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

Abstract

PurposeThe purpose of this study is to examine the impact of scarcity and the Lifestyles of Health and Sustainability (LOHAS) consumption tendency on the purchase intention of organic foods. The study used the protection motivation theory and the stimulus-organism-response theory to understand the impact of comparatively new variables like “perceived scarcity” and “perceived consumer effectiveness” (PCE) on the consumer's organic food purchase intentions.Design/methodology/approachThe study is using structural equation modeling with 402 organic food consumers. The participants are regular consumers who bought organic food from specialized shops and supermarkets in the previous few months. The data has been collected at organic food specialized shops and supermarkets that sell organic foods.FindingsThe results showed that LOHAS consumption tendency (LCT), scarcity and PCE positively affect attitude. Similarly, LCT and PCE direct affect trust. Scarcity and PCE directly positive impact on purchase intention of organic food products. Interestingly, LCT had no direct impact on the purchase intention of the product. Trust and attitude were found to be significant mediators impacting purchase intention.Originality/valueThe study contributes to the past theoretical literature on LOHAS consumption by analyzing new constructs like scarcity and PCE in the context of organic food consumption. These findings will be crucial for marketers planning to launch organic products in new markets.

The influence of Slovak consumer lifestyle on purchasing behaviour in the consumption of organic food

“…According to Perm (1990), Brunsø et al (2004), Febyanti (2006, Hawkins and Mothersbaugh (2010), Haryono (2015), Alamanda (2018), Romadhoni et al (2015) lifestyle influences the purchasing behaviour of consumers. In the study (Kaur et al, 2022), the authors confirmed that the tendency towards a healthy life and sustainability strongly positively affects the decision to buy organic food. Kim et al (2018), who divided consumers into three food-related lifestyles as the "exploratory consumers", "safety -seeking consumers" and "passive consumers", also contributed to the understanding of the organic food consumption trend.…”

Do extrinsic factors encourage shoppers’ compulsive buying? Store environment and product characteristics

“…In addition, the interpersonal connections get strengthened thereby enhancing the cultural stimulus of the society as culture plays an important role in building the emotions and psychology of the customers. It is, therefore, the sole responsibility of the stakeholders, such as the government, policymakers, budding entrepreneurs and customers to build and increase awareness regarding social literacy through PA, devise policies and awareness programs, provide benefits and incentives for the engagement for better and sustainable development of the society (Kaur et al. , 2022b; Naeem, 2020).…”

“…The SOR paradigm (Mehrabian and Russell, 1974) is a neo-behavioral technique that describes how individuals strive to treat themselves positively or negatively in response to a particular situation (Kaur et al. , 2022a, b). It also explains the organism’s behavioral responses (R), taking into consideration the effects of external stimuli (S) on interior states (O), which aid in the activation of cognitive or affective systems (Luo et al ., 2020).…”

“…Researchers utilized the SOR conceptual framework to investigate disparities in decisionmaking in a variety of situations, including service marketing (Gupta et al, 2019), purchase of natural commodities (Konuk, 2019;Kaur et al, 2022a), sustainable luxury products (Kaur et al, 2022b), organic beauty products (Lavuri et al, 2022a) and tourism (Kim, 2020). Previously, the SOR model was utilized to investigate correlations between numerous extrinsic circumstances and customers' subsequent responses to buying behavior (Anisimova et al, 2019;Lavuri et al, 2023a).…”

Self-Control and Consumptive Behavior Control in Purchasing Internet Services for Social Networking Among Muslim Millennials

“…The basic concepts in consumer behavior theory have set down an important basis for the relationship between lifestyle and purchasing decisions for goods and services (Keller & Kotler, 2010;Schiffman et al, 2010). Some recent empirical studies have also revealed many things about the relationship between these two things, both in the case of purchasing goods (Kaur et al, 2022;Matharu et al, 2021;Puteri, Arinda, et al, 2022;Shahid et al, 2022) or services such as financial services (Bananuka et al, 2020;Hassan et al, 2020;Puteri, Parsaulian, et al, 2022). As important as lifestyle is as a consideration in purchasing decisions for goods and services, further effects have been identified on consumptive behavior.…”