Consumer Perceptions and Intentions Toward Buying Green Food Products: A Case of Tanzania

Q2 Business, Management and Accounting

Journal of International Food and Agribusiness Marketing Pub Date : 2020-11-27 DOI:10.1080/08974438.2020.1845904

E. Chao, G. T. Uhagile

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引用次数: 5

Abstract

Abstract Research on green products has been extensively developed recently but there is less that is known with respect to consumer perception toward those products especially in emerging markets. The cross-cultural studies have indicated a significant degree of differences between and within these markets, a fact that is expected to provide unique insights for other established theories. This study therefore aimed at examining the consumer perceptions and intentions in buying green food products, with a case of Tanzania (one of the fastest emerging markets of Africa). Quantitative data were collected in a cross-sectional manner, using a well-structured questionnaire with a sample of 399 respondents. Study findings reveal that consumers’ intention to buy is highly influenced by their health benefit perceptions on green food products. Food quality and its safety were also found to be good predictors of consumers’ buying intention that affect it positively contrary to price which influenced the same negatively.

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消费者对购买绿色食品的认知和意图:以坦桑尼亚为例

绿色产品的研究近年来得到了广泛的发展，但在消费者对这些产品的认知方面，特别是在新兴市场，人们所知的较少。跨文化研究表明，这些市场之间和内部存在显著程度的差异，这一事实有望为其他已建立的理论提供独特的见解。因此，本研究旨在以坦桑尼亚(非洲发展最快的新兴市场之一)为例，考察消费者购买绿色食品的观念和意图。定量数据以横断面方式收集，使用结构良好的问卷调查399名受访者的样本。研究发现，消费者对绿色食品的健康益处认知对其购买意愿有很大影响。食品质量及其安全也被发现是消费者购买意愿的良好预测因素，对其产生积极影响，而价格对其产生消极影响。

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

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.