Hybrid modelling of the consumption of organic foods in Iran using exploratory factor analysis and an artificial neural network

Abstract

Purpose The purpose of this paper is to explore a hybrid model of the consumption of organic foods, combining the use of exploratory factor analysis (EFA) and an artificial neural network (ANN). Design/methodology/approach The study has three phases. In the first phase, the Delphi method is employed, and 15 motives for the consumption of organic food are identified; these motives are used to develop the model in the second phase. Finally, in the last phase, an ANN is used to rank the motives to determine their priority. Findings The EFA model explored includes four factors that have a positive effect on the level of organic food consumption. These are naturalness, trust, sanitariness and marketing. Results from the use of an ANN indicate that the main variables in organic food consumption are claims, psychological variables and doubt. From the results of the EFA model it is clear these three variables are components of the factor of trust. Practical implications Marketers can use the model developed in this paper to satisfy the needs of their customers and hence enhance their market share and profitability. This study shows that improvements in truth in the claims made for organic products, perceived security from using these products and doubts about the safety of other foods can lead marketers to their goal. Informative advertisements can inculcate trust and naturalness among consumers as main factors. Originality/value The main contribution of this study is the light it sheds on how consumers think about organic foods. It develops a model incorporating motives for consuming organic food and determining the priorities held by consumers of organic foods.

Exploration of gender differences in bottled mineral water consumption: A projective study of consumer's perception in Brazil

“…Finally, the Bartlett's Test of Sphericity ( p < .0001) confirms that there are patterned relationships among the variables. A statistically significant Bartlett test ( p < .05) indicates that sufficient correlations exist between the variables to continue with the analysis (Sobhanifard, ). However, although the scale showed good indicators, only 30.47% of data variance was explained in PCA (two factors) and Cronbach's alpha was slightly lower than the recommended.…”

“…In the communalities analysis, if the value is less than 0.3, it would suggest a weak relationship between the variables (Rahnama, Fadaei, & Baghersalimi, ; Sobhanifard, ). From the 16 items of the Likert scale used, 12 were important to the consumer's attitude related to the bottled mineral water (Factors 1, 2, 7–16, communalities > 0.3), which are associated to the visual appearance, labeling, refreshment, sparkling water, price, pH, sodium content, brand, quality, and safety.…”

“…Furthermore, the data correspond to consumers answers, which are highly variable (Soares et al, ). The utilization of 5 factors increased the explanation (>50%), but these factors were not kept because of the low eigenvalues (Bosten et al, ; Sobhanifard, ). The first principal component (D1) was positively correlated to the Factors 1, 2, 7, 11–15 and negatively correlated to the Factor 10.…”

“…In the communalities analysis, if the value is less than 0.3, it would suggest a weak relationship between the variables (Rahnama, Fadaei, & Baghersalimi, 2017;Sobhanifard, 2018 which are associated to the visual appearance, labeling, refreshment, (Matrix X) sparkling water, price, pH, sodium content, brand, quality, and safety.…”

Understanding consumer resistance to the consumption of organic food. A study of ethical consumption, purchasing, and choice behaviour

“…Prior extended literature in the last decade has examined different issues in regard to organic food and consumers. This includes profiling of organic buyers (Chen, Lobo, & Rajendran, 2014;Hansen et al, 2018;Nandi, Bokelmann, Gowdru, & Dias, 2016;Petrescu, Petrescu-Mag, Burny, & Azadi, 2017), motivations for buying organic food (Hansen et al, 2018;Hasselbach & Roosen, 2015a;Hwang, 2016;Petrescu et al, 2017;Pham, Nguyen, Phan, & Nguyen, 2018a;Scalvedi & Saba, 2018;Sobhanifard, 2018), purchase intentions toward organic food (e.g., Asif, Xuhui, Nasiri, & Ayyub, 2018;Çabuk, Tanrikulu, & Gelibolu, 2014;Ham, Pap, & Stanic, 2018;Hsu & Chen, 2014;Lee & Yun, 2015;Mainardes, de Araujo, Lasso, & Andrade, 2017;Pham et al, 2018;Prakash, Singh, & Yadav, 2018), willingness to pay (Hasselbach & Roosen, 2015a;Lim, Yong, & Suryadi, 2014) and consumer attitude toward consumption (Çabuk et al, 2014;Chekima et al, 2017;Janssen, 2018;Mainardes et al, 2017;Singh & Verma, 2017;Teng & Wang, 2015;Thøgersen, de Barcellos, Perin, & Zhou, 2015b).…”