Similarity Effect and Purchase Behavior of Organic Food Under the Mediating Role of Perceived Values in the Context of COVID-19

Abstract

Due to the influence of COVID-19, people pay more attention to the balance between human and nature and pursue more healthy, environmental and nutritional sustainable products (such as organic food). However, the mainstream consumption of organic food is far less, especially in developing countries like China. Therefore, it is urgent to take effective measures to promote the development of China's organic food market. This current study investigated the relationships between consumers' similarity (i.e., information anxiety, uncertainty, and sustainable consumption attitude), perceived values (i.e., functional value, health value, and environmental value) and organic purchasing behavior based on the Stimulus-Organism-Response (S-O-R) theoretical model and information similarity effect. And considering gender differences in consumers' similarity, perceived values and organic purchasing behavior. Meanwhile, the mediating effects of perceived values on the relationship between consumers' similarity and purchasing behavior were also discussed, considering the background of COVID-19. Data were collected using structured questionnaire survey in first-tier cities in China. A total of 344 consumers of organic foods participated in the study. Structural equation modeling was employed for data analysis. The results indicated the significant association of information anxiety, uncertainty and sustainable consumption attitude with perceived values. And perceived values and sustainable consumption attitude had a positively significant influence on purchase behavior. In addition, environmental value played mediating effects in the relationships between organic purchasing behavior and information anxiety, uncertainty and sustainable consumption attitude. And the impact of sustainable consumption attitude and environmental value on organic purchasing behavior differed in gender. The research not only provides novel insights for understanding organic consumption, but also provides reference for organic sellers to develop sales strategies and policy makers to formulate policies to guide organic consumption, which are conducive to promoting China's organic food industry.

Increase consumers’ willingness to pay a premium for organic food in restaurants: Explore the role of comparative advertising

“…The findings provide new insights into PKM, where clearly informing consumers about the health and environmental benefits of organic products can undermine skepticism and increase persuasion. Therefore, organic producers and retailers should use the most authoritative scientific evidence (e.g., Organic food certification system; Wei et al, 2022 ) and formulate corresponding strategies to promote consumers’ understanding of organic information (such as social media publicity; Liu et al, 2021 ).…”

“…Despite the advantages of organic food production, consumer appreciation, and consumer purchase propensity in surveys ( Rana and Paul, 2017 ; Wang et al, 2021 ), its market share is less than 5% in most countries ( Hansmann et al, 2020 ), and only 0.8% in China ( China National Commercial Information Center, 2019 ; FiBL, and IFOAM, 2020 ). A significant gap exists between their willingness to buy and actual consumption ( Carrington et al, 2014 ; Massey et al, 2018 ) because consumers neither realize nor believe in the claimed benefits of organic products ( Van Doorn and Verhoef, 2015 ; Liu et al, 2021 ) or their high prices ( Katt and Meixner, 2020 ). The gap is even more pronounced in the hospitality ( Juvan and Dolnicar, 2014 ; Konuk, 2019 ) and when it comes to paying for organic food in restaurants ( Jeong and Jang, 2019 ).…”

“…Although consumers are aware of organic food’s health and environmental benefits, the premium price factor makes it difficult to make purchase decisions ( Abraben et al, 2017 ; Jeong and Jang, 2019 ). Previous studies have mostly focused on factors affecting consumers’ willingness to buy ( Kareklas et al, 2014 ; Tandon et al, 2020 ; Liu et al, 2021 ), only a few have focused on consumers’ WTPP. CA emphasizes comparative advantages ( Abraben et al, 2017 ; Bambauer-Sachse and Heinzle, 2018a ) that satisfy consumers’ expectations of higher quality organic products to make them willing to pay a premium ( Yucel-Aybat and Kramer, 2018 ).…”

A framework for predicting consumers’ sustainable purchase in COVID era

“…Given the state of uncertainty, consumers similarly become also extra anxious and sensitive about collecting more information related Coronavirus causes and consequences therefore, they are forced to reevaluate their habits and actions. As time goes on, consumers may have information anxiety in common; getting the similar information through various media every day, people would find that they have common information anxiety characteristics which is proved to affect the organic purchase behavior (Liu et al, 2021). Ruiz Mafé and Sanz Blas (2009) found that the information that consumers are exposed to through various information channels can affect their perceived values and behavior.…”

Trust, price sensitivity and consumers' organic food purchasing behaviour in China

“…Specifically, in 2018, the consumption of organic food in China accounted for only 8.3% of global organic food consumption (Willer & Lernoud, 2020). The per capita consumption of organic food is only 5.8 euros, less than half of the global per capita consumption (Liu et al, 2021).…”