Search results

This study examines the relationship between the emphasis on organic food in Afyonkarahisar's cuisine and the growing demand for healthier and sustainable options. This study aimed to understand the factors influencing the intention to consume organic foods.

This study uses a quantitative research method. It uses scales adapted from previous research to assess the health and safety of organic food's functional, hedonic, and social values. Data were collected using the purposive sampling method, and a sample size of 410 individuals was analyzed using the PLS-SEM method. Measurement and structural models were evaluated to assess validity, reliability, and model fit.

The results indicate that implementing health and safety practices significantly and positively affects perceptions of organic food's functional, hedonic, altruistic, and social values. Additionally, consumers' attitudes toward organic food are greatly influenced by their perceptions of functional and social value, whereas hedonic and altruistic values do not have a significant positive effect.

The results of this study have a beneficial impact on food industry practitioners and policymakers. Emphasizing health and safety practices in producing and promoting organic foods can improve consumer perceptions and attitudes toward organic products. Understanding the importance of practical benefits and social issues can help companies respond effectively to consumer preferences and market organic foods.

This study contributes significantly to the existing literature by investigating the relationship between organic food emphasis and consumer perceptions in the unique context of Afyonkarahisar, a city renowned for its gastronomy. While focusing on Afyonkarahisar provides valuable insights into the specific values that influence consumers' attitudes toward organic food, it is essential to highlight that this research extends beyond the local context to offer broader implications and significance.

This article explores the heterogenous social mechanisms that drive responsible environmental behaviours by investigating differences in the mean effect of the psychosocial determinants of the intention to buy organic foods.

Using data for a representative sample of the Spanish population, we estimated the mean effect of the constructs represented in the responsible environmental behaviour (REB) theory that affect sustainable food consumption, and examined the social mechanisms that may explain heterogeneity in the mean effect of those constructs. Confirmatory factor analysis, linear regression, and latent class regression were used in the analysis.

We found that the effect of REB’s psychosocial constructs varied significantly, demonstrating social heterogeneity in the estimated average effect. We identified different social mechanisms that explain variations in organic food purchase intentions: environmental attitudes and social norms shape these intentions among socioeconomically privileged consumers, whereas personal norms shape these intentions among less socially advantaged consumers.

Our research contributes to the literature by highlighting the existence of differing social mechanisms explaining organic food purchase intentions. The uncovering of three social mechanisms explaining differences in the mean effect of factors driving those intentions provides valuable insights with regard to both further developing a holistic framework for responsible environmental behaviours and developing new public policies and marketing strategies aimed at improving sustainable food consumption.

The study employs two independent experimental studies to collect data. It focuses on the matching effect between advertising appeals and product types. The Elaboration Likelihood Model serves as the theoretical framework for understanding the cognitive processing involved in consumers' responses to these advertising appeals and product combinations.

This paper aims to investigate the impact of advertising appeals on consumers' intentions to purchase organic food. We explored the interaction between advertising appeals (egoistic vs altruistic) and product types (virtue vs vice) and purchase intention. The goal is to provide insights that can enhance the advertising effectiveness of organic food manufacturers and retailers.

The analysis reveals significant effects on consumers' purchase intentions based on the matching of advertising appeals with product types. Specifically, when egoistic appeals align with virtuous products, there is an improvement in consumers' purchase intentions. When altruistic appeals match vice products, a positive impact on purchase intention is observed. The results suggest that the matching of advertising appeals with product types enhances processing fluency, contributing to increased purchase intention.

This research contributes to the field by providing nuanced insights into the interplay between advertising appeals and product types within the context of organic food. The findings highlight the importance of considering the synergy between egoistic appeals and virtuous products, as well as altruistic appeals and vice products. This understanding can be strategically employed by organic food manufacturers and retailers to optimize their advertising strategies, thereby improving their overall effectiveness in influencing consumers' purchase intentions.

The purpose of this study is to analyse the impact of behavioural determinants, such as consumer attitude, subjective norm, behavioural control and sustainable buying behaviour, on organic food purchase behaviour in different EU countries.

A structured survey of more than 5000 individuals from Germany, Netherlands, Spain, Italy and Czech Republic was conducted to elicit consumer responses regarding behavioural determinants of organic food selection. Both a structural equation modelling approach and a multinomial logit model were employed to analyse the data.

Consumer attitudes, subjective norms and behavioural control were shown to significantly influence the frequency of organic food purchasing behaviour for the whole sample and to varying degrees across each of the countries. The effect of a sustainable buying behaviour was found to be more pronounced for Germany, Netherlands and Italy than for Czech Republic and Spain.

Analysis is based on self-reported data on frequency of organic food purchases, which might be subject to recall bias. Overestimation may arise as consumers tend to report increased purchasing due to the “desirable” qualities of organic food. We tried to ensure that the translations bore similar meanings cross country although some miscomprehension by survey respondents was a possibility.

To stimulate consumer demand for organic products, it is important to design policies and interventions that take into account the impact of both behavioural factors and demographic attributes on consumer decision-making across various locations. For example, market analysts and policymakers may find it useful to exploit the impact of consumer attitude towards the qualities of organics to induce sales of such food in their locations.

This paper combines unique survey data from five EU countries using a common model to explore and compare consumer behavioural preferences for multiple organic food products. In addition to a classic triad of behavioural factors believed to influence organic food purchases, sustainable buying behaviour as a determinant of organic purchasing behaviour was included in the analysis.

After completion of the case study, students will be able to understand organic farming challenges in India, analyze Two Brothers Organic Farms’ (TBOF) value chain for creating shared values, evaluate marketing mix and product development strategies, explore social media’s impact on marketing and explore and propose strategies for long-term sustainability in the organic farming industry.

The case study revolves around the entrepreneurial journey of Ajinkya and Satyajit Hange, two brothers who transitioned from successful banking careers to pursue their passion for organic farming. Establishing TBOF in Pune, India, the duo faced challenges in introducing organic produce to a market resistant to change. With a commitment to regenerative agriculture, they implemented innovative farming practices, including desi cow rearing, multicropping and indigenous seeds. The narrative unfolds the brothers’ strategic roles, where Ajinkya manages crop production, and Satyajit focuses on marketing. Emphasizing a trusted brand built on quality, they expanded their product portfolio (Figure 2), reaching 52 countries through direct marketing and word of mouth. As the organic food industry surged postpandemic, TBPF faced challenges in meeting rising demand. The case study discusses the organic farming sector in India, underscoring the brothers’ efforts to combat harmful agro-inputs. The dilemmas lie in navigating the niche organic market, supply–demand imbalances and the need for sustainable business processes. The case study aims to explore the strategic decisions and dilemmas encountered by TBOF, offering insights into the complexities of sustainable entrepreneurship in the Indian organic farming sector.

This case study should be used in marketing and management classes at the undergraduate level. Applicable concepts include artificial intelligence, social media, content and information.

Teaching notes are available for educators only.

CSS 11: Strategy.

The study aims to determine whether audited organizations experience differences between external audits and official controls.

A survey among 100 organic food producers was conducted to explore differences regarding the usability of external audits and official controls. The survey was conducted in 2020 using the computer-assisted telephone interview (CATI) method supplemented by the computer-assisted web interview (CAWI) method. Organizations processing organic farming products in Poland were chosen for the study.

Three primary benefits associated with external audits and official controls were identified, i.e. (1) enabling and initiating activities related to the improvement of the organization, (2) improving the financial performance of the organization and (3) enhancing credibility. For most organizations, the assessment of these features was at the same level for both external audits and official control. However, if these assessments differed, commercial audits were assessed at a higher level than official controls.

The study is limited to only one specific type of manufacturing organization and one European country.

The literature review shows some conceptual differences between audits and official controls, but the results of this study show that the business environment does not perceive these differences as significant. Thus, the value of the study is reflected in the conclusion that both external audits and official controls are considered useful and credible approaches to monitoring the quality within the organization, which allows us to state that external evaluation is generally seen as an opportunity to improve the performance of the organization.

The purpose of this paper is to examine the factors that influence Japanese consumer purchase intention toward products bearing animal welfare (AW) certification labels.

A conceptual model was developed with the constructs of informativeness, trust, consumer perception, health consciousness, moral norms and purchase intention and tested using a sample of 513 Japanese consumers. Data were collected using an online panel with the direct effects analyzed using regression while the mediation analysis was performed using Hayes PROCESS macro.

The findings have confirmed that informativeness, consumer perception and trust contribute to consumer purchase intention of products with AW certification labels. Moral norm has a significant indirect effect on the relationship between consumer perception and intention to purchase. However, health consciousness did not demonstrate any indirect effect on the relationship between consumer perception and intention to purchase.

This study contributes significantly to our understanding of Japanese consumers' perception toward AW certification labels, especially considering the limited discussion surrounding this topic in Japan. By highlighting the importance of informativeness, it sheds light on how enhancing consumer knowledge can potentially boost the demand for AW foods. Moreover, it challenges the conventional belief in the impact of health consciousness and consumer behavioral intention, thereby expanding the discourse on the role of health consciousness in consumer choices. Through this exploration, the study not only enhances consistency in discussing consumer behavior but also strengthens the coherence and argumentation of the research findings.

To generate the measurement instrument seven steps were implemented. A total of 819 questionnaires were collected in Yunnan Province, China, where it has long tradition of eating insects.

This study aims to explore the influences of the multidimensional benefits of consuming insect-based food on its consequences. Food neophilia and hedonic motivation are used as moderating variables.

Health, nutritional value, taste and cultural domains effectively explained consumers’ attitudes toward insect-based food, food consumption value, satisfaction, subjective well-being, loyalty to the restaurant and community attachment. Food neophilia and hedonic motivation partially moderated the relationships between the proposed constructs.

This study provides a conceptual model for exploring insect-based food consumption experiences and offers a useful guideline for developing and designing marketing strategies for stakeholders in the food and restaurant industry.

This is one of the few studies examining the benefits of consuming insect-based food from the perspective of consumers.

The purpose of this study is to examine how halal marketing affects intention and to assess the mediating effects of halal awareness and halal attitude on the relationship between halal marketing and intention towards halal cosmetics.

This study adopted a quantitative methodology and used a convenience sampling approach to acquire data from 266 respondents from different regions of Bangladesh. The survey was conducted from December 2022 to February 2023. The data were analysed and hypotheses were tested using partial least square structural equation modelling.

The findings suggested that all the formulated hypotheses were significant, indicating that halal marketing positively influenced intention towards halal cosmetics. Moreover, the relationship between halal marketing and consumers’ intentions to buy halal cosmetics was mediated by halal awareness and attitude.

The practical implications of this study are pertinent for Bangladeshi marketers of halal cosmetics. The results of this study will enable the manufacturers and marketers in the halal cosmetics industry to better target their respective customer base. The findings suggest that marketers of halal cosmetics should focus on creating awareness and fostering positive attitudes towards halal products among consumers.

This research has incorporated and tested the impact of halal awareness and halal attitudes as mediating constructs on intention towards halal cosmetics and found both constructs exert a statistically significant impact. Moreover, this paper investigated the halal marketing construct as a higher-order construct consisting of different components of marketing, while previous studies have been found to consider halal marketing as a first-order construct.

Due to ginger holds a special and indispensable place in Chinese cuisine, understanding consumers’ preferences for organic ginger is of significance, especially given the growing interest in organic food products and sustainable agriculture. This study thus examines Chinese consumers’ preference for fresh ginger and the sources of their preferences heterogeneity for organic ginger consumption.

The study is using choice experiment (CE) method and mixed logit (MXL) modeling with 1,312 valid samples. The participants are regular consumers who are 18 years old or above and had bought fresh ginger within the past 12 months.

The results show that consumers prefer organic product certification labeling ginger to conventional ginger, preferred to purchase ginger at wet markets to at supermarkets or online, and preferred either ginger with regional public brand or private brand to unbranded ginger. Results also indicate that age, education level, income, purchasing experience of organic and branded ginger, and cognition of ginger health benefits are the sources of heterogeneity in consumer preferences for organic ginger.

This study contributes to ginger growers, marketers and policy makers. This study tracks how consumers' preferences change under different attribute combinations, capture the complex preference structure of consumers, and help reveal the motivations behind consumers' preferences for organic ginger. These findings will be crucial for developing marketing strategies, promoting organic products, and meeting consumer needs.