Factors influencing the consumers’ purchase intentions toward Organic food
DOI:
https://doi.org/10.22555/ijelcs.v8i1.865Keywords:
Purchase intention, Consumption values, Attitude towards purchasing, Perceived behavioral control, Organic foodAbstract
The fundamental drivers of sustainable consumer behavior are consumption ideals. This study examines the relationship between consumption values (functional, social, economic, and emotional), attitude toward buying, perceived behavioral control, and the intention to buy organic food by incorporating the theory of consumption approach. With a Google form survey, the data was collected from 156 organic food buyers in Karachi (Pakistan) because of limited resources. Using the PLS-SEM method, we discover that consumers’ intentions to buy organic food are significantly positively influenced by economic value, emotional value, social value, and functional value quality. The structural relationship between consumption values and the intention to buy organic food is further found to be significantly mediated by attitude toward purchasing. In contrast, the relationship between attitude toward purchasing and the intention to buy organic food was moderated by perceived behavioral control. According to our findings, promoting treatments that address attitudes toward purchases is a potential method to encourage persistent purchase intentions. These findings significantly impact how the organic food business develops based on consumer preferences.
References
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Akbar, A., Ali, S., Ahmad, M. A., Akbar, M., & Danish, M. (2019). Understanding the antecedents of organic food consumption in pakistan: Moderating role of food neophobia. International Journal of Environmental Research and Public Health, 16(20). https://doi.org/10.3390/ijerph16204043
Akter, S., D’Ambra, J., & Ray, P. (2011). An evaluation of PLS based complex models: The roles of power analysis, predictive relevance and GoF index. 17th Americas Conference on Information Systems 2011, AMCIS 2011, 2, 1313–1319.
Ashraf, M. A. (2021). What Drives and Mediates Organic Food Purchase Intention: An Analysis Using Bounded Rationality Theory. Journal of International Food and Agribusiness Marketing, 33(2), 185–216. https://doi.org/10.1080/08974438.2020.1770660
Dangi, N., Gupta, S. K., & Narula, S. A. (2020). Consumer buying behaviour and purchase intention of organic food: a conceptual framework. Management of Environmental Quality: An International Journal, 31(6), 1515–1530. https://doi.org/10.1108/MEQ-01-2020-0014
Fornell, C., & Larcker, D. F. (1981). Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics. Journal of Marketing Research, 18(3), 382. https://doi.org/10.2307/3150980
Hair, J., Black, W., Babin, B., & Anderson, R. (2010). Multivariate Data Analysis. In Vectors. https://doi.org/10.1016/j.ijpharm.2011.02.019
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a Silver Bullet. Journal of Marketing Theory and Practice, 19(2), 139–152. https://doi.org/10.2753/MTP1069-6679190202
Hair Jr, J., Hult, G. T., Ringle, C., & Sarstedt, M. (2016). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) - Joseph F. Hair, Jr., G. Tomas M. Hult, Christian Ringle, Marko Sarstedt. In Sage.
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
Hooper, D., Coughlan, J., & Mullen, M. R. (2008). Structural equation modelling: Guidelines for determining model fit. Electronic Journal of Business Research Methods, 6(1), 53–60. https://doi.org/10.21427/D79B73
Hwang, J., & Chung, J. E. (2019). What drives consumers to certain retailers for organic food purchase: The role of fit for consumers’ retail store preference. Journal of Retailing and Consumer Services, 47(July 2018), 293–306. https://doi.org/10.1016/j.jretconser.2018.12.005
Katt, F., & Meixner, O. (2020). Is it all about the price? An analysis of the purchase intention for organic food in a discount setting by means of structural equation modeling. Foods, 9(4), 1–13. https://doi.org/10.3390/foods9040458
Le-Anh, T., & Nguyen-To, T. (2020). Consumer purchasing behaviour of organic food in an emerging market. International Journal of Consumer Studies, 44(6), 563–573. https://doi.org/10.1111/ijcs.12588
Najib, M., Sumarwan, U., Septiani, S., Waibel, H., Suhartanto, D., & Fahma, F. (2021). Individual and Socio-Cultural Factors as Driving Forces of the Purchase Intention for Organic Food by Middle Class Consumers in Indonesia. Journal of International Food and Agribusiness Marketing, 0(0), 1–22. https://doi.org/10.1080/08974438.2021.1900015
NGUYEN, D. T., & TRUONG, D. C. (2021). The Impact of Psychological and Environmental Factors on Consumers’ Purchase Intention toward Organic Food: Evidence from Vietnam. Journal of Asian Finance, Economics and Business, 8(1), 915–925. https://doi.org/10.13106/jafeb.2021.vol8.no1.915
Pacho, F. (2020). What influences consumers to purchase organic food in developing countries? British Food Journal, 122(12), 3695–3709. https://doi.org/10.1108/BFJ-01-2020-0075
Pandey, D., Kakkar, A., Farhan, M., & Khan, T. A. (2019). Factors influencing organic foods purchase intention of Indian customers. Organic Agriculture, 9(4), 357–364. https://doi.org/10.1007/s13165-018-0240-z
Qasim, H., Yan, L., Guo, R., Saeed, A., & Ashraf, B. N. (2019). The defining role of environmental self-identity among consumption values and behavioral intention to consume organic food. International Journal of Environmental Research and Public Health, 16(7). https://doi.org/10.3390/ijerph16071106
Saleki, R., Quoquab, F., & Mohammad, J. (2019). What drives Malaysian consumers’ organic food purchase intention? The role of moral norm, self-identity, environmental concern and price consciousness. Journal of Agribusiness in Developing and Emerging Economies, 9(5), 584–603. https://doi.org/10.1108/JADEE-02-2019-0018
Tabachnick, B. G., & Fidell, L. S. (2012). Using multivariate statistics (6th ed.). In New York: Harper and Row.
Taghikhah, F., Voinov, A., Shukla, N., & Filatova, T. (2020). Exploring consumer behavior and policy options in organic food adoption: Insights from the Australian wine sector. Environmental Science and Policy, 109(March), 116–124. https://doi.org/10.1016/j.envsci.2020.04.001
Wang, J., Pham, T. L., & Dang, V. T. (2020). Environmental consciousness and organic food purchase intention: A moderated mediation model of perceived food quality and price sensitivity. International Journal of Environmental Research and Public Health, 17(3), 1–18. https://doi.org/10.3390/ijerph17030850
Wang, X., Pacho, F., Liu, J., & Kajungiro, R. (2019). Factors influencing organic food purchase intention in Tanzania and Kenya and the moderating role of knowledge. Sustainability (Switzerland), 11(1). https://doi.org/10.3390/su11010209
Watanabe, E. A. de M., Alfinito, S., Curvelo, I. C. G., Hamza, K. M., Lin, J., Guo, J., Turel, O., Liu, S., Tandon, A., Jabeen, F., Talwar, S., Sakashita, M., Dhir, A., Ahmad, W., Zhang, Q., Ahmed, N., Li, C., Khan, A., Qalati, S. A., … Yu, X. (2020). Behavioral reasoning perspectives on organic food purchase. Appetite, 14(5), 796–822. https://doi.org/10.1108/IMDS-09-2019-0469
Yean, W. T., Iris, T., & Lee, L. W. (2019). Consumers purchase intention towards organic food in Malaysia. PervasiveHealth: Pervasive Computing Technologies for Healthcare, 306–309. https://doi.org/10.1145/3358528.3358531
Aitken, R., Watkins, L., Williams, J., & Kean, A. (2020). The positive role of labelling on consumers’ perceived behavioural control and intention to purchase organic food. Journal of Cleaner Production, 255, 120334. https://doi.org/10.1016/j.jclepro.2020.120334
Akbar, A., Ali, S., Ahmad, M. A., Akbar, M., & Danish, M. (2019). Understanding the antecedents of organic food consumption in pakistan: Moderating role of food neophobia. International Journal of Environmental Research and Public Health, 16(20). https://doi.org/10.3390/ijerph16204043
Akter, S., D’Ambra, J., & Ray, P. (2011). An evaluation of PLS based complex models: The roles of power analysis, predictive relevance and GoF index. 17th Americas Conference on Information Systems 2011, AMCIS 2011, 2, 1313–1319.
Ashraf, M. A. (2021). What Drives and Mediates Organic Food Purchase Intention: An Analysis Using Bounded Rationality Theory. Journal of International Food and Agribusiness Marketing, 33(2), 185–216. https://doi.org/10.1080/08974438.2020.1770660
Dangi, N., Gupta, S. K., & Narula, S. A. (2020). Consumer buying behaviour and purchase intention of organic food: a conceptual framework. Management of Environmental Quality: An International Journal, 31(6), 1515–1530. https://doi.org/10.1108/MEQ-01-2020-0014
Fornell, C., & Larcker, D. F. (1981). Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics. Journal of Marketing Research, 18(3), 382. https://doi.org/10.2307/3150980
Hair, J., Black, W., Babin, B., & Anderson, R. (2010). Multivariate Data Analysis. In Vectors. https://doi.org/10.1016/j.ijpharm.2011.02.019
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a Silver Bullet. Journal of Marketing Theory and Practice, 19(2), 139–152. https://doi.org/10.2753/MTP1069-6679190202
Hair Jr, J., Hult, G. T., Ringle, C., & Sarstedt, M. (2016). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) - Joseph F. Hair, Jr., G. Tomas M. Hult, Christian Ringle, Marko Sarstedt. In Sage.
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
Hooper, D., Coughlan, J., & Mullen, M. R. (2008). Structural equation modelling: Guidelines for determining model fit. Electronic Journal of Business Research Methods, 6(1), 53–60. https://doi.org/10.21427/D79B73
Hwang, J., & Chung, J. E. (2019). What drives consumers to certain retailers for organic food purchase: The role of fit for consumers’ retail store preference. Journal of Retailing and Consumer Services, 47(July 2018), 293–306. https://doi.org/10.1016/j.jretconser.2018.12.005
Katt, F., & Meixner, O. (2020). Is it all about the price? An analysis of the purchase intention for organic food in a discount setting by means of structural equation modeling. Foods, 9(4), 1–13. https://doi.org/10.3390/foods9040458
Le-Anh, T., & Nguyen-To, T. (2020). Consumer purchasing behaviour of organic food in an emerging market. International Journal of Consumer Studies, 44(6), 563–573. https://doi.org/10.1111/ijcs.12588
Najib, M., Sumarwan, U., Septiani, S., Waibel, H., Suhartanto, D., & Fahma, F. (2021). Individual and Socio-Cultural Factors as Driving Forces of the Purchase Intention for Organic Food by Middle Class Consumers in Indonesia. Journal of International Food and Agribusiness Marketing, 0(0), 1–22. https://doi.org/10.1080/08974438.2021.1900015
NGUYEN, D. T., & TRUONG, D. C. (2021). The Impact of Psychological and Environmental Factors on Consumers’ Purchase Intention toward Organic Food: Evidence from Vietnam. Journal of Asian Finance, Economics and Business, 8(1), 915–925. https://doi.org/10.13106/jafeb.2021.vol8.no1.915
Pacho, F. (2020). What influences consumers to purchase organic food in developing countries? British Food Journal, 122(12), 3695–3709. https://doi.org/10.1108/BFJ-01-2020-0075
Pandey, D., Kakkar, A., Farhan, M., & Khan, T. A. (2019). Factors influencing organic foods purchase intention of Indian customers. Organic Agriculture, 9(4), 357–364. https://doi.org/10.1007/s13165-018-0240-z
Qasim, H., Yan, L., Guo, R., Saeed, A., & Ashraf, B. N. (2019). The defining role of environmental self-identity among consumption values and behavioral intention to consume organic food. International Journal of Environmental Research and Public Health, 16(7). https://doi.org/10.3390/ijerph16071106
Saleki, R., Quoquab, F., & Mohammad, J. (2019). What drives Malaysian consumers’ organic food purchase intention? The role of moral norm, self-identity, environmental concern and price consciousness. Journal of Agribusiness in Developing and Emerging Economies, 9(5), 584–603. https://doi.org/10.1108/JADEE-02-2019-0018
Tabachnick, B. G., & Fidell, L. S. (2012). Using multivariate statistics (6th ed.). In New York: Harper and Row.
Taghikhah, F., Voinov, A., Shukla, N., & Filatova, T. (2020). Exploring consumer behavior and policy options in organic food adoption: Insights from the Australian wine sector. Environmental Science and Policy, 109(March), 116–124. https://doi.org/10.1016/j.envsci.2020.04.001
Wang, J., Pham, T. L., & Dang, V. T. (2020). Environmental consciousness and organic food purchase intention: A moderated mediation model of perceived food quality and price sensitivity. International Journal of Environmental Research and Public Health, 17(3), 1–18. https://doi.org/10.3390/ijerph17030850
Wang, X., Pacho, F., Liu, J., & Kajungiro, R. (2019). Factors influencing organic food purchase intention in Tanzania and Kenya and the moderating role of knowledge. Sustainability (Switzerland), 11(1). https://doi.org/10.3390/su11010209
Watanabe, E. A. de M., Alfinito, S., Curvelo, I. C. G., Hamza, K. M., Lin, J., Guo, J., Turel, O., Liu, S., Tandon, A., Jabeen, F., Talwar, S., Sakashita, M., Dhir, A., Ahmad, W., Zhang, Q., Ahmed, N., Li, C., Khan, A., Qalati, S. A., … Yu, X. (2020). Behavioral reasoning perspectives on organic food purchase. Appetite, 14(5), 796–822. https://doi.org/10.1108/IMDS-09-2019-0469
Yean, W. T., Iris, T., & Lee, L. W. (2019). Consumers purchase intention towards organic food in Malaysia. PervasiveHealth: Pervasive Computing Technologies for Healthcare, 306–309. https://doi.org/10.1145/3358528.3358531
Aitken, R., Watkins, L., Williams, J., & Kean, A. (2020). The positive role of labelling on consumers’ perceived behavioural control and intention to purchase organic food. Journal of Cleaner Production, 255, 120334. https://doi.org/10.1016/j.jclepro.2020.120334
Akbar, A., Ali, S., Ahmad, M. A., Akbar, M., & Danish, M. (2019). Understanding the antecedents of organic food consumption in pakistan: Moderating role of food neophobia. International Journal of Environmental Research and Public Health, 16(20). https://doi.org/10.3390/ijerph16204043
Akter, S., D’Ambra, J., & Ray, P. (2011). An evaluation of PLS based complex models: The roles of power analysis, predictive relevance and GoF index. 17th Americas Conference on Information Systems 2011, AMCIS 2011, 2, 1313–1319.
Ashraf, M. A. (2021). What Drives and Mediates Organic Food Purchase Intention: An Analysis Using Bounded Rationality Theory. Journal of International Food and Agribusiness Marketing, 33(2), 185–216. https://doi.org/10.1080/08974438.2020.1770660
Dangi, N., Gupta, S. K., & Narula, S. A. (2020). Consumer buying behaviour and purchase intention of organic food: a conceptual framework. Management of Environmental Quality: An International Journal, 31(6), 1515–1530. https://doi.org/10.1108/MEQ-01-2020-0014
Fornell, C., & Larcker, D. F. (1981). Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics. Journal of Marketing Research, 18(3), 382. https://doi.org/10.2307/3150980
Hair, J., Black, W., Babin, B., & Anderson, R. (2010). Multivariate Data Analysis. In Vectors. https://doi.org/10.1016/j.ijpharm.2011.02.019
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a Silver Bullet. Journal of Marketing Theory and Practice, 19(2), 139–152. https://doi.org/10.2753/MTP1069-6679190202
Hair Jr, J., Hult, G. T., Ringle, C., & Sarstedt, M. (2016). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) - Joseph F. Hair, Jr., G. Tomas M. Hult, Christian Ringle, Marko Sarstedt. In Sage.
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
Hooper, D., Coughlan, J., & Mullen, M. R. (2008). Structural equation modelling: Guidelines for determining model fit. Electronic Journal of Business Research Methods, 6(1), 53–60. https://doi.org/10.21427/D79B73
Hwang, J., & Chung, J. E. (2019). What drives consumers to certain retailers for organic food purchase: The role of fit for consumers’ retail store preference. Journal of Retailing and Consumer Services, 47(July 2018), 293–306. https://doi.org/10.1016/j.jretconser.2018.12.005
Katt, F., & Meixner, O. (2020). Is it all about the price? An analysis of the purchase intention for organic food in a discount setting by means of structural equation modeling. Foods, 9(4), 1–13. https://doi.org/10.3390/foods9040458
Le-Anh, T., & Nguyen-To, T. (2020). Consumer purchasing behaviour of organic food in an emerging market. International Journal of Consumer Studies, 44(6), 563–573. https://doi.org/10.1111/ijcs.12588
Najib, M., Sumarwan, U., Septiani, S., Waibel, H., Suhartanto, D., & Fahma, F. (2021). Individual and Socio-Cultural Factors as Driving Forces of the Purchase Intention for Organic Food by Middle Class Consumers in Indonesia. Journal of International Food and Agribusiness Marketing, 0(0), 1–22. https://doi.org/10.1080/08974438.2021.1900015
NGUYEN, D. T., & TRUONG, D. C. (2021). The Impact of Psychological and Environmental Factors on Consumers’ Purchase Intention toward Organic Food: Evidence from Vietnam. Journal of Asian Finance, Economics and Business, 8(1), 915–925. https://doi.org/10.13106/jafeb.2021.vol8.no1.915
Pacho, F. (2020). What influences consumers to purchase organic food in developing countries? British Food Journal, 122(12), 3695–3709. https://doi.org/10.1108/BFJ-01-2020-0075
Pandey, D., Kakkar, A., Farhan, M., & Khan, T. A. (2019). Factors influencing organic foods purchase intention of Indian customers. Organic Agriculture, 9(4), 357–364. https://doi.org/10.1007/s13165-018-0240-z
Qasim, H., Yan, L., Guo, R., Saeed, A., & Ashraf, B. N. (2019). The defining role of environmental self-identity among consumption values and behavioral intention to consume organic food. International Journal of Environmental Research and Public Health, 16(7). https://doi.org/10.3390/ijerph16071106
Saleki, R., Quoquab, F., & Mohammad, J. (2019). What drives Malaysian consumers’ organic food purchase intention? The role of moral norm, self-identity, environmental concern and price consciousness. Journal of Agribusiness in Developing and Emerging Economies, 9(5), 584–603. https://doi.org/10.1108/JADEE-02-2019-0018
Tabachnick, B. G., & Fidell, L. S. (2012). Using multivariate statistics (6th ed.). In New York: Harper and Row.
Taghikhah, F., Voinov, A., Shukla, N., & Filatova, T. (2020). Exploring consumer behavior and policy options in organic food adoption: Insights from the Australian wine sector. Environmental Science and Policy, 109(March), 116–124. https://doi.org/10.1016/j.envsci.2020.04.001
Wang, J., Pham, T. L., & Dang, V. T. (2020). Environmental consciousness and organic food purchase intention: A moderated mediation model of perceived food quality and price sensitivity. International Journal of Environmental Research and Public Health, 17(3), 1–18. https://doi.org/10.3390/ijerph17030850
Wang, X., Pacho, F., Liu, J., & Kajungiro, R. (2019). Factors influencing organic food purchase intention in Tanzania and Kenya and the moderating role of knowledge. Sustainability (Switzerland), 11(1). https://doi.org/10.3390/su11010209
Watanabe, E. A. de M., Alfinito, S., Curvelo, I. C. G., Hamza, K. M., Lin, J., Guo, J., Turel, O., Liu, S., Tandon, A., Jabeen, F., Talwar, S., Sakashita, M., Dhir, A., Ahmad, W., Zhang, Q., Ahmed, N., Li, C., Khan, A., Qalati, S. A., … Yu, X. (2020). Behavioral reasoning perspectives on organic food purchase. Appetite, 14(5), 796–822. https://doi.org/10.1108/IMDS-09-2019-0469
Yean, W. T., Iris, T., & Lee, L. W. (2019). Consumers purchase intention towards organic food in Malaysia. PervasiveHealth: Pervasive Computing Technologies for Healthcare, 306–309. https://doi.org/10.1145/3358528.3358531
