PurposeThis study's main objective is to investigate the influence of brand credibility on the intention to purchase organic food. In addition, this research studies the moderating role of customer ethnocentricity as well as the mediating role of customer value.Design/methodology/approachTo explore correlations between brand credibility and purchase intentions, cross-sectional data were collected from 433 Indian consumers. The data were analysed by structural equation modelling.FindingsThe findings indicate that brand credibility is positively related to purchasing intention. The association between brand credibility and purchasing intentions is partially mediated by customer value. Customer ethnocentrism was also shown to have a negative moderation effect. Healthiness, high quality and sensory properties (i.e. natural taste) were found to be some of the most significant organic food characteristics, according to Indian consumers.Research limitations/implicationsThe research is confined to India's geographical area, specifically the National Capital Regions.Practical implicationsTo increase the purchase frequency of local or global branded organic food, businesses can include rational features in their marketing method such as the health benefits compared to the conventional product, a better emphasis on environmental safety and the social advantages of organic food.Originality/valueThis study develops an integrative model, including brand credibility (PBG & PBL), to predict organic food purchase intentions. This is an important contribution as, according to the results of the literature review, no previous studies have analysed these relationships.
The literature of guilt in the context of consumer behavior is notably limited. It is particularly limited with respect to examining gender differences across nations. Existing studies have only evaluated gender differences, in terms of consumer guilt, in the United States. In addition, those studies evaluated gender differences in specific consumption situations such as consumer boycotting and food consumption. Thus, they do not give a comprehensive understanding of gender variations in consumer guilt. Notably, gender differences with regard to consumer guilt were shown to be limited in countries other than the United States. These studies provided contradictory results to established findings in social psychology. In view of this, by using quantitative techniques, numerous consumption settings, and samples from two distinct countries, this study provides a holistic assessment of gender differences in consumer guilt across nations. The findings indicate that gender differences, with respect to consumer guilt, are predominately present in individualistic countries and notably absent in collectivist countries. Hence, marketers should consider gender as an influential variable when devising guilt related strategies in individualistic countries. In contrast, marketers may reconsider allocating resources, with respect to gender related marketing strategies, in collectivist countries.
With an academic and professional background in Mathematics and Computer Science and with PhD in Information Systems, his current research interests focus primarily upon adoption of emerging and cutting-edge technology, e-government, mgovernment, e-commerce and m-commerce systems. His work has been published in leading academic journals including European Journal of Marketing, Information Systems Frontiers, Government Information Quarterly, Production Planning & Control, Journal of Business Research, Public Management Review and Computers in Human Behaviour. He has also presented his research in some of the prominent international conferences of information systems across the world.
Purpose The purpose of this paper is to provide comprehensive, theoretical and practical knowledge that will assist decision-makers in making informed decisions when promoting several religious sites in the Kingdom of Saudi Arabia (KSA). Specifically, this study examines the popularity of several religious sites, the personas of prospective visitors and their intentions to visit. Design/methodology/approach The study uses several methodological approaches to fulfil its main objective, namely, Google Trends analysis, K-means cluster analysis and linear regression analysis. Findings The results reveal that several religious sites in the KSA are popular and have potential for further consideration by various stakeholders. In addition, four personas were identified which can aid decision-makers and marketing practitioners in designing suitable plans for prospective visitors based on the participants’ motivation and demographics. Furthermore, a significant association was observed among three motivational variables (self-esteem, relationship and physiological needs) and the participants’ intentions to visit. Originality/value This study makes an original contribution to the literature, as it examines several religious sites in Saudi Arabia in addition to the sites that are part of the practices of Hajj and Umrah. Furthermore, this study provides comprehensive knowledge in this area to assist both future researchers and practitioners.
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