Purchase Intentions of Non-Certified Organic Food in a Non-Regulated Market: An Application of the Theory of Planned Behavior

Mughal, Hasan Ali; Thøgersen, John; Faisal, Farida

doi:10.1080/08974438.2021.1970686

Cited by 10 publications

(8 citation statements)

References 76 publications

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Section: Discussionsupporting

confidence: 74%

“…Chetioui et al , 2022; Cavite et al , 2022; Yilmazel, 2022). We also confirm that subjective norms positively influence consumers' attitude (Kumar et al , 2023; Testa et al , 2019) and intention (Carrión Bósquez et al , 2023; Mughal et al , 2023; Roh et al , 2022; Teng and Wang, 2015) towards purchasing organic food. Taken into consideration the collectivistic culture of Moroccan consumers, they are more likely to develop positive attitudes and intent to buy organic products when their friends and surroundings do so.…”

Section: Discussionsupporting

confidence: 74%

See 1 more Smart Citation

Exploring consumers' attitude and intent to purchase organic food in an emerging market context: a pre-/post COVID-19 pandemic analysis

Chetioui,

Butt,

Lebdaoui

et al. 2023

BFJ

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PurposeFollowing the COVID-19 pandemic, the upward trend of organic food (OF) consumption is no longer restrained to western markets but has also extended to emerging markets in different parts of the world. Still, extent post-pandemic literature has devoted little attention to the factors shaping consumers' intent to purchase organic food in developing markets. The current research empirically investigates the antecedents of consumers' attitude and intent to purchase organic food in an emerging market context (i.e. Morocco). This research also explores the differences between OF consumers' manifest attitudes prior to and following the COVID-19 pandemic.Design/methodology/approachTo achieve the study's objectives, data were collected from 1,060 Moroccan respondents using online self-administered questionnaires in two different eras: prior to the COVID-19 pandemic with a total of 441 valid responses and following the pandemic with 619 valid responses. Confirmatory factor analysis (CFA) was employed to validate the data, and a partial least squares (PLS) estimation was used to test the hypotheses.FindingsFirst, attitude towards OF has a significant impact on consumers' purchase intention; at the same time, it is influenced by subjective norms, organic labeling, perceived behavioral control, health consciousness, and environmental concern. This study's findings also suggest subjective norms, organic labeling, perceived behavioral control, health consciousness, environmental concern, age, and income as the key determinants of consumers' intention to purchase OF. Second, the IPMA analysis suggests that while health consciousness, organic labeling and perceived behavioral control are the most important constructs influencing attitude towards OF, consumers' purchase intention is mostly influenced by health consciousness, attitude towards OF and age. Finally, the PLS-Multigroup Analysis conveyed few discrepancies in the results when comparing the two eras (i.e. subjective norms and age had more significant impacts on consumers' purchase intent following the COVID-19 pandemic).Practical implicationsThis study provides organic food retailers and practitioners with a deeper understanding of the key aspects shaping consumers' intent to purchase organic products in emerging markets. The comparative analysis will also provide important insights on how to shape consumers' attitudes and purchase intentions in a new-normal marked by the COVID-19 pandemic.Originality/valueThis study's findings contribute to the growing literature on consumers' behavior in the organic food industry, particularly in developing countries where research is still narrow. This study's study is the first of its kind to compare consumers' intention to purchase organic food before and following the COVID-19 pandemic.

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Section: Discussionsupporting

confidence: 74%

Section: Discussionsupporting

confidence: 74%

Exploring consumers' attitude and intent to purchase organic food in an emerging market context: a pre-/post COVID-19 pandemic analysis

Chetioui,

Butt,

Lebdaoui

et al. 2023

BFJ

View full text Add to dashboard Cite

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“…The respondents' demographic characteristics are as follows: 220(55%) males and 180 (45%) females were surveyed. All the respondents were adults; 195 (48.75%) were from the age group (18)(19)(20)(21)(22)(23)(24)(25)(26)(27)(28)(29)(30), and 170 (42.5%) were from 31-40, in that order followed by age group. Education-wise, 203(50.75%) had a Bachelor's degree, 122(30.5%) had master's level education, 50 (12.5%) had M.Phil., and the remaining 25(6.25%) had PhD level education.…”

Section: Measurement and Survey Instrumentmentioning

confidence: 99%

“…Moreover [23], discussed applying the theory of planned behaviour topurchasing organic food. While [24] investigated the purchase intention of organic food in the Pakistani market. It is noted that researchers are not only limited to purchase intention and purchase behaviour of organic food in developing economies like Pakistan and scarcely discussed the intention to purchase of organic food.…”

Section: Introductionmentioning

confidence: 99%

Factors affecting repurchase intention of organic food among generation Z (Evidence from developing economy)

Bhutto

Khan²,

Sun³

et al. 2023

PLoS ONE

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Organic food has gained much importance due to consumers’ rising environmental and health concerns. Purchase intention of organic food has been explored widely, but the repurchase intention of organic food has gained little attention among researchers. So, it has become important to explore repurchase intention among generation Z; a generation considered more educated and aware of rising environmental concerns. Generation Z is more tech-savvy and brand conscious, so its impact on repurchase intention through consumer satisfaction has been explored. The data in this paper was collected from 400 respondents through a structured questionnaire in Islamabad, Pakistan. We used the PLS-SEM approach for data analysis and results; we found that social media influence and brand purchase impact brand awareness and positively impact brand awareness on consumer satisfaction. Moreover, it is also found that consumer satisfaction positively impacts the repurchase intention of organic food. Our study found that Generation Z has a strong social media influence, so marketers’ managers must consider and address the issues when consumers consider social media for their concerns and suggestion.

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“…Additionally, TPB is used by many authors in the past who have focused on food preferences. 2,[16][17][18][19][20][21][22][23][24][25] Decisions about consuming OF can be explained by connecting their characteristics to more abstract values such as security, hedonism, universalism, benevolence, self-direction, and conformity. Invoking these ideals can have a favourable impact on people's opinions about purchasing OF.…”

Section: Introductionmentioning

confidence: 99%

Intention to Purchase Organic Food Among Indian Consumers: Application of Theory of Planned Behaviour

Kaur,

Kaur

2023

Metamorphosis: A Journal of Management Research

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The primary aim of this research is to investigate the consumer’s intention to purchase organic food (OF) in India, using the theory of planned behaviour (TPB). This study used the values of security, conformity, and self-direction in addition to the TPB and tested its impact on the attitude and intention to purchase OF. Data were gathered from 400 OF customers approached using the mall intercept method. To evaluate the relationships between the key determinants, data were analysed using structural equation modelling. The research revealed that attitude, subjective norms (SN), and perceived behaviour control (PBC) have a positive and significant impact on the intention to purchase OF. Security, self-direction, and conformity have a significant impact on attitude. In addition, security has a significant impact on SN and PBC. PBC is found to have an impact on SN. These findings provide several useful implications for marketing managers. Environmental officials and the government might use the study’s findings to expand organic consumption. The study makes a conceptual contribution to the existing literature by establishing theoretical linkages between values and TPB-related constructs.

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Purchase Intentions of Non-Certified Organic Food in a Non-Regulated Market: An Application of the Theory of Planned Behavior

Cited by 10 publications

References 76 publications

Exploring consumers' attitude and intent to purchase organic food in an emerging market context: a pre-/post COVID-19 pandemic analysis

Exploring consumers' attitude and intent to purchase organic food in an emerging market context: a pre-/post COVID-19 pandemic analysis

Factors affecting repurchase intention of organic food among generation Z (Evidence from developing economy)

Intention to Purchase Organic Food Among Indian Consumers: Application of Theory of Planned Behaviour

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