IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v16y2024i6p2338-d1355430.html
   My bibliography  Save this article

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
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/16/6/2338/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/16/6/2338/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Marjeta Marolt & Hans-Dieter Zimmermann & Andreja Pucihar, 2022. "Social Media Use and Business Performance in SMEs: The Mediating Roles of Relational Social Commerce Capability and Competitive Advantage," Sustainability, MDPI, vol. 14(22), pages 1-14, November.
    2. Radu Lucian Pânzaru & Daniela Firoiu & George H. Ionescu & Andi Ciobanu & Dragoș Mihai Medelete & Ramona Pîrvu, 2023. "Organic Agriculture in the Context of 2030 Agenda Implementation in European Union Countries," Sustainability, MDPI, vol. 15(13), pages 1-31, July.
    3. Li, Chia-Ying, 2019. "How social commerce constructs influence customers' social shopping intention? An empirical study of a social commerce website," Technological Forecasting and Social Change, Elsevier, vol. 144(C), pages 282-294.
    4. Mengyao Zhang & Hasliza Hassan & Melissa Wendy Migin, 2023. "Exploring the Consumers’ Purchase Intention on Online Community Group Buying Platform during Pandemic," Sustainability, MDPI, vol. 15(3), pages 1-13, January.
    5. Razaz Waheeb Attar & Ahlam Almusharraf & Areej Alfawaz & Nick Hajli, 2022. "New Trends in E-Commerce Research: Linking Social Commerce and Sharing Commerce: A Systematic Literature Review," Sustainability, MDPI, vol. 14(23), pages 1-38, November.
    6. Iulia Sorina Dan & Ionel Mugurel Jitea, 2023. "Barriers and Levers in the Development of the Value Chain of Organic Vegetables in Romania," Sustainability, MDPI, vol. 15(16), pages 1-17, August.
    7. Lingming Chen & Md. Salamun Rashidin & Fei Song & Yi Wang & Sara Javed & Jian Wang, 2021. "Determinants of Consumer’s Purchase Intention on Fresh E-Commerce Platform: Perspective of UTAUT Model," SAGE Open, , vol. 11(2), pages 21582440211, June.
    8. Birsen Yilmaz, 2023. "Factors Influencing Consumers’ Behaviour towards Purchasing Organic Foods: A Theoretical Model," Sustainability, MDPI, vol. 15(20), pages 1-17, October.
    9. Isaac Kofi Mensah & Guohua Zeng & Chuanyong Luo, 2023. "Determinants of Social Commerce Purchase and Recommendation Intentions Within the Context of Swift Guanxi Among Chinese College Students," SAGE Open, , vol. 13(2), pages 21582440231, June.
    10. Lie Ao & Rohit Bansal & Nishita Pruthi & Muhammad Bilawal Khaskheli, 2023. "Impact of Social Media Influencers on Customer Engagement and Purchase Intention: A Meta-Analysis," Sustainability, MDPI, vol. 15(3), pages 1-15, February.
    11. Masoud Yazdanpanah & Maryam Tajeri Moghadam & Farhad Javan & Mojtaba Deghanpour & Stefan Sieber & Peyman Falsafi, 2022. "How rationality, morality, and fear shape willingness to carry out organic crop cultivation: a case study of farmers in southwestern Iran," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 24(2), pages 2145-2163, February.
    12. Ammar Ak. Ali & Alaa M. Al-Abbadi & Fadhil K. Jabbar & Hassan Alzahrani & Samie Hamad, 2023. "Predicting Soil Erosion Rate at Transboundary Sub-Watersheds in Ali Al-Gharbi, Southern Iraq, Using RUSLE-Based GIS Model," Sustainability, MDPI, vol. 15(3), pages 1-14, January.
    13. Shamim, Komal & Azam, Muhammad & Islam, Tahir, 2024. "How do social media influencers induce the urge to buy impulsively? Social commerce context," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    14. Zaryab Sheikh & Abdul Ghaffar & Tahir Islam & Altaf Ahmed Sheikh, 2023. "Consumers’ acceptance of social commerce during COVID-19 lockdown," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 33(2), pages 210-230, April.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Marjeta Marolt & Hans-Dieter Zimmermann & Andreja Pucihar, 2022. "Social Media Use and Business Performance in SMEs: The Mediating Roles of Relational Social Commerce Capability and Competitive Advantage," Sustainability, MDPI, vol. 14(22), pages 1-14, November.
    2. Yeo, Sook Fern & Tan, Cheng Ling & Kumar, Ajay & Tan, Kim Hua & Wong, Jee Kit, 2022. "Investigating the impact of AI-powered technologies on Instagrammers’ purchase decisions in digitalization era–A study of the fashion and apparel industry," Technological Forecasting and Social Change, Elsevier, vol. 177(C).
    3. Jian Wang & Fakhar Shahzad & Zeeshan Ahmad & Muhammad Abdullah & Nadir Munir Hassan, 2022. "Trust and Consumers’ Purchase Intention in a Social Commerce Platform: A Meta-Analytic Approach," SAGE Open, , vol. 12(2), pages 21582440221, April.
    4. Stefan Krajewski & Jan Žukovskis & Dariusz Gozdowski & Marek Cieśliński & Elżbieta Wójcik-Gront, 2024. "Evaluating the Path to the European Commission’s Organic Agriculture Goal: A Multivariate Analysis of Changes in EU Countries (2004–2021) and Socio-Economic Relationships," Agriculture, MDPI, vol. 14(3), pages 1-18, March.
    5. Gandhi, Mohina & Kar, Arpan Kumar, 2022. "How do Fortune firms build a social presence on social media platforms? Insights from multi-modal analytics," Technological Forecasting and Social Change, Elsevier, vol. 182(C).
    6. Vazquez, Erik Ernesto & Patel, Chirag & Alvidrez, Salvador & Siliceo, Lorena, 2023. "Images, reviews, and purchase intention on social commerce: The role of mental imagery vividness, cognitive and affective social presence," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    7. Prateep Puengwattanapong & Adisorn Leelasantitham, 2022. "A Holistic Perspective Model of Plenary Online Consumer Behaviors for Sustainable Guidelines of the Electronic Business Platforms," Sustainability, MDPI, vol. 14(10), pages 1-38, May.
    8. Fredrick Kariithi Githui & Jane Wangari Njuru, 2024. "Impact of E-Commerce as a Business Tactic on Sales Growth of SMEs in Nairobi," International Journal of Science and Business, IJSAB International, vol. 34(1), pages 108-116.
    9. Fahad Ali Algamash & Munir Shehu Mashi & Mohammad Nurul Alam, 2022. "Understanding the Antecedents of Use of E-Commerce and Consumers’ E-Loyalty in Saudi Arabia Amid the COVID-19 Pandemic," Sustainability, MDPI, vol. 14(22), pages 1-19, November.
    10. Yonghee Kim & Sungjin Yoo, 2024. "Global Financial Investment Connectedness, ICT, and Intellectual Property Strategies: A Country-Level Empirical Analysis," Sustainability, MDPI, vol. 16(8), pages 1-10, April.
    11. Sarah Salem Ghazwani & Saeed Alzahrani, 2023. "The Use of Social Media Platforms for Competitive Information and Knowledge Sharing and Its Effect on SMEs’ Profitability and Growth through Innovation," Sustainability, MDPI, vol. 16(1), pages 1-23, December.
    12. Iwona Kowalczuk & Dagmara Stangierska & Jerzy Gębski & Agnieszka Tul-Krzyszczuk & Edyta Zmudczyńska, 2021. "Digital Consumers in the Foodservices Market," Sustainability, MDPI, vol. 13(13), pages 1-18, July.
    13. Julia Koch & Britta Frommeyer & Gerhard Schewe, 2020. "Online Shopping Motives during the COVID-19 Pandemic—Lessons from the Crisis," Sustainability, MDPI, vol. 12(24), pages 1-20, December.
    14. Kinga Nagyné Pércsi & Apolka Ujj & Wifek Essoussi & Gyöngyi Györéné Kis & Paulina Jancsovszka, 2024. "Food Consumption Habits of Hungarian Organic Food Consumers and Their Policy Implications," Agriculture, MDPI, vol. 14(1), pages 1-18, January.
    15. Battisti, Sandro & Agarwal, Nivedita & Brem, Alexander, 2022. "Creating new tech entrepreneurs with digital platforms: Meta-organizations for shared value in data-driven retail ecosystems," Technological Forecasting and Social Change, Elsevier, vol. 175(C).
    16. Mou, Jian & Benyoucef, Morad, 2021. "Consumer behavior in social commerce: Results from a meta-analysis," Technological Forecasting and Social Change, Elsevier, vol. 167(C).
    17. Vaggelis Saprikis & Giorgos Avlogiaris, 2023. "Modeling users’ acceptance of mobile social commerce: the case of ‘Instagram checkout’," Electronic Commerce Research, Springer, vol. 23(1), pages 511-540, March.
    18. Florentina Madalina Perevoznic & Voicu D. Dragomir, 2024. "Achieving the 2030 Agenda: Mapping the Landscape of Corporate Sustainability Goals and Policies in the European Union," Sustainability, MDPI, vol. 16(7), pages 1-54, April.
    19. Quoc Hoang Thai & Khuong Ngoc Mai, 2023. "Does Entrepreneurial Financial Support Guarantee New Ventures’ Performance via Competitive Advantage and Innovation? Empirical Answers from Ho Chi Minh City Region, Vietnam," Sustainability, MDPI, vol. 15(21), pages 1-29, November.
    20. Qin Lv, 2020. "Under the impact of the new coronavirus epidemic, 2020 will become the most popular year for live streaming influence. This year, various industries, platforms and brands began to sell their products ," Malaysian E Commerce Journal (MECJ), Zibeline International Publishing, vol. 4(2), pages 39-41, May.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:16:y:2024:i:6:p:2338-:d:1355430. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.