Examining the Factors That Affect Consumers’ Purchase Intention of Organic Food Products in a Developing Country

Abstract

The purpose of this article is to investigate the factors that influence consumers’ intention to purchase organic food in Egypt. Given the novelty of organic food marketing in developing countries, much of the factors that influence its consumption are still inadequately explored in the marketing literature. A conceptual model of the factors that impact the consumption of organic food was developed based on the theory of planned behaviour and previous literature in the area of food consumption. To test the conceptual model and to validate the research hypotheses, an online questionnaire was adopted to collect data from 363 consumers in Egypt. The partial least square structural equation modelling (PLS-SEM) approach was used to analyse the data. The findings indicated that purchase intention of organic food is influenced by consumers’ attitudes and environmental concern. However, e-WOM, subjective norms, perceived behavioural control and health consciousness did not influence consumers’ purchase intention. Conversely, the results showed that e-WOM had a significant influence on consumers’ attitudes, subjective norms, perceived behavioural control, health consciousness and environmental concern. This article contributes by presenting the factors that affect organic food purchase intention in Egypt, and it provides some recommendations for marketing organic food in developing countries.

Factors Influencing Consumers’ Organic Food Continuous Purchase Intentions during the Post-Pandemic Era: An Empirical Investigation in China

“…Additionally, the results of our study suggest that subjective norms failed to have a significant influence on continuous purchase intention for organic food. These findings are in line with other previous investigations [ 36 , 37 ] and also reinforced the arguments of the debated or poor role of subjective norms in different contexts [ 34 ].…”

“…However, other researchers [ 21 , 34 ] have argued for the effectiveness of subjective norms when justifying consumers’ food options and have suggested that further research is needed. Previous scholars observed an unfavourable correlation between subjective norms and green purchase intention [ 35 , 36 ]. Asih et al [ 37 ] claimed that there is no significant relationship between subjective norms and interest in using green products.…”

“…Similarly, Nguyen and Phan [ 70 ] showed that consumers in Vietnam with a high level of COVID-19 anxiety presented high degrees of health consciousness and purchasing intention of functional foods. Brata et al [ 71 ] revealed that the pandemic has accelerated individual’s interest in organic food products’ attributes and values, as organic foods are generally regarded to be safer, healthier, and more pro-environmental than conventional foods [ 36 ]. Thus, we intend to investigate the impact of IOC on Chinese consumers’ PVOF, health consciousness, and continuous organic food purchase intentions during the pandemic.…”

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From satisfaction to happiness in the co-creation of value: the role of moral emotions in the Spanish tourism sector

“…Strategies that analyse customer satisfaction are focused on the role played by organisations and destinations in providing the service or making the product (Neuhofer et al 2013, Robina-Ramírez et al 2021aHo et al 2021). This role is enriched from the potential decision-making and motivating power of the tourist who adds value to the product or service (Prebensen et al 2013;Tan et al 2016); indeed, the client goes from being a mere recipient of a service to a cocreator of value (Yi and Gong 2013;Zayed et al 2022).…”