Antecedents of consumers' citizenship behaviour towards organic foods

Abstract

Within the consumer behaviour literature, there has been little research on factors that influence customers' choices for organic foods. This study investigates three aspects of the Taiwanese organic food market. The first aspect considers how argument quality, source credibility, and social comparison affect consumer‐social venture identification. The second aspect examines how identity attractiveness, social media engagement, and self‐determination affect personal relevance. The third and final aspect investigates how consumer‐social venture identification and personal relevance influence customer citizenship behaviour. The results show that consumer‐social venture identification and personal relevance have significant and positive effects on customer citizenship behaviour. Furthermore, argument quality, source credibility, and social comparison all have significant and positive effects on consumer‐social venture identification. Finally, identity attractiveness, social media engagement, and self‐determination have significant and positive effects on personal relevance. This study makes three contributions regarding consumers' behaviour of purchasing organic foods. First, it explores whether consumer‐social venture identification and personal relevance are antecedents of customer citizenship behaviour. Second, it investigates whether argument quality, source credibility, and social comparison are antecedents of consumer‐social venture identification. Last, it examines whether identity attractiveness, social media engagement, and self‐determination are antecedents of personal relevance. The practical implications of this study indicate that firms must pay more attention to consumers' information search/sharing and perceptions of a credible environment for sharing information and their awareness about healthy items and personal images on social networking sites.

The effect of affective and normative commitment on helping behaviour in different online contexts

“…Grounded in the social exchange theory, helping behaviours are viewed as a dimension of citizenship behaviour that are voluntary in nature and provide assistance to others (Bove et al 2009;. Even though citizenship behaviour is a contemporary topic (Chiu et al 2019;Godwin & Wright 2019), the helping behaviour dimension has received limited attention within the online environment. Commitment, grounded in relationship marketing, has been established as an antecedent of citizenship behaviour (Hashim & Tan 2015;Yong, Sachau & Lassiter 2011).…”

Investigating the Effects of Intrinsic Motivation and Emotional Appeals Into the Link Between Organic Appeals Advertisement and Purchase Intention Toward Organic Milk

“… Tando et al (2020) showed a significant influence of intrinsic motivation and integrated and external regulation on consumer attitude and buying behavior of organic food. Chiu et al (2019) found that self-determination has a positive influence on personal relevance, which positively affects customer citizenship behavior toward organic food. Schösler et al (2014) indicated that internalized motivation is the main factor that makes a difference in the intrinsic enjoyment of cooking and eating behavior.…”

The effect of regulatory focus on customer citizenship behavior in a virtual brand community: The role of online self‐presentation and community identification

“…The chain mediating role of PT, EC and SAT is played in the AGR-CCB and also EXT-CCB associations respectively. (Assiouras et al, 2019), argument quality, and source credibility (Chiu et al, 2019). The last aspect includes community features, such as encounter-oriented e-retailing environments (Anaza & Zhao, 2013), perceived community-brand similarity (Hsu et al, 2015), and community social support (Zhu et al, 2016).…”

“…A review of empirical studies has suggested that identified antecedents can be classified into four types. The first type pertains to psychographic factors of customers, including extraversion and agreeableness (Anaza, 2014), pride and mindfulness (Hwang & Lee, 2019), justice perception (Yi & Gong, 2008), identity attractiveness, social media engagement, self‐determination (Chiu et al, 2019) and participation in crowdsourcing (Yuksel et al, 2018). The second captures the aspects of peer customers, including their citizenship behaviors (Yi et al, 2013) and passion (Kim et al, 2019).…”

“…The second captures the aspects of peer customers, including their citizenship behaviors (Yi et al, 2013) and passion (Kim et al, 2019). The third covers the conditions of enterprises and includes characteristics of service workers (Bove et al, 2009), company reputation (Bartikowski & Walsh, 2011), service scripts (Nguyen et al, 2014), salesperson emotional intelligence (Delpechitre et al, 2018), corporate social responsibility (Hur et al, 2018), legitimacy (Chen et al, 2019), intangible/tangible resources (Woo, 2019), value co‐creation (Assiouras et al, 2019), argument quality, and source credibility (Chiu et al, 2019). The last aspect includes community features, such as encounter‐oriented e‐retailing environments (Anaza & Zhao, 2013), perceived community‐brand similarity (Hsu et al, 2015), and community social support (Zhu et al, 2016).…”