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Purchasing organic food with social commerce: An integrated food-technology consumption values perspective

Author

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  • Lin, Jiabao
  • Guo, Jinyuan
  • Turel, Ofir
  • Liu, Shan

Abstract

Organic products may have several health benefits for consumers. Nevertheless, even in the age of social commerce, and the communication affordances of social networking sites, consumers are not always informed regarding such benefits. As such, we examine how the characteristics of social commerce and organic foods can work in tandem to influence organic products purchase intentions. We develop a model based on the theory of consumption values and test it empirically. The results show that interactivity, recommendations, and feedback are important social commerce characteristics (affordances), while food safety and eco-friendliness are key organic food characteristics. Such social commerce and organic food characteristics interact and serve as inputs for functional value and emotional value assessments, which in turn, drive purchase intentions of organic foods via social commerce. The findings also show that functional value is more instrumental in this process; and that there is also a significant difference between males and females in the formation of purchase intention. Implications for theory and practice are discussed.

Suggested Citation

  • Lin, Jiabao & Guo, Jinyuan & Turel, Ofir & Liu, Shan, 2020. "Purchasing organic food with social commerce: An integrated food-technology consumption values perspective," International Journal of Information Management, Elsevier, vol. 51(C).
    • Handle: RePEc:eee:ininma:v:51:y:2020:i:c:s0268401219304979
    DOI: 10.1016/j.ijinfomgt.2019.11.001
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    Citations

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    Cited by:

    1. Tan, Teck Ming & Makkonen, Hannu & Kaur, Puneet & Salo, Jari, 2022. "How do ethical consumers utilize sharing economy platforms as part of their sustainable resale behavior? The role of consumers’ green consumption values," Technological Forecasting and Social Change, Elsevier, vol. 176(C).
    2. Al-Omoush, Khaled Saleh & Ancillo, Antonio de Lucas & Gavrila, Sorin Gavrila, 2022. "The role of cultural values in social commerce adoption in the Arab world: An empirical study," Technological Forecasting and Social Change, Elsevier, vol. 176(C).
    3. Liu, Hua & Ma, Ruili & He, Guangyao & Lamrabet, Abdesslam & Fu, Shaoling, 2023. "The impact of blockchain technology on the online purchase behavior of green agricultural products," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    4. Bhattacharyya, Jishnu & Balaji, M.S. & Jiang, Yangyang, 2023. "Causal complexity of sustainable consumption: Unveiling the equifinal causes of purchase intentions of plant-based meat alternatives," Journal of Business Research, Elsevier, vol. 156(C).
    5. Toiba, Hery & Noor, Arif Yustian Maulana & Rahman, Moh Shadiqur & Hartono, Rachman & Asmara, Rosihan & Retnoningsih, Dwi, 2023. "Consumers’ Preference and Future Consideration Toward Organic Instant Noodles: Evidence from Indonesia," AGRIS on-line Papers in Economics and Informatics, Czech University of Life Sciences Prague, Faculty of Economics and Management, vol. 15(1), January.

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