Predicting Intention to Buy Organic Food during the COVID-19 Pandemic: A multi-group analysis based on the Health Belief Model

Q2 Business, Management and Accounting

Journal of International Food and Agribusiness Marketing Pub Date : 2022-02-20 DOI:10.1080/08974438.2022.2035881

Subburaj Alagarsamy, Sangeeta Mehrolia, V. M, J. S.

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引用次数: 3

Abstract

Abstract The ongoing COVID-19 pandemic has deeply affected physical and psychological health of people. It also had a huge impact on their dietary choices. This study specifically attempts to determine the impact of the constructs of health belief model on consumer purchase intention of organic food in the pandemic scenario. A survey was conducted among 413 Indian organic food consumers. The proposed hypotheses are tested by employing structural equation modeling. The findings highlight those perceived benefits is an important predictor of consumers’ behavioral intention to buy organic food, followed by cues to action and perceived threats. It is also found that consumers’ age moderates the impact of perceived threat and perceived barrier on consumers’ purchase intention, with a 22% difference in model prediction. In conclusion, the health belief model is found to be one of the most suitable models to predict consumer intention toward organic food purchase during the COVID-19 pandemic.

查看原文本刊更多论文

2019冠状病毒病疫情期间有机食品购买意愿预测:基于健康信念模型的多群体分析

持续的新冠肺炎疫情严重影响了人们的身心健康。这也对他们的饮食选择产生了巨大的影响。本研究具体试图确定大流行情境下健康信念模型的构建对消费者购买有机食品意愿的影响。对413名印度有机食品消费者进行了一项调查。采用结构方程模型对提出的假设进行了检验。研究结果强调，这些感知到的好处是消费者购买有机食品的行为意愿的重要预测因素，其次是行动暗示和感知到的威胁。研究还发现，消费者的年龄会调节感知威胁和感知障碍对消费者购买意愿的影响，模型预测差异为22%。综上所述，健康信念模型是预测2019冠状病毒病疫情期间消费者购买有机食品意愿最合适的模型之一。

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来源期刊

Journal of International Food and Agribusiness Marketing Business, Management and Accounting-Business and International Management

CiteScore

4.90

自引率

0.00%

发文量

期刊介绍： The Journal of International Food & Agribusiness Marketing is a timely journal that serves as a forum for the exchange and dissemination of food and agribusiness marketing knowledge and experiences on an international scale. Designed to study the characteristics and workings of food and agribusiness marketing systems around the world, the journal critically examines marketing issues in the total food business chain prevailing in different parts of the globe by using a systems and cross-cultural/national approach to explain the many facets of food marketing in a range of socioeconomic and political systems.