Search results

1 – 4 of 4
To view the access options for this content please click here
Article
Publication date: 19 February 2021

Eluiza Alberto de Morais Watanabe, Solange Alfinito and Luisa Lourenço Barbirato

Organic food consumption is growing, increasing the need for studies investigating the importance of organic certification labels in emerging countries. The research aims…

Abstract

Purpose

Organic food consumption is growing, increasing the need for studies investigating the importance of organic certification labels in emerging countries. The research aims to identify the influence of certification labels and fresh organic produce categories (greenery, vegetable or fruit) on consumer trust and purchase intention.

Design/methodology/approach

An online experimental survey 3 × 3 was administered among 349 Brazilian consumers. Certification label and fresh organic produce category were designated as independent variables and manipulated to explore consumer trust and purchase intention. The authors performed a multivariate covariance analysis (MANCOVA) to analyze the data.

Findings

Results show that the certification label does not directly affect the dependent variables. It acts as a moderator and indirectly affects both consumer trust and purchase intention. Moreover, depending on the fresh organic produce category considered (greenery, vegetable or fruit), consumer trust changes. Sociodemographic characteristics, age and household income are also important. Finally, the greater the purchase frequency (the main predictor of the model), the greater the purchase intention and consumer trust.

Originality/value

The study contributes to deepen and expand studies involving organic food and to pave the way for future studies that aim to investigate the importance of certification labels of organic foods for consumers.

Details

British Food Journal, vol. 123 no. 6
Type: Research Article
ISSN: 0007-070X

Keywords

Content available
Article
Publication date: 12 June 2019

Isabelle Cristina Galindo Curvelo, Eluiza Alberto de Morais Watanabe and Solange Alfinito

The consumption of organic food increases worldwide, which raises the need for studies that try to understand the variables that affect the consumption of this kind of…

Abstract

Purpose

The consumption of organic food increases worldwide, which raises the need for studies that try to understand the variables that affect the consumption of this kind of food. The purpose of this paper is to analyze the influence of attributes, consumer trust and perceived value on purchase intention of organic food.

Design/methodology/approach

A descriptive quantitative research was conducted through a survey of 247 valid cases of organic food consumers. For the purposes of analysis, exploratory factorial and linear regression analyzes were chosen.

Findings

Exploratory factor analysis showed that all tested constructs were valid for the Brazilian context. Linear regression analyses showed that emotional value, consumer trust and the attribute “sensory appeal” affect the purchase intention of organic food. Emotional value had a stronger relationship and sensory appeal showed a negative relationship with purchase intention.

Practical implications

Research results can help managers increase the likelihood of buying organic foods through strategic marketing management focused on emotional value and sensory appeal factors.

Originality/value

The study offers value to the study of organic foods in view that this theme is not much explored in the Brazilian scenario even with the market in an increasing pattern, as well as the combination of perceived value, attributes, trust and purchase intention as variables in a single prediction model.

Details

Revista de Gestão, vol. 26 no. 3
Type: Research Article
ISSN: 2177-8736

Keywords

To view the access options for this content please click here
Article
Publication date: 2 March 2020

Eluiza Alberto de Morais Watanabe, Solange Alfinito, Isabelle Cristina Galindo Curvelo and Kavita Miadaira Hamza

The consumption of organic food grows worldwide, increasing the need of studies seeking to understand factors influencing its consumption. To extend the understanding of…

Abstract

Purpose

The consumption of organic food grows worldwide, increasing the need of studies seeking to understand factors influencing its consumption. To extend the understanding of organic food market, the present research seeks to explore the effect of perceived value on consumer trust and purchase intention in Brazil.

Design/methodology/approach

A survey with 274 Brazilian consumers of organic food was carried out. Perceived value was measured through four dimensions: functional, economic, social and emotional. The convergent and discriminant validities of latent variables were confirmed. The relationships among them were tested using structural equation modeling.

Findings

The results indicate that functional and emotional values positively affect consumer trust and that only emotional value motivates purchase intention. The trust had no direct influence on purchase intention. Thus, the perceived value is an important aspect in the prediction of trust and purchase intention among Brazilian consumers.

Originality/value

The identified results enlarge the understanding of Brazilian organic food market and consumer behavior and point out some opportunities for future research involving the subject.

Details

British Food Journal, vol. 122 no. 4
Type: Research Article
ISSN: 0007-070X

Keywords

Content available
Article
Publication date: 16 July 2019

Eluiza Alberto de Morais Watanabe, Claudio Vaz Torres and Solange Alfinito

The purpose of this paper is to evaluate the influence of culture in terms of individualism and collectivism (I-C), store image and customer satisfaction, on purchase…

Abstract

Purpose

The purpose of this paper is to evaluate the influence of culture in terms of individualism and collectivism (I-C), store image and customer satisfaction, on purchase intention at supermarkets.

Design/methodology/approach

In order to carry out the descriptive and quantitative research, the authors applied 443 questionnaires to consumers in two Brazilian supermarket chains. The authors used structured equation modeling for data analysis.

Findings

Customers’ satisfaction and the evaluation of store image positively affect purchase intention; however, I-C did not show any effect. The cultural dimension slightly influenced the assessment of store image by only 2 percent. Store image positively affects consumer satisfaction.

Research limitations/implications

This study used convenience sampling and omission of vertical and horizontal variations of I-C in data analyses. The authors suggested the use of probabilistic sampling and the inclusion of vertical and horizontal variations of I-C. The relationships investigated herein can still be analyzed in other contexts.

Practical implications

In order to increase satisfaction and purchase intention, it is necessary to prioritize aspects related to layout, service and products’ variety and quality. Still, managers should not worry about I-C, since it does not affect purchase intention.

Originality/value

The authors observed the relevance of the study after carrying out a literature review on the subject. There is a lack of studies that investigate the relationship between I-C, evaluation of store image, consumer satisfaction and purchase intention, either together or in the context of supermarkets.

Details

Revista de Gestão, vol. 26 no. 3
Type: Research Article
ISSN: 2177-8736

Keywords

1 – 4 of 4