探索新兴市场背景下消费者购买有机食品的态度和意图:COVID-19大流行前后的分析

IF 3.4 3区 经济学 Q1 AGRICULTURAL ECONOMICS & POLICY
Youssef Chetioui, Irfan Butt, Hind Lebdaoui, M. Neville, Laila El bouzidi
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引用次数: 0

摘要

目的在新冠肺炎大流行之后,有机食品消费的上升趋势不再局限于西方市场,而是扩展到世界不同地区的新兴市场。尽管如此,疫情后的文献很少关注影响消费者在发展中市场购买有机食品意愿的因素。目前的研究实证调查了在新兴市场背景下(即摩洛哥)消费者购买有机食品的态度和意图的前因。本研究还探讨了OF消费者在新冠肺炎大流行前后的明显态度之间的差异。设计/方法/方法为了实现研究目标,在两个不同的时代使用在线自填问卷从1060名摩洛哥受访者中收集数据:新冠肺炎大流行前,共有441份有效回复,大流行后,共有619份有效回应。验证性因素分析(CFA)用于验证数据,偏最小二乘(PLS)估计用于检验假设。研究发现:第一,对OF的态度对消费者的购买意愿有显著影响;同时,它还受到主观规范、有机标签、感知行为控制、健康意识和环境关注的影响。这项研究的结果还表明,主观规范、有机标签、感知行为控制、健康意识、环境关注、年龄和收入是消费者购买of意愿的关键决定因素。其次,IPMA分析表明,健康意识、有机标签和感知行为控制是影响对OF态度的最重要因素,而消费者的购买意愿主要受健康意识、对OF态度和年龄的影响。最后,PLS-Multigroup分析在比较这两个时代时,结果几乎没有差异(即主观规范和年龄对新冠肺炎大流行后消费者的购买意愿有更显著的影响)。实践意义这项研究为有机食品零售商和从业者提供了对新兴市场消费者购买有机产品意图的关键方面的更深入理解。比较分析还将为如何在新冠肺炎大流行的新常态中塑造消费者的态度和购买意图提供重要见解。原创性/价值这项研究的发现为越来越多的关于有机食品行业消费者行为的文献做出了贡献,尤其是在研究范围仍然狭窄的发展中国家。这项研究首次比较了新冠肺炎大流行前后消费者购买有机食品的意愿。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Exploring consumers' attitude and intent to purchase organic food in an emerging market context: a pre-/post COVID-19 pandemic analysis
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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来源期刊
British Food Journal
British Food Journal 工程技术-食品科技
CiteScore
6.90
自引率
15.20%
发文量
219
审稿时长
18-36 weeks
期刊介绍: After 115 years, the British Food Journal (BFJ) continues to be highly respected worldwide for its broad and unique interdisciplinary coverage of the latest food-related double blind peer-reviewed research. It links all sectors of this dynamic industry, keeping abreast of emerging trends, topical and controversial issues and informing and stimulating debate. - See more at: http://emeraldgrouppublishing.com/products/journals/journals.htm?id=bfj#sthash.O3wH4pEh.dpuf
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