Login Register Cart 0
Generic placeholder image

Current Nutrition & Food Science

Editor-in-Chief

ISSN (Print): 1573-4013
ISSN (Online): 2212-3881

Back
Journal Home About Journal Editorial Board Journal Insight Current Issue Volumes/Issues
Subscribe
Review Article

Role of Availability on Actual Purchase Behavior of Organic Food Products: An Application of Theory of Planned Behavior

Author(s): Poonam Painuly and Prachi Pachaury*

Volume 20, Issue 10, 2024

Published on: 16 February, 2024

Page: [1222 - 1230] Pages: 9

DOI: 10.2174/0115734013269025231126033736

Price: $65

Open Access Journals Promotions 2
conference banner
Abstract

Aim: This paper examines how consumers' purchase intentions and actual purchase behavior for organic food products are related to the moderating effect of availability and its relationship with those two variables.

Methods: Using structural equation modeling, a structured survey of 250 participants revealed that the three components of the theory of planned behavior-attitude, subjective norm, and perceived behavior control impacted consumers' purchase intentions.

Results: Findings revealed a strong correlation between purchase intention and actual purchase behavior of the consumers towards organic products. Furthermore, it identifies a few areas for future work that would benefit wholesalers, retailers, marketers, consumers, and scholars.

Conclusion: Food provides indispensable nourishment, which leads to a healthy life. However, it has recently come to light that many food products have become unhealthy due to farmers' excessive use of pesticides and chemical-based fertilizers, resulting in several illnesses. Currently, it has been observed that many consumers are attracted to organic food that is healthy, tasty, and free from chemicals, pesticides, and fertilizers. To increase the study's accuracy and utility, further research might be done on additional aspects, such as significant price premiums, a lack of knowledge, confidence in organic certification programs, and quality.

Keywords: Organic food product, purchase intention, actual purchase behavior, consumers’, planned behavior-attitude, chemical- based fertilizers.

« Previous Next »
Graphical Abstract

[1]
Allen G, Albala K, Eds. The business of food: Encyclopedia of the food and drink industries. ABC-CLIO 2007.
[2]
Lea E, Worsley A. Australian consumers’ food-related environmental beliefs and behaviours. Appetite 2008; 50(2-3): 207-14.
[http://dx.doi.org/10.1016/j.appet.2005.07.012] [PMID: 17604876]
[3]
Chattopadhyay A, Khanzode P. An empirical study on awareness and consumption pattern of organic food in Bengaluru city, the capital of India: an analysis with respect to different demographic factors and availability of organic food products in Bengaluru. Int J Res 2019; 7(1): 276-96.
[http://dx.doi.org/10.29121/granthaalayah.v7.i1.2019.1055]
[4]
Tarkiainen A, Sundqvist S. Subjective norms, attitudes and intentions of Finnish consumers in buying organic food. Br Food J 2005; 107(11): 808-22.
[http://dx.doi.org/10.1108/00070700510629760]
[5]
Harikumar G. A study on the factors affecting consumers'buying behavior towards organic food products in Chennai city. TOJDEL 2023; 11(2)
[6]
Goodhue D, Lewis W, Thompson R. PLS, small sample size, and statistical power in MIS research. System Sciences, 2006 HICSS'06 Proceedings of the 39th Annual Hawaii International Conference on. System Sciences (HICSS'06) 2006; pp. 2021.
[http://dx.doi.org/10.1109/HICSS.2006.381]
[7]
“Moderation” 2016. Available from: http://davidakenny.net/cm/moderation.htm
[8]
Leyva-Hernández SN, González-Rosales VM, Galván-Mendoza O, Toledo-López A. Main factors that explain organic food purchase intention. Innovate: J Adm Soc Sci 2023; 33(87): 93-108.
[9]
Ramayah TJ, Cheah J, Chuah F, Ting H, Memon MA. Partial Least Squares Structural Equation Modeling (PLS-SEM) using SmartPLS 30: An updated and practical guide to statistical analysis. (1st ed..), Pearson Malaysia Sdn Bhd 2018.
[10]
Wandel M, Bugge A. Environmental concern in consumer evaluation of food quality. Food Qual Prefer 1997; 8(1): 19-26.
[http://dx.doi.org/10.1016/S0950-3293(96)00004-3]
[11]
Brunsø K, Grunert KG, Fjord TA. Consumers' food choice and quality perception. RePEc 2002.
[12]
Ajzen I. The theory of planned behavior. Organ Behav Hum Decis Process 1991; 50(2): 179-211.
[http://dx.doi.org/10.1016/0749-5978(91)90020-T]
[13]
Molinillo S, Vidal-Branco M, Japutra A. Understanding the drivers of organic foods purchasing of millennials: Evidence from Brazil and Spain. J Retailing Consum Serv 2020; 52: 101926.
[http://dx.doi.org/10.1016/j.jretconser.2019.101926]
[14]
Sarstedt M, Ringle CM, Smith D, Reams R, Hair JF Jr.. Partial least squares structural equation modeling (PLS-SEM): A useful tool for family business researchers. J Fam Bus Strategy 2014; 5(1): 105-5.
[15]
Chen MF. Consumer attitudes and purchase intentions in relation to organic foods in Taiwan: Moderating effects of food-related personality traits. Food Qual Prefer 2007; 18(7): 1008-21.
[http://dx.doi.org/10.1016/j.foodqual.2007.04.004]
[16]
Thøgersen J, Pedersen S, Paternoga M, Schwendel E, Aschemann-Witzel J. How important is country-of-origin for organic food consumers? A review of the literature and suggestions for future research. Br Food J 2017; 119(3): 542-57.
[http://dx.doi.org/10.1108/BFJ-09-2016-0406]
[17]
Dean M, Raats MM, Shepherd R. Moral concerns and consumer choice of fresh and processed organic foods 1. J Appl Soc Psychol 2008; 38(8): 2088-107.
[http://dx.doi.org/10.1111/j.1559-1816.2008.00382.x]
[18]
Stolz H, Stolze M, Hamm U, Janssen M, Ruto E. Consumer attitudes towards organic versus conventional food with specific quality attributes. NJAS Wagening J Life Sci 2011; 58(3-4): 67-72.
[http://dx.doi.org/10.1016/j.njas.2010.10.002]
[19]
Stolz H, Stolze M, Janssen M, Hamm U. Preferences and determinants for organic, conventional and conventional-plus products-the case of occasional organic consumers. Food Qual Prefer 2011; 22(8): 772-9.
[http://dx.doi.org/10.1016/j.foodqual.2011.06.011]
[20]
Chen MF. Attitude toward organic foods among Taiwanese as related to health consciousness, environmental attitudes, and the mediating effects of a healthy lifestyle. Br Food J 2009; 111(2): 165-78.
[http://dx.doi.org/10.1108/00070700910931986]
[21]
Fornell C, Larcker DF. Structural equation models with unobservable variables and measurement error: Algebra and statistics. J Mark Res 1981; 18(3): 382-8.
[22]
Asif M, Xuhui W, Nasiri A, Ayyub S. Determinant factors influencing organic food purchase intention and the moderating role of awareness: A comparative analysis. Food Qual Prefer 2018; 63: 144-50.
[http://dx.doi.org/10.1016/j.foodqual.2017.08.006]
[23]
Teng CC, Wang YM. Decisional factors driving organic food consumption. Br Food J 2015; 117(3): 1066-81.
[http://dx.doi.org/10.1108/BFJ-12-2013-0361]
[24]
Magnusson MK, Arvola A, Koivisto Hursti U-K, Åberg L, Sjödén PO. Attitudes towards organic foods among Swedish consumers. Br Food J 2001; 103(3): 209-27.
[http://dx.doi.org/10.1108/00070700110386755]
[25]
Sultan P, Wong HY, Azam MS. How perceived communication source and food value stimulate purchase intention of organic food: An examination of the stimulus-organism-response (SOR) model. J Clean Prod 2021; 312: 127807.
[http://dx.doi.org/10.1016/j.jclepro.2021.127807]
[26]
Suprapto B, Wijaya T. Intentions of Indonesian consumers on buying organic food. Int J Trade Econ Finance 2012; 3(2): 114-9.
[27]
Nguyen H, Nguyen N, Nguyen B, Lobo A, Vu P. Organic food purchases in an emerging market: The influence of consumers’ personal factors and green marketing practices of food stores. Int J Environ Res Public Health 2019; 16(6): 1037.
[http://dx.doi.org/10.3390/ijerph16061037] [PMID: 30909390]
[28]
Spears N, Singh SN. Measuring attitude toward the brand and purchase intentions. J Curr Issues Res Advert 2004; 26(2): 53-66.
[http://dx.doi.org/10.1080/10641734.2004.10505164]
[29]
Schifferstein HNJ, Ophuis PAM. Health-related determinants of organic food consumption in The Netherlands. Food Qual Prefer 1998; 9(3): 119-33.
[http://dx.doi.org/10.1016/S0950-3293(97)00044-X]
[30]
Henseler J, Fassott G. Testing moderating effects in PLS path models: An illustration of available procedures. Handbook of partial least squares: Concepts, methods and applications. 2010; pp. 713-35.
[31]
Hughner RS, McDonagh P, Prothero A, Shultz CJ II, Stanton J. Who are organic food consumers? A compilation and review of why people purchase organic food. J Consum Behav 2007; 6(2-3): 94-110.
[http://dx.doi.org/10.1002/cb.210]
[32]
Singh A, Verma P. Factors influencing Indian consumers’ actual buying behaviour towards organic food products. J Clean Prod 2017; 167: 473-83.
[http://dx.doi.org/10.1016/j.jclepro.2017.08.106]
[33]
Padel S, Foster C. Exploring the gap between attitudes and behaviour. Br Food J 2005; 107(8): 606-25.
[http://dx.doi.org/10.1108/00070700510611002]
[34]
Heenkenda HM. Consumer knowledge and perception of organic foods. Intern J Innovat Sci Res Technol 2023; 8(7): 2587-89.
[35]
Vermeir I, Verbeke W. Sustainable food consumption: Exploring the consumer “attitude–behavioral intention” gap. J Agric Environ Ethics 2006; 19(2): 169-94.
[http://dx.doi.org/10.1007/s10806-005-5485-3]
[36]
Davies A, Titterington AJ, Cochrane C. Who buys organic food? Br Food J 1995; 97(10): 17-23.
[http://dx.doi.org/10.1108/00070709510104303]
[37]
KOtler P, Armstrong G. Principle of marketing Englewood Cliff.
[38]
Honkanen P, Verplanken B, Olsen SO. Ethical values and motives driving organic food choice. J Consum Behav 2006; 5(5): 420-30.
[http://dx.doi.org/10.1002/cb.190]
[39]
Fotopoulos C, Krystallis A. Purchasing motives and profile of the Greek organic consumer: A countrywide survey. Br Food J 2002; 104(9): 730-65.
[http://dx.doi.org/10.1108/00070700210443110]
[40]
Henseler J, Ringle CM, Sinkovics RR. The use of partial least squares path modeling in international marketing. Advances in International Marketing. Emerald JAI Press 2009; pp. 277-319.
[http://dx.doi.org/10.1108/S1474-7979(2009)0000020014]
[41]
Saba A, Messina F. Attitudes towards organic foods and risk/benefit perception associated with pesticides. Food Qual Prefer 2003; 14(8): 637-45.
[http://dx.doi.org/10.1016/S0950-3293(02)00188-X]
[42]
Cohen J. Set correlation and contingency tables. Appl Psychol Meas 1988; 12(4): 425-34.
[http://dx.doi.org/10.1177/014662168801200410]
[43]
Henseler J, Dijkstra TK, Sarstedt M, et al. Common beliefs and reality about PLS: Comments on Rönkkö and Evermann (2013). Organ Res Methods 2014; 17(2): 182-209.
[http://dx.doi.org/10.1177/1094428114526928]
[44]
Krystallis A, Chryssohoidis G. Consumers’ willingness to pay for organic food. Br Food J 2005; 107(5): 320-43.
[http://dx.doi.org/10.1108/00070700510596901]
[45]
Dettmann RL, Dimitri C. Organic consumers: A demographic portrayal of organic vegetable consumption within the United States. RePEc 2007.
[46]
Paul J, Rana J. Consumer behavior and purchase intention for organic food. J Consum Mark 2012; 29(6): 412-22.
[http://dx.doi.org/10.1108/07363761211259223]
[47]
Joshi Y, Rahman Z. Factors affecting green purchase behaviour and future research directions. Inter Strategic Management Review 2015; 3(1-2): 128-43.
[http://dx.doi.org/10.1016/j.ism.2015.04.001]

Rights & Permissions Print Cite
Article Metrics
9
1
Wayfinder Image
Open Access Journals Promotions
© 2024 Bentham Science Publishers | Privacy Policy