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Navigating barriers to organic food purchase intention: a mixed method longitudinal approach in emerging market

Debarun Chakraborty (Indian Institute of Management Nagpur, Nagpur, India) (Symbiosis International University, Pune, India)
Vardhan Choubey (Symbiosis Institute of Operations Management, Nashik, Constituent of Symbiosis International (Deemed University), Pune, India)
Prasad Joshi (Symbiosis Institute of Operations Management, Nashik, Constituent of Symbiosis International (Deemed University), Pune, India)
Ganesh Dash (Saudi Electronic University, Riyadh, Saudi Arabia)
Mark Anthony Camilleri (Department of Corporate Communication, Faculty of Media and Knowledge Sciences, University of Malta, Msida, Malta)
Justin Zhang (Department of Management, Coggin College of Business, University of North Florida, Jacksonville, Florida, USA)

British Food Journal

ISSN: 0007-070X

Article publication date: 12 September 2024

Issue publication date: 24 September 2024

293

Abstract

Purpose

This study investigates barriers to consumers’ organic food purchasing. It identifies the factors and the extent to which they influence their purchase behaviours and future purchase intentions (i.e. continuance purchase intentions).

Design/methodology/approach

It combines qualitative and quantitative methods across two phases. Longitudinal research was carried out in two phases. It involved a thematic analysis and a covariance-based structural equation modelling approach. During Phase-1 and Phase-2, responses were collected from 376 and 351 respondents, respectively.

Findings

Phase 1 found the value barrier was significantly affecting the consumers’ purchase intention, while Phase 2 identified the impacts from both image and value barriers on purchase intentions. Notably, purchase intention affected continuance intention in both phases, while ethnocentrism showed no influence.

Originality/value

Using the innovation resistance theory, this study sheds light on the factors that prevent purchase intention. It offers valuable insights for policymakers and for the marketers of organic foods. This contribution implies that value and usage barriers were affecting the consumers’ purchase intentions in the short as well as in the long term. In sum, it suggests that consumers were not purchasing organic food as they felt it was either overpriced, not available in the market or because they were sceptical about its organic labelling.

Keywords

Acknowledgements

Debarun Chakraborty’s current and primary affiliation is Indian Institute of Management Nagpur, Nagpur, India, he was previously affiliated with Symbiosis International University Pune, India.

Citation

Chakraborty, D., Choubey, V., Joshi, P., Dash, G., Camilleri, M.A. and Zhang, J. (2024), "Navigating barriers to organic food purchase intention: a mixed method longitudinal approach in emerging market", British Food Journal, Vol. 126 No. 10, pp. 3756-3778. https://doi.org/10.1108/BFJ-05-2024-0443

Publisher

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Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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