Perceived value, trust and purchase intention of organic food: a study with Brazilian consumers

Watanabe, Eluiza Alberto de Morais; Alfinito, Solange; Curvelo, Isabelle Cristina Galindo; Hamza, Kavita Miadaira

doi:10.1108/bfj-05-2019-0363

Cited by 161 publications

(191 citation statements)

References 56 publications

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“…Despite the early and expanding context of Brazil's organic food market, certification remains the core factor in enhancing and improving trust among consumers (Aitken et al, 2020;Janssen and Hamm, 2014;Liang, 2016). Moreover, the organic certification can affect consumer's attitude (Lee et al, 2020) and be a decisive determinant to purchase this kind of food, using factors such as certification to recognize and ensure the veracity of the information provided (Teng and Wang, 2015;Watanabe et al, 2020). Besides, the organic label can also impact consumers' perception about organic food (Nadricka et al, 2020).…”

Section: Consumer Trust and Purchase Intentionmentioning

confidence: 99%

“…However, it does not disclose aspects assigned to certification labels in economically emerging countries like Brazil. The identified Brazilian studies (1) explore the process of adopting organic labels by small farmers (Blanc and Kledal, 2012); (2) describe the process of institutionalization of federal regulations regarding organic systems, including certification labels (Cadiotto, 2018) and (3) demonstrate that trust in certification labels is predicted by functional and emotional values (Watanabe et al, 2020). Other studies address genetically modified food (Hakim et al, 2020) and warning labels in food products (Khandour et al, 2019).…”

Section: Introductionmentioning

confidence: 99%

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Certification label and fresh organic produce category in an emerging country: an experimental study on consumer trust and purchase intention

Watanabe

Alfinito

Barbirato

2021

BFJ

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PurposeOrganic food consumption is growing, increasing the need for studies investigating the importance of organic certification labels in emerging countries. The research aims to identify the influence of certification labels and fresh organic produce categories (greenery, vegetable or fruit) on consumer trust and purchase intention.Design/methodology/approachAn online experimental survey 3 × 3 was administered among 349 Brazilian consumers. Certification label and fresh organic produce category were designated as independent variables and manipulated to explore consumer trust and purchase intention. The authors performed a multivariate covariance analysis (MANCOVA) to analyze the data.FindingsResults show that the certification label does not directly affect the dependent variables. It acts as a moderator and indirectly affects both consumer trust and purchase intention. Moreover, depending on the fresh organic produce category considered (greenery, vegetable or fruit), consumer trust changes. Sociodemographic characteristics, age and household income are also important. Finally, the greater the purchase frequency (the main predictor of the model), the greater the purchase intention and consumer trust.Originality/valueThe study contributes to deepen and expand studies involving organic food and to pave the way for future studies that aim to investigate the importance of certification labels of organic foods for consumers.

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Section: Consumer Trust and Purchase Intentionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Certification label and fresh organic produce category in an emerging country: an experimental study on consumer trust and purchase intention

Watanabe

Alfinito

Barbirato

2021

BFJ

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“…Consumers are becoming increasingly concerned about the environment, and their purchasing behaviour often reflects their sensitivity to ecological matters (Koo et al , 2015; Ghali, 2020). The recent desire to purchase and consume organically produced food has altered many people's buying patterns (Scuderi et al , 2019; Mohammed et al , 2020; Watanabe et al , 2020). Over the last 20 years in particular there has been an exponential rise, with this sector growing much faster than traditional foodstuffs (Cushman and Wakefield, 2017).…”

Section: Introductionmentioning

confidence: 99%

What motivates consumers to purchase organic food in an emerging market? An empirical study from Saudi Arabia

Mohammed

2020

BFJ

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PurposeThis study aims to investigate the impact of perceived values (hedonic and utilitarian), trust and subjective norms on consumers' purchasing intentions of organic food in Saudi Arabia; it also explores the moderating influence of availability on the relationship between the intentions of consumers and their actual purchasing behaviour.Design/methodology/approachA survey with 236 consumers of organic food in Saudi Arabia was carried out. The convergent and discriminant validity of latent variables was confirmed. The relationships among them were tested using Partial Least Square Modelling (PLS).FindingsThe results indicate that utilitarian and hedonic values, trust and subjective norms positively affect consumer purchase intention. They also reveal the moderating effect of availability on the relationship between consumers' purchasing intention and their actual behaviour in the Saudi Arabian context.Research limitations/implicationsThe study contributes to knowledge about the relationships among perceived values, trust, subjective norms, availability and consumer purchasing intentions of organic food, and their actual behaviour in an emerging market. The results enlarge the understanding of consumers' purchasing behaviour in the Saudi Arabian organic food market and point out some opportunities for future research.Originality/valueThe study is original in investigating the factors that influence customers' intention and their actual purchasing behaviour toward organic food in Saudi Arabia. It is a first attempt to test the moderating influence of availability on the relationship between purchase intention and actual purchasing behaviour toward organic food products in an emerging market.

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“…The results revealed that trustworthiness positively affects purchase intention (β = 0.427; p <0.001), thereby confirming H5. Many studies in the literature generally address the effect of trustworthiness on purchase intention (Lin and Lu, 2010;Watanabe et al, 2020;Kuşcu, Durmaz, and Sazkaya, 2019;Semuel and Chandra, 2014). Tong and Su (2018) found that consumer trust has a positive effect on purchase intention.…”

Section: Discussionmentioning

confidence: 99%

“…It is worth mentioning that many studies address the effect of trust on purchase intention in general (Lin and Lu, 2010;Watanabe et al, 2020;Kuşcu et al, 2019;Semuel and Chandra, 2014). In turn, Tong and Su (2018) studied young American consumers of organic clothing products.…”

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confidence: 99%

The determinants of purchase intention and willingness to pay for cosmetics and personal care products

Yıldırım

Saygılı

Yalçıntekin³

2021

MMI

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This study focuses on purchase intention and willingness to pay based on consumer innovativeness, novelty seeking, and trustworthiness. In the study, the authors revealed the above in a holistic framework by emphasizing the direct relationships among the five variables. As this study focuses on consumers seeking novelty for cosmetics and personal care products in a constantly developing and growing sector, the study is different from the others and deemed necessary. This study seeks to examine the effect of consumer innovativeness, novelty seeking, and trustworthiness on purchase intention and willingness to pay for cosmetics and personal care products. It is quantitative research. The sample of the study consists of consumers aged 18 and over. The data of the study were collected from 407 people selected by convenience sampling via an online questionnaire. In the study, hypotheses were developed based on the conceptual framework and were tested via Structural Equation Modeling (SEM). The results of the study showed that consumer innovativeness had a positive effect on both purchase intention (β= 0.154; p <0.05) and willingness to pay (β = 0.317; p <0.05). While it was found that Novelty seeking had a positive effect on purchase intention (β = 0.312; p <0.05), it did not yield a statistically significant effect on willingness to pay (β = 0.018; p> 0.05). The results also indicated that trustworthiness had a positive effect on both purchase intention (β = 0.427; p <0.05) and willingness to pay (β = 0.410; p <0.05). The structural equation model employed in the study explains 55% of the variance in consumers' purchase intention and 39% of the variance in willingness to share, respectively. The research results revealed that consumer innovativeness, novelty seeking, and trustworthiness are among the important determinants of purchase intention for cosmetics and personal care products and that consumer innovativeness and trustworthiness are influential on the formation of willingness to pay for these products.

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Perceived value, trust and purchase intention of organic food: a study with Brazilian consumers

Cited by 161 publications

References 56 publications

Certification label and fresh organic produce category in an emerging country: an experimental study on consumer trust and purchase intention

Certification label and fresh organic produce category in an emerging country: an experimental study on consumer trust and purchase intention

What motivates consumers to purchase organic food in an emerging market? An empirical study from Saudi Arabia

The determinants of purchase intention and willingness to pay for cosmetics and personal care products

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