What drives organic food consumption in Lebanon?

Abstract

To increase the sparse knowledge about what drives organic food consumers in developing markets, Lebanese consumers' reasons and motives for buying organic food are studied in the framework of means‐end chain theory. A sample of N = 180 Lebanese consumers was interviewed in several retail outlets using a hard laddering questionnaire. The data were subjected to frequency analysis, cluster analysis, and structural equation modelling. Hierarchal value maps constructed from the laddering interviews revealed that “quality of life,” “pleasure,” and “peace of mind” are the main values driving organic food consumption in Lebanon. Frequent organic consumers displayed higher concern for their family's health and for the environment, whereas occasional organic consumers cared more about their own pleasure and were more likely to perceive organic food as a traditional and nostalgic product. Structural equation modelling revealed that “care for nature” and “care for children's health” significantly affect consumers' (self‐reported) purchasing behaviour. The found means‐end chains are a useful basis for marketing campaigns for organic food products in the Lebanese market. One focus of marketing campaigns should be raising consumers' awareness on the environmental benefits of organic production and the fact that it does not allow the use of harmful chemical products.

Intention to Purchase Organic Food Among Indian Consumers: Application of Theory of Planned Behaviour

“…26 Health is frequently cited as a key factor in the decision to buy OF. 65 The results support previous literature, 60,67,86–91 which concludes the security of health is one of the main reasons behind the intention to purchase OF. The COVID-19 outbreak has made individuals more aware of the value of health and concerned about their well-being.…”

“…26 Health is associated with security and is frequently cited as a key factor in the decision to buy OF. 65 According to a study by Mceachern and Mcclean 66 published in 2020, consumer purchasing decisions are more often motivated by self-interest and safety rather than by altruism. When they bought OF, they prioritized acquiring healthy content.…”

The impact of organic products on the population health

“…Lewis және т.б. ( 2019) «органикалық өнімдерді жиі тұтынушылар өз отбасыларының денсаулығы мен қоршаған ортаға үлкен қамқорлық көрсетті, ал кездейсоқ органикалық тұтынушылар өздерінің ләззаттарына көбірек көңіл бөлді және органикалық тағамдарды дәстүрлі ностальгиялық өнім ретінде қабылдады» деп атап өтті [12].…”