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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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    8. Houjian Li & Andi Cao & Si Chen & Lili Guo, 2024. "How does risk perception of the COVID-19 pandemic affect the consumption behavior of green food?," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 26(1), pages 2307-2329, January.
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    10. Nie, Wenjing & Abler, David & Li, Taiping, 2021. "Grading attribute selection of China's grading system for agricultural products: What attributes benefit consumers more?," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 93(C).
    11. Mohammad Nurul Alam & Osarodion Ogiemwonyi & Ibrahim. E. Hago & Noor Azlinna Azizan & Fariza Hashim & Md Sazzad Hossain, 2023. "Understanding Consumer Environmental Ethics and the Willingness to Use Green Products," SAGE Open, , vol. 13(1), pages 21582440221, January.
    12. Daraboina, Rohini & Cooper, Orrin & Amini, Mehdi, 2024. "Segmentation of organic food consumers: A revelation of purchase factors in organic food markets," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    13. Boobalan, Kirubaharan & Nachimuthu, Geetha Sulur, 2020. "Organic consumerism: A comparison between India and the USA," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    14. Shahnaj Akter & Shahjahan Ali & Mária Fekete-Farkas & Csaba Fogarassy & Zoltán Lakner, 2023. "Why Organic Food? Factors Influence the Organic Food Purchase Intension in an Emerging Country (Study from Northern Part of Bangladesh)," Resources, MDPI, vol. 12(1), pages 1-19, January.
    15. Jianming Wang & Thuy Linh Pham & Van Thac Dang, 2020. "Environmental Consciousness and Organic Food Purchase Intention: A Moderated Mediation Model of Perceived Food Quality and Price Sensitivity," IJERPH, MDPI, vol. 17(3), pages 1-18, January.
    16. Leonidou, Leonidas C. & Eteokleous, Pantelitsa P. & Christofi, Anna-Maria & Korfiatis, Nikolaos, 2022. "Drivers, outcomes, and moderators of consumer intention to buy organic goods: Meta-analysis, implications, and future agenda," Journal of Business Research, Elsevier, vol. 151(C), pages 339-354.
    17. Yue Wu & Katalin Takács-György, 2022. "Comparison of Consuming Habits on Organic Food—Is It the Same? Hungary Versus China," Sustainability, MDPI, vol. 14(13), pages 1-19, June.
    18. Lan Yi & Jianping Tao & Zhongkun Zhu & Caifeng Tan & Le Qi, 2019. "Food Safety Incident, Public Health Concern, and Risk Spillover Heterogeneity: Avian Influenza Shocks as Natural Experiments in China’s Consumer Markets," IJERPH, MDPI, vol. 16(21), pages 1-30, October.
    19. Hafiza Sobia Tufail & Rana Muhammad Shahid Yaqub & Sidra Ramzan & Fahad Javed Baig, 2022. "To Buy Or Not To Buy? Consumers’ Purchase Intention Toward Suboptimal Food In Pakistan," Bulletin of Business and Economics (BBE), Research Foundation for Humanity (RFH), vol. 11(2), pages 93-103, June.
    20. Sadiq, Muhammad Ahsan & Rajeswari, Balasundaram & Ansari, Lubna & Danish Kirmani, Mohd, 2021. "The role of food eating values and exploratory behaviour traits in predicting intention to consume organic foods: An extended planned behaviour approach," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    21. Yu, Weiping & Han, Xiaoyun & Ding, Lei & He, Mingli, 2021. "Organic food corporate image and customer co-developing behavior: The mediating role of consumer trust and purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    22. Xu, Yang & Jeong, EunHa & Jang, SooCheong (Shawn) & Shao, Xiaolong, 2021. "Would you bring home ugly produce? Motivators and demotivators for ugly food consumption," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    23. Kirubaharan Boobalan & Nishad Nawaz & Harindranath R. M. & Vijayakumar Gajenderan, 2021. "Influence of Altruistic Motives on Organic Food Purchase: Theory of Planned Behavior," Sustainability, MDPI, vol. 13(11), pages 1-14, May.
    24. Dacinia Crina Petrescu & Iris Vermeir & Ruxandra Malina Petrescu-Mag, 2019. "Consumer Understanding of Food Quality, Healthiness, and Environmental Impact: A Cross-National Perspective," IJERPH, MDPI, vol. 17(1), pages 1-20, December.

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