marketers, and policymakers for designing green marketing tools such as green advertising, green branding, and eco-labels. Based on these findings, it gives some managerial insights for the promotion of green products and green marketing.

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Section: Discussionsupporting

confidence: 90%

Section: Green Awareness Of Pricementioning

confidence: 99%

Why Not Green Marketing? Determinates of Consumers’ Intention to Green Purchase Decision in a New Developing Nation

2020

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“…Previous studies posited that price is a strategic barrier deterring consumers from purchasing green products [57,58]. Organic food re-purchasing intention is closely related to perceived value [59].…”

Section: Hypothesis 1 (H1) Health Consciousness Is Positively Related To Organic Food Consumers' Buying Behaviormentioning

confidence: 99%

Purchasing Behavior of Organic Food among Chinese University Students

Ali

Hao

2021

Sustainability

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The consumption of organically produced food is gaining ground around the world due to growing consumers’ concerns for personal health. Nevertheless, researchersaddressed the intention-behavior gap pertaining to buying organic food and called for more studies on consumers’ actual purchasing behavior. In order to understand this disparity, the current study examined the relationship among health consciousness, pricing policy, consumer trust, personal attitude, and purchasing behavior of organic food among university students. In addition, this research examined the moderating impact of word of mouth (WOM). This research adopted a quantitative method and employed convenience sampling to administer survey questionnaires to buyers of organic food in five Chinese universities between November 2020 and February 2021. A total of 335 questionnaires were collected and used for data analysis. Structural equation modeling results revealed that purchasing behavior is positively related to health consciousness and negatively influenced by pricing policy, while personal attitude and consumer trust had an insignificant association with students’ buying behavior of organic food. Further, WOM had a positive moderating impact on the relationship between health consciousness and purchasing behavior; and was found to strengthen the negative relationship between pricing policy and organic food purchasing behavior. This study presents some critical implications for researchers and organic food retailers and marketers.

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“…These factors can be further classified into intrinsic or extrinsic attributes. Intrinsic attributes or cues such as appearance, smell, colour, taste and texture (Symmank, 2018; Ghosh et al , 2016; Hamlin, 2016) are part of the product (Symmank, 2018; Hamlin, 2016). External attributes such as brand, certification, price and packaging though related are not part of it physically (Symmank, 2018; Hamlin, 2016).…”

Section: Literature Reviewmentioning

confidence: 99%

Influences on purchase intentions of organic food consumers in an emerging economy

Dangi

Narula

Gupta³

2020

JABS

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Purpose This paper aims to investigate the determinants of organic food buying behaviour in an emerging economy like India, where organic food yet has low market share in spite of its potential. Using the theory of planned behaviour (TPB) as the underlying basis, it attempts to explain the effect of attitude, subjective norms and the perceived behaviour control (PBC) on buying intention towards organic food among respondents in Delhi-National capital region, India. Additionally, it attempts to discriminate functional and constructive attitudes. Design/methodology/approach A quantitative questionnaire survey approach was used on 306 respondents and multiple linear regression was used to validate the research model. Findings Attitudes and PBC have a significant positive impact on the intention to purchase organic food. This paper found subjective norms to be weak and barely significant to intention. The results conclude that health motives, past purchase behaviour, knowledge, affordability and trust in organic certification label are the main facilitators in organic food purchase. Primarily, the respondents see buying organic food regularly as being of value and enjoyable to them. A more favourable appearance vs conventional food was negatively related to behavioural intention. Originality/value This research could aid all stakeholders in the organic food sector, particularly emerging economies like India where the organic market is still nascent. It could be an essential driver to improve customer involvement and thus aid them in the decision-making process to choose organic food over conventional food. It also attempts to establish the usability of TPB in assessing functional attitudes based on constructive attitudes for organic food purchase.

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Modeling and Promoting Organic Food Purchase

Cited by 19 publications

References 31 publications

Why Not Green Marketing? Determinates of Consumers’ Intention to Green Purchase Decision in a New Developing Nation

Why Not Green Marketing? Determinates of Consumers’ Intention to Green Purchase Decision in a New Developing Nation

Purchasing Behavior of Organic Food among Chinese University Students

Influences on purchase intentions of organic food consumers in an emerging economy

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