Trust, convenience and environmental concern in consumer purchase intention for organic food

Abstract

Purpose The customers are demanding the products which are not only healthy but also clean and environment friendly i.e. call for sustainable consumption products. Therefore, this study aims to identify the important drivers of organic food purchase intention. Design/methodology/approach A cross-sectional research design involving the collection of primary data from 234 respondents was adopted in this study. Responses were gathered from the consumers of organic food representative of the Indian population. Structural equation modelling was applied to analyze data and validate the research model. Findings The findings of the study would help practitioners understand the factors leading to the purchase intention of organic food products in a growing consumer market. This knowledge would help them devise marketing and communication strategies to increase the consumption of organic food products. Originality/value The present study advances existing literature on organic food consumption by extending the theory of planned behaviour with factors, namely, environmental concern, convenience and trust, and establishing their role in developing the purchase intention for organic food products.

Advertising and Eco-Labels as Influencers of Eco-Consumer Attitudes and Awareness—Case Study of Ecuador

“…This sense of responsibility motivates them to be a demographic that not only engages in pro-environmental actions but also promotes such consumption behaviors among their peers [2,11,36]. This finding aligns with the conclusions of several researchers who have identified that attitude is a crucial determinant of both the intention to purchase and the actual purchasing behavior for organic products [1,2,4,11,20,22,27,32,53,54], and it is closely associated with GPB [3,7]. Conversely, it challenges the assertions of previous studies which cast doubt on the influential role of attitude in GPB [17], particularly those positing an attitude-behavior gap where consumers with EAT do not consistently purchase organic products [16,31], highlighting discrepancies between their stated beliefs and actions [2][3][4][5][6][7][8][9][10][11][12][13][14][15][16][17][18][19][20].…”

“…This sense of responsibility motivates them to be a demographic that not only engages in pro-environmental actions but also promotes such consumption behaviors among their peers [2,11,36]. This finding aligns with the conclusions of several researchers who have identified that attitude is a crucial determinant of both the intention to purchase and the actual purchasing behavior for organic products [1,2,4,11,20,22,27,32,53,54], and it is closely associated with GPB [3,7]. Conversely, it…”

“…Environmental awareness (EAW) is a cognitive construct that influences an individual's concern for the environment and stimulates behavior that supports environmental protection [1,22,32]. Bülbül et al [33] describe EAW as comprising two dimensions: (a) a sensitivity dimension, which acknowledges that consumers are alert to environmental issues, and (b) a willingness dimension, reflecting a readiness to purchase environmentally friendly products, despite potentially higher costs and limited availability.…”

Unveiling Millennials’ Perceptions of Organic Products: A Grounded Theory Analysis in Ecuador and Peru

“…Research by Aertsens et al [24] found a significant positive correlation between consumer attitudes and their consumption of organic foods. Similarly, Von Meyer et al [67] and Prakash et al [68] identified a direct, meaningful relationship between attitude and purchasing behavior among German consumers. Kumar et al [8] suggested that a favorable attitude towards environmental and organic products mediates the effect of environmental knowledge on purchasing decisions.…”

Consumers' heterogeneous preference for organic ginger: a choice experiment

“…Health consciousness is a primary factor, as consumers are motivated by concerns over the potential APJML health risks associated with pesticides and chemicals in conventionally grown produce, with organic options perceived as safer (Hempel and Hamm, 2016;Ranjbarshamsi et al, 2016;Ceylan et al, 2018). Ethical considerations also play a role, with consumers feeling a sense of moral responsibility to support environmentally friendly products (McEachern and McClean, 2002;Cho and Krasser, 2011;Prakash et al, 2023). Economic development and environmental awareness in developing countries have further influenced consumer attitudes towards organic food (Yang et al, 2023).…”