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Swipe to Sustain: Exploring Consumer Behaviors in Organic Food Purchasing via Instagram Social Commerce

Author

Listed:
  • Arman Poureisa

    (School of Business and Economics, Universiti Putra Malaysia, Serdang 43400, Malaysia)

  • Yuhanis Abdul Aziz

    (College of Business Administration, Universiti of Sharjah, Sharjah 27272, United Arab Emirates)

  • Siew-Imm Ng

    (School of Business and Economics, Universiti Putra Malaysia, Serdang 43400, Malaysia)

Abstract

Promoting organic foods production and consumption contributes to accomplishing the United Nations’ sustainable development goals. Social commerce provides a promising opportunity to develop the organic food industry. However, there is limited knowledge regarding customer behaviors in relation to purchasing organic foods via social commerce platforms. Therefore, this study expanded upon the unified theory of acceptance and use of technology (UTAUT-2) to develop a comprehensive model that explains how customers’ social commerce trust and behavioral intentions to purchase organic foods using Instagram social commerce affect their purchasing behaviors. The research model was analyzed by employing partial least squares structural equation modeling (PLS-SEM) for the data collected from a quantitative survey of 410 customers who used Instagram to purchase organic foods in Iran. The results revealed that Instagram social commerce-facilitated purchasing conditions, hedonic motivations, social influence, ratings and reviews, and influencers’ endorsements positively influenced customers’ purchase intentions. Moreover, Instagram’s recommendations and referrals, influencers’ endorsements, as well as social influence boost customers’ trust in the social commerce platform. Eventually, it was determined that influencers’ endorsements, social commerce trust, and purchase intention determine a customer’s organic foods purchasing behaviors. This research provides valuable insights for organic food marketers to optimize their social commerce strategies.

Suggested Citation

  • Arman Poureisa & Yuhanis Abdul Aziz & Siew-Imm Ng, 2024. "Swipe to Sustain: Exploring Consumer Behaviors in Organic Food Purchasing via Instagram Social Commerce," Sustainability, MDPI, vol. 16(6), pages 1-23, March.
    • Handle: RePEc:gam:jsusta:v:16:y:2024:i:6:p:2338-:d:1355430
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    References listed on IDEAS

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    1. Ya-Wen Chan & Che-Han Hsu & Shiuh-Sheng Hsu, 2025. "Revealing the Key Determinants of Green Purchase Intentions: Insights from an Extended UTAUT2 Model," World, MDPI, vol. 6(3), pages 1-17, July.
    2. Hesty Nurul Utami & Muhammad Okiba Jauhari Elfa & Sulistyodewi Nur Wiyono & Dwi Novanda Sari & Tomy Perdana, 2025. "Sustaining Consumer Excitement: The Role of Online Customer Experience and Engagement in Shaping Behavioural Intentions in Food Social Commerce," Sustainability, MDPI, vol. 17(17), pages 1-31, September.

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