The role of food eating values and exploratory behaviour traits in predicting intention to consume organic foods: An extended planned behaviour approach

Sadiq, Muhammad Ahsan; Rajeswari, B.; Ansari, Lubna; Kirmani, Mohd Danish

doi:10.1016/j.jretconser.2020.102352

Cited by 51 publications

(38 citation statements)

References 167 publications

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“…Individual consumer choices impact the environment, sustainable development and health [78]. There has been a recent shift in global consumer trends towards a more balanced and healthier diet through the consumption of organic food [48,79], especially during the COVID-19 pandemic, and organic products are considered healthier and their production inherently less harmful to the environment [80]. This is confirmed by respondent responses in this research concerning what they understand by healthy eating.…”

Section: Discussionsupporting

confidence: 61%

Comparison of the Purchasing Behaviour of Polish and United Kingdom Consumers in the Organic Food Market during the COVID-19 Pandemic

Wojciechowska-Solis

Kowalska

Bieniek

et al. 2022

IJERPH

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The main objective of the study was to compare young consumer purchasing behaviour towards organic food in Poland (PL) and the United Kingdom (UK), countries with different levels of organic market maturity. The study was conducted by means of an online survey questionnaire during the COVID-19 pandemic between December 2020 and February 2021. The sample consisted of 862 PL and 161 UK consumers. 31% of PL respondents and 58.4% of UK respondents indicated they purchase organic products. Descriptive statistics, the Mann–Whitney U test and the two proportion Z test were used for statistical analyses. The results indicate that young consumers pay particular attention to the freshness and quality of consumed products. Concern for their own health and that of their loved ones, as well as the desire to eat better-quality products were the main motivations for the respondents to purchase organic products. Organic vegetables and fruits, eggs, dairy products, and meat and meat products, were among the most frequently purchased products in the studied cohorts. Experts (e.g., a dietitian, physician) were declared to be the first source of information concerning food products for young consumers. Next, family members were indicated. Social media content (PL respondents) and information from websites managed by institutions (UK respondents) were mentioned as the third source. UK consumers preferred short supply chains. The present study can be used by government bodies and companies to select the most effective communication channels for education and advertising and to develop effective commercial strategies aimed at young consumers.

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Section: Discussionsupporting

confidence: 61%

Comparison of the Purchasing Behaviour of Polish and United Kingdom Consumers in the Organic Food Market during the COVID-19 Pandemic

Wojciechowska-Solis

Kowalska

Bieniek

et al. 2022

IJERPH

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“…Thus, consumers who have product traceability knowledge exhibit high information needs and information-seeking traits due to risk perceptions about the product (Zhu et al, 2018). A recent study by Sadiq et al (2021) supports this claim, confirming that information-seeking traits were found to strengthen the relationship between perceived behavioural control and intention. Because of risk perceptions about organic foods, people look for information through product traceability, and they process this information systematically, leading to increased purchase intention (Guo et al, 2020).…”

Section: Discussionmentioning

confidence: 62%

Community enterprise consumers’ intention to purchase organic rice in Thailand: the moderating role of product traceability knowledge

Cavite

Mankeb

Suwanmaneepong

2021

BFJ

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PurposeOrganic rice forms the largest portion of the Thai organic food market. Because of its increasing popularity, marketers need to better understand consumer behaviour to address emerging concerns regarding product safety and quality and to tailor better marketing strategies relevant to the development of organic rice. As such, this study aims to examine consumers' purchase intention towards organic rice, using traceability information, and to investigate the direct and moderating roles of product traceability knowledge, using the theory of planned behaviour.Design/methodology/approachResponses were collected from 243 organic rice consumers in a farmers' market in Chachoengsao Province, Thailand, following a convenience sampling approach. The gathered data were analysed using structural equation modelling to evaluate the strength of the relationship between the constructs.FindingsThe findings reveal that subjective norms, health consciousness and product traceability knowledge have a significant positive influence on consumers’ intention to purchase organic rice. This study also establishes the moderating role of product traceability knowledge in perceived behavioural control and purchase intention, indicating that elaborated product information through traceability is essential for consumers who feel capable of buying the product. However, the direct effects of attitude and perceived behavioural control are insignificant, indicating the presence of external barriers to the purchase of organic rice, and that people may have a negative attitude towards the product. In addition, the cost perception result reveals that consumers consider price as an indicator of organic product quality, thereby increasing their desirability.Social implicationsThe findings of this study will help community enterprises in Thailand develop a more effective marketing strategy based on the identified motivators of organic rice purchase intention.Originality/valueThis study develops a model that integrates important factors related to organic food consumption to generate a more comprehensive analysis of this mainstream research. To the best of the authors’ knowledge, this is also the first study to investigate the moderating role of product traceability knowledge to obtain a new and more focused understanding of how this factor influences purchase intention when applied explicitly to organic food. Finally, the findings provide theoretical contributions and implications for both the community enterprise and policymakers on developing strategies for organic rice marketing among community enterprises in Thailand.

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“…A significant marginal relationship between the place to purchase organic food and the more natural appearance attribute was also identified. Although, as mentioned above, health concerns are often the determining factors in organic consumption, hedonic factors such as smell, attractiveness, and appearance, are increasingly highlighted as significant predictors of organic food buying intentions [ 116 ]. Effectively, consumers of organic products are conditioned by their appearance [ 45 ], and retailers should implement contexts and appearances in their stores that are as close as possible to the natural forms of production and presentation [ 101 ].…”

Section: Discussionmentioning

confidence: 99%

The Organic Food Choice Pattern: Are Organic Consumers Becoming More Alike?

Nunes

Madureira

Veiga

2021

Foods

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There is no doubt that the search for organic products is already more than a trend; it is an indisputable reality. More and more people are opting for a healthier lifestyle that starts with food, which has awakened a growing interest in understanding the reasons for these purchases. The motivational attributes of consumers’ decisions regarding the consumption of organic products are the main aim of this study. The survey included 250 respondents that filled a questionnaire by email and by personal interviews. We used a non-probabilistic sampling method, namely convenience sampling and the best–worst scaling method to analyze 10 attributes of organic purchasing decisions. Then, we studied the impact of the classification variables age, gender, academic level, place of residence, children under 18 living at home, and place of purchase of organic products on the attributes. Applying a chi-square test, we only obtained statistically significant differences for children under 18 living at home and the certification warranty (p = 0.011). The results show the dominance of credence attributes and egoistic motivations on organic consumption and may indicate a path towards the standardization of the organic consumer profile. This study emphasized that we may be facing a new organic consumer, for whom health-related factors are not just significant but overwhelming as well.

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The role of food eating values and exploratory behaviour traits in predicting intention to consume organic foods: An extended planned behaviour approach

Cited by 51 publications

References 167 publications

Comparison of the Purchasing Behaviour of Polish and United Kingdom Consumers in the Organic Food Market during the COVID-19 Pandemic

Comparison of the Purchasing Behaviour of Polish and United Kingdom Consumers in the Organic Food Market during the COVID-19 Pandemic

Community enterprise consumers’ intention to purchase organic rice in Thailand: the moderating role of product traceability knowledge

The Organic Food Choice Pattern: Are Organic Consumers Becoming More Alike?

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