Extending the theory of planned behavior to predict organic food adoption behavior and perceived consumer longevity in subsistence markets: A post-peak COVID-19 perspective

IF 1.6 Q2 PSYCHOLOGY, MULTIDISCIPLINARY

Cogent Psychology Pub Date : 2023-09-21 DOI:10.1080/23311908.2023.2258677

Phillip Dangaiso

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引用次数: 0

Abstract

The goal of sustainable marketing remains mainstreaming consumer behavior change towards better and healthier products. This study examined the nexus between organic food adoption behavior and perceived consumer longevity in a post-peak COVID-19 period in Zimbabwe. The proposed model is grounded in the theory of planned behavior and the expectancy-disconfirmation paradigm. Organic food consumers in the upmarket suburbs in Harare were targeted. Using convenience sampling, a structured and person administered questionnaire, 256 valid responses were collected in a cross-sectional survey. Structural Equation Modelling in AMOS was used to analyse the survey data. The positive influence of green attitudes, subjective norms and perceived behavioral control on green adoption intentions was confirmed. Further, the results also revealed that green behavioral intentions positively affected organic food adoption behavior. The findings were also confirmatory of the positive impact of green adoption behavior on perceived consumer longevity (p < 0.05). The study concludes that green attitudes, subjective norms and perceived behavioral control significantly influence consumer intentions to adopt organic foods and their subsequent adoption behavior. More importantly, green adoption behavior has a significant impact on perceived consumer longevity in organic food markets. Therefore, to enhance long-term organic food consumption behavior, organic food marketers should leverage their embedded pro-health benefits that positively correlate with consumer perceptions of good health and longevity.

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扩展计划行为理论，以预测自给市场中有机食品的采用行为和消费者寿命:后高峰COVID-19视角

可持续营销的目标仍然是将消费者的行为转变为更好、更健康的产品。本研究调查了津巴布韦在COVID-19高峰期后的有机食品采用行为与消费者寿命之间的关系。该模型以计划行为理论和期望-失证范式为基础。哈拉雷高档郊区的有机食品消费者成为了目标。采用方便抽样，一份结构化和个人管理的问卷，在横断面调查中收集了256份有效答复。利用AMOS中的结构方程模型对调查数据进行分析。绿色态度、主观规范和感知行为控制对绿色采用意愿有正向影响。此外，研究结果还显示，绿色行为意向正影响有机食品的采用行为。研究结果也证实了绿色采用行为对感知消费者寿命的积极影响(p < 0.05)。研究认为，绿色态度、主观规范和感知行为控制显著影响消费者购买有机食品的意愿和随后的购买行为。更重要的是，绿色采纳行为对有机食品市场中消费者寿命的感知有显著影响。因此，为了提高有机食品的长期消费行为，有机食品营销人员应该充分利用其内在的有益健康的好处，这与消费者对健康和长寿的看法呈正相关。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Cogent Psychology PSYCHOLOGY, MULTIDISCIPLINARY-

CiteScore

2.90

自引率

0.00%

发文量

审稿时长

12 weeks

期刊介绍： One of the largest multidisciplinary open access journals serving the psychology community, Cogent Psychology provides a home for scientifically sound peer-reviewed research. Part of Taylor & Francis / Routledge, the journal provides authors with fast peer review and publication and, through open access publishing, endeavours to help authors share their knowledge with the world. Cogent Psychology particularly encourages interdisciplinary studies and also accepts replication studies and negative results. Cogent Psychology covers a broad range of topics and welcomes submissions in all areas of psychology, ranging from social psychology to neuroscience, and everything in between. Led by Editor-in-Chief Professor Peter Walla of Webster Private University, Austria, and supported by an expert editorial team from institutions across the globe, Cogent Psychology provides our authors with comprehensive and quality peer review. Rather than accepting manuscripts based on their level of importance or impact, editors assess manuscripts objectively, accepting valid, scientific research with sound rigorous methodology. Article-level metrics let the research speak for itself.