Trust, convenience and environmental concern in consumer purchase intention for organic food

Q1 Business, Management and Accounting

Spanish Journal of Marketing - ESIC Pub Date : 2023-07-11 DOI:10.1108/sjme-09-2022-0201

G. Prakash, Pankaj Singh, Anees Ahmad, G. Kumar

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引用次数: 0

Abstract

Purpose The customers are demanding the products which are not only healthy but also clean and environment friendly i.e. call for sustainable consumption products. Therefore, this study aims to identify the important drivers of organic food purchase intention. Design/methodology/approach A cross-sectional research design involving the collection of primary data from 234 respondents was adopted in this study. Responses were gathered from the consumers of organic food representative of the Indian population. Structural equation modelling was applied to analyze data and validate the research model. Findings The findings of the study would help practitioners understand the factors leading to the purchase intention of organic food products in a growing consumer market. This knowledge would help them devise marketing and communication strategies to increase the consumption of organic food products. Originality/value The present study advances existing literature on organic food consumption by extending the theory of planned behaviour with factors, namely, environmental concern, convenience and trust, and establishing their role in developing the purchase intention for organic food products.

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消费者对有机食品购买意愿中的信任、便利和环境因素

消费者要求产品不仅要健康，而且要清洁和环保，即要求可持续消费的产品。因此，本研究旨在找出有机食品购买意愿的重要驱动因素。设计/方法/方法本研究采用横断面研究设计，涉及收集234名受访者的原始数据。我们从有机食品消费者那里收集了代表印度人口的反馈。采用结构方程模型对数据进行分析，验证研究模型。研究结果研究结果将帮助从业者了解在不断增长的消费者市场中导致有机食品购买意愿的因素。这些知识将帮助他们制定营销和沟通策略，以增加有机食品的消费。原创性/价值本研究在现有有机食品消费文献的基础上，将计划行为理论扩展为环境关注、便利和信任等因素，并确立其在有机食品购买意愿形成中的作用。

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来源期刊

Spanish Journal of Marketing - ESIC Business, Management and Accounting-Marketing

CiteScore

9.10

自引率

0.00%

发文量

审稿时长

12 weeks

期刊介绍： Expected manuscript profile: SJM-ESIC is especially interested in submissions that include unique and novel contributions on the frontier of knowledge, focused on emerging areas relevant to academic research in marketing or even opening new research niches. New methodologies and techniques are particularly appreciated. SJM-ESIC welcomes a wide array of original contributions (quantitative or qualitative empirical analysis, critical literature reviews, meta-analysis, theoretical papers, agenda for future research, etc.), as well as research that cross the frontiers between marketing and other related areas. Submitted manuscripts can be focused on Spanish, Latin-American, but also any other relevant market. Agenda for Future Research: Considering the interest of the SJM-ESIC for unique and novel contributions on the frontier of knowledge, this section aims to create a space for critical reflection of new directions in which future specialized research in the marketing field should advance. The Agenda for Future Research section welcomes contributions outlining emerging opportunities in the marketing discipline derived, for example, from changes in consumers'' behaviour. New challenges in this evolving field might be also addressed. In sum, this section aims to propose new research avenues for marketing academics in order to inspire future research agendas. Leading researchers in the marketing discipline, either alone or in collaboration, are highly encouraged to contribute to this Agenda for Future Research section. Due to the particularities of this type of contributions, no restrictions on manuscript structure apply.