Factors Influencing Young Consumers of Organic Food Products to Lead a Healthy Lifestyle

Jose, Heerah; Koshy, Moli P.

doi:10.17010/ijom/2018/v48/i10/132323

Cited by 5 publications

(6 citation statements)

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“…The current study was able to find additional evidence to support the value theory (E > P > L) in the organic consumer research. Although recent studies have devoted much attention to health and environmental aspect (Paul and Rana, 2012;Anisimova, 2016;Vukasovi c, 2016;Singh and Verma, 2017;Golob et al, 2018;Ditlevsen et al, 2019) researchers, have yet to explore more on the emotional aspect of buying OF&V. In line with the earlier research which highlighted the effect of emotional factors (Laros and Steenkamp, 2005;Verhoef, 2005;Scarpa and Thiene, 2011;Jose and Koshy, 2018), our results show that fear towards the conventional food products is the most significant factor for consumers to purchase OF&V, followed by practical/functional factor such as health. This is in line with the studies carried out by Thøgersen et al (2015), which stated that local and national conditions of countries could affect the purchase intention of OF&V. In India, there exists a double standard approach while complying to food safety standards, products which are for export fulfil the food safety standards and products which are sold in the domestic market does not fulfil the safety standards (Jairath and Purohit, 2013), this could be the possible reason for the rise of fear among Indian consumers.…”

Section: Theoretical Implicationsupporting

confidence: 86%

“…Consumers' fear of pesticide and antibiotics in food products have been discussed by various researchers (O'Donovan and McCarthy, 2002; Magkos et al , 2006; Tung et al , 2012). However, the studies which analysed the effect of fear as a construct in buying organic food products are minimal (Laros and Steenkamp, 2005; Verhoef, 2005; Scarpa and Thiene, 2011; Jose and Koshy, 2018; Jose et al , 2020). The protection motivation theory has stated that fear arouses a cognitive process (attitude) which induces a change in behaviour (Rogers, 1975), and in extreme situations it can even surpass the cognitive process (Janis and Feshback, 1953).…”

Section: Theoretical Background and Hypothesis Developmentmentioning

confidence: 99%

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Emotional or logical: reason for consumers to buy organic food products

Jose

Kuriakose

2021

BFJ

Self Cite

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PurposeThe purpose of this paper is to understand, among the emotional, practical and logical factors, which factor is more critical while consumers buy organic food products, mostly fruits and vegetables.Design/methodology/approachA self-administered questionnaire survey approach was used to provide a deeper insight into the reasons for consumers to buy organic fruits and vegetables (OF&V). A total of 632 valid questionnaires were obtained, yielding a response rate of 79%.FindingsHealth is a functional/practical factor which consumer expect as a result of consuming organic food products; however, fear towards conventional food products (emotional) is the triggering factor which motivates consumers to buy OF&V. The logical factor such as environmental motive was found insignificant in the current study, Thereby supporting the value theory which posited emotion greater than practical and which in turn greater than logical. However, barriers for consumers to buy OF&V are perceived price and willingness to take effort. Thus by focusing upon fear reducing strategy such as, implementing certification and labelling on OF&V would be a promising strategy.Originality/valueTo the authors' knowledge, no previous studies exist in the organic consumer behaviour research which used the value theory proposed by Mattson (1991) and the study was able to propose that beyond the practical and logical factors, emotional factor has important role while consumer think of buying OF&V.

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Section: Theoretical Implicationsupporting

confidence: 86%

Section: Theoretical Background and Hypothesis Developmentmentioning

confidence: 99%

Emotional or logical: reason for consumers to buy organic food products

Jose

Kuriakose

2021

BFJ

Self Cite

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“…Four age categories were selected: respondents under 30 years (68%), respondents of 31-45 years (14%), respondents of 46-60 years (10%) and respondents above 61 years of age (8%). We mainly focused on young people, as they will represent the main customer segment in the future (see [46][47][48]). At the same time, all settlement sizes were evenly covered.…”

Section: Methodsmentioning

confidence: 99%

Customer Preferences for Organic Agriculture Produce in the Czech Republic: 2016 and 2019

et al. 2021

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The article analyses the customer attitude towards the qualities and benefits of organic agriculture production for farmers and customers in the Czech Republic, comparing the situation in 2016 and 2019. More than 2500 respondents were subject to the marketing research in the years 2016 and 2019. The data were processed using correspondence analysis and logistic regression. The research study shows that the number of respondents who consider organic food is growing; at the same time, there is a rather large share of consumers who believe organic food to be of better quality. The results show a favourable change in the popularity of organic food. While, in 2016, the main decisive factor in shopping for organic food was its price, in 2019, the main criterion, for the respondents, was quality, with the criterion of price being complemented by the perception of organic food as healthier than conventional food. At the same time, it was established that, the amount spent on organic food in 2019 was higher than that in 2016. This finding was in positive correlation with the increase in respondents’ income. For farmers, organic farming is a promising alternative to conventional agriculture due to a rising demand for organic produce.

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“…Hence, it does not affect them in their attitude and ultimately purchase behaviour. Food safety influences attitudes (Jose & Koshy 2018). Furthermore, Padel and Foster (2005) supported the relationship between food safety and purchase behavior.…”

Section: Discussion Recommendations and Limitations For Future Researchmentioning

confidence: 96%

“…Likewise, Michaelidou and Hassan (2008) findings also indicate food safety as one of the most important predictors that influence consumer's attitudes. Recent study by Jose and Koshy (2018), mentioned that food safety influences positive attitudes towards organic products. All these results are consistent with this present study finding.…”

Section: Discussion Recommendations and Limitations For Future Researchmentioning

confidence: 99%

To Buy or Not to Buy? Consumers’ attitudes and Purchase Behavior for Organic Food in Malaysia

Cheng

Mun²,

Nair³

et al. 2020

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Organic products demand is increasing due to the awareness of the health benefits and nutritional values attached to these produces. However, in Malaysia, the organic industry is relatively small with more than 60% of the organic products being imported from overseas. Given the importance of this niche sector to the agriculture sector, marketers should understand how the consumers make decisions towards organic products. This study investigated the Malaysian organic purchasers on what affects them in their buying intention. The study uses a non-probability volunteer sampling method of 455 respondents using Structural Equation Modeling-Analysis of Moment Structures (SEM-AMOS). Results showed that health consciousness and animal welfare affects purchasing behavior directly and positively. Health consciousness, taste and food safety indirectly affect purchasing behavior while animal welfare does not have the indirect effect. This study seeks to assist organic product marketer in the development of effective marketing strategies for further increase of organic product consumption.

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Factors Influencing Young Consumers of Organic Food Products to Lead a Healthy Lifestyle

Cited by 5 publications

References 0 publications

Emotional or logical: reason for consumers to buy organic food products

Emotional or logical: reason for consumers to buy organic food products

Customer Preferences for Organic Agriculture Produce in the Czech Republic: 2016 and 2019

To Buy or Not to Buy? Consumers’ attitudes and Purchase Behavior for Organic Food in Malaysia

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