Identify Customer Involvement During Organic Food Purchase Through FCB Grid

Ghosh, Sanjukta; Barai, Parama; Datta, Biplab

doi:10.1080/08974438.2018.1520176

Cited by 12 publications

(9 citation statements)

References 34 publications

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“…Finally, they reported the various factors or circumstances that make it easy or difficult for them to buy organic food. The factors elicited were verified with previous literature (Ajzen, 2002; Yadav and Pathak, 2016; Yazdanpanah and Forouzani, 2015; Francis et al , 2004; Ghosh et al , 2016, 2019; Steptoe et al , 1995; Tarkiainen and Sundqvist, 2005) to evaluate their inclusion. All the factors elicited were converted into direct and indirect items during scale construction.…”

Section: Methodsmentioning

confidence: 81%

“…Its purchase is mostly due to product attributes associated with health, environmental protection and animal welfare instead of only stimuli such as a retail store atmosphere (Lee and Yun, 2015). Many authors have argued for the same and suggest that it a high involvement one (Ghosh et al , 2019; Tarkiainen and Sundqvist, 2005; Eide, 2013).…”

Section: Literature Reviewmentioning

confidence: 98%

“…Food purchasing is generally considered a low-involvement process (buying without much thinking) (Ghosh et al , 2019). However, the purchase of organic food differs from a conventional one.…”

Section: Literature Reviewmentioning

confidence: 99%

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Influences on purchase intentions of organic food consumers in an emerging economy

Dangi

Narula

Gupta³

2020

JABS

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Purpose This paper aims to investigate the determinants of organic food buying behaviour in an emerging economy like India, where organic food yet has low market share in spite of its potential. Using the theory of planned behaviour (TPB) as the underlying basis, it attempts to explain the effect of attitude, subjective norms and the perceived behaviour control (PBC) on buying intention towards organic food among respondents in Delhi-National capital region, India. Additionally, it attempts to discriminate functional and constructive attitudes. Design/methodology/approach A quantitative questionnaire survey approach was used on 306 respondents and multiple linear regression was used to validate the research model. Findings Attitudes and PBC have a significant positive impact on the intention to purchase organic food. This paper found subjective norms to be weak and barely significant to intention. The results conclude that health motives, past purchase behaviour, knowledge, affordability and trust in organic certification label are the main facilitators in organic food purchase. Primarily, the respondents see buying organic food regularly as being of value and enjoyable to them. A more favourable appearance vs conventional food was negatively related to behavioural intention. Originality/value This research could aid all stakeholders in the organic food sector, particularly emerging economies like India where the organic market is still nascent. It could be an essential driver to improve customer involvement and thus aid them in the decision-making process to choose organic food over conventional food. It also attempts to establish the usability of TPB in assessing functional attitudes based on constructive attitudes for organic food purchase.

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Section: Methodsmentioning

confidence: 81%

Section: Literature Reviewmentioning

confidence: 98%

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Influences on purchase intentions of organic food consumers in an emerging economy

Dangi

Narula

Gupta³

2020

JABS

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“…Empirical works in the food consumption behaviour literature have used this approach to investigate how these three levels of consumer reaction are related one another. Ghosh et al [34] used customer involvement during organic food purchase to show that awareness drives attitude, and attitude drives purchase behaviour. They conclude that organic food is a high involvement product, in which thinking and economic considerations prevail prior to purchase.…”

Section: Theoretical Frameworkmentioning

confidence: 99%

How Does Consumers’ Care for Origin Shape Their Behavioural Gap for Environmentally Friendly Products?

et al. 2020

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Climate change is threatening worldwide crop yields and varieties, and the desertification of Southern Europe and Mediterranean areas is endangering the cultivation of tomato, not only one of the most important cultivated crops, but also one of the main pillars of the global food industry. To minimize its environmental impact, current research efforts in Europe are selecting resilient tomato genotypes with reduced use of water and fertilizers. Still, its commercial acceptance depends on consumers’ reaction in terms of interests, attitudes, and willingness to buy and pay for this hypothetical resilient tomato. In our setting, a behavioural gap exists whenever despite an interest for the product, and regardless of a positive attitude towards it, consumers are not willing to pay a premium price for this tomato. This paper focuses on Italians, among the largest tomato consumers across the world, and for whom origin emerges as a relevant consumption driver. We carried out a web-survey, totalling 932 responses. We ran three different ordinal regressions, one for each level of involvement in the purchasing process, identifying the factors affecting consumers’ interest, attitude, and behaviour towards this hypothetical tomato. We prove the existence of a behavioural gap for Italian tomato consumers and observe that this gap widens as consumers’ preferences for origin increase. Hence, policies developing environmentally sustainable products should not forget how consumer preferences for non-strictly environmental attributes might ultimately affect their propensity to buy and pay.

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“…The decision around organic food purchase is associated to a deeper value system of the consumers' involving logical and intellectual reasoning (Tarkiainen and Sundqvist, 2009) and co mp licated selection p rocess as the price is high and low trustworthiness (Lavin et al, 2015). Studies show that organic food purchase is considered to be a high involvement decision-making where economic considerations and trustworthyness plays a significant role (Ghosh et. al., 2019).…”

Section: Introductionmentioning

confidence: 99%

Determinants of Consumers' Perceived Experience Value in Relation to Online Organic Food Purchase

Ghosh¹

2020

ujm

Self Cite

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Organic food buying behavior is high involvement purchase and related to consumers' deeper value system. The decision-making is quiet complex due to its high price and lack o f t rustworthiness. Therefore, there is a need for separate and more engaging shopping platform, which can co-create a delightful and enjoyable shopping experience for the consumers. Literature does not give a clear understanding about the factors which can influence Consumers' Perceived Experience Value (CPEV). Hence the study aims to identify the drivers or the determinants of CPEV in relation to online organic food purchase. The objectives of this study are to identify the domain of constructs along with their respective items for CPEV and their relation through qualitative exp loration and validate the items for respective construct through Exp loratory and Confirmatory Factor Analysis. The study contributes a scale which can measure the constructs like Cognitive Engagement, Emot ional Engagement, Behavioral Engagement, Telepresence, Willingness to co-create, Willingness to pay for Experience and Ease of Use in relat ion to online organic food purchase which was not available in the existing literature. This will be beneficial for the o rganic food producers to develop a digital marketing strategy and penetrate the market. The study will also help the service and experience designers to explore these opportunities and create a platform for the small-scale farmers and contribute in their livelihood development.

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Identify Customer Involvement During Organic Food Purchase Through FCB Grid

Cited by 12 publications

References 34 publications

Influences on purchase intentions of organic food consumers in an emerging economy

Influences on purchase intentions of organic food consumers in an emerging economy

How Does Consumers’ Care for Origin Shape Their Behavioural Gap for Environmentally Friendly Products?

Determinants of Consumers' Perceived Experience Value in Relation to Online Organic Food Purchase

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