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The influence of product and personal attributes on organic food marketing

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  • Prentice, Catherine
  • Chen, Jue
  • Wang, Xuequn

Abstract

The study adapts the theory of planned behaviour and proposes organic food-related attributes that constitute perceived behavioural control and individual attributes influence quality assessment and purchase intention. The study analyses these relationships separately for individuals who have purchased organic food and those who have not. Data were collected in two stages and conducted in both online and face-to-face formats. The findings show that surface food attributes in general have no significant influences on either quality assessment or purchase intention for both groups of consumers; whereas the attributes that are reflective of food safety and environment issues do. The latter explain additional variance in both quality assessment and purchase intention. Consumers’ purchase styles have significant moderation effects on product quality assessment and purchase intention in both groups. Implications are provided for researchers and practitioners to conclude the paper.

Suggested Citation

  • Prentice, Catherine & Chen, Jue & Wang, Xuequn, 2019. "The influence of product and personal attributes on organic food marketing," Journal of Retailing and Consumer Services, Elsevier, vol. 46(C), pages 70-78.
    • Handle: RePEc:eee:joreco:v:46:y:2019:i:c:p:70-78
    DOI: 10.1016/j.jretconser.2017.10.020
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    References listed on IDEAS

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    1. Kuhar, Ales & Juvancic, Luka, 2010. "Determinants of purchasing behaviour for organic and integrated fruits and vegetables in Slovenia," Agricultural Economics Review, Greek Association of Agricultural Economists, vol. 11(2), pages 1-14, August.
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    4. Gotschi, Elisabeth & Vogel, Stefan & Lindenthal, Thomas, 2007. "High school students' attitudes and behaviour towards organic products: survey results from Vienna," Discussion Papers DP-27-2007, University of Natural Resources and Life Sciences, Vienna, Department of Economics and Social Sciences, Institute for Sustainable Economic Development.
    5. Pamela R. D. Williams & James K. Hammitt, 2000. "A Comparison of Organic and Conventional Fresh Produce Buyers in the Boston Area," Risk Analysis, John Wiley & Sons, vol. 20(5), pages 735-746, October.
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