Search results

This research aims to examine the influence of brand signals (transparency, innovativeness and reputation) on brand trust and price fairness toward organic food restaurant brand.

The empirical data were gathered with the survey instrument from respondents who had previously visited organic food restaurant. The formulated hypotheses were analyzed with structural equation modeling.

The collected data demonstrated the positive effect of brand signals on brand trust and price fairness. Trust in organic food restaurant brand was found to positively impact both price fairness and brand loyalty. Additionally, the results provided evidence of the positive linkage between price fairness and brand loyalty. Among brand signals, brand transparency exerted the greatest impact on brand trust and price fairness. The findings also indicated the significant indirect linkage of brand signals on restaurant brand loyalty through brand trust and price fairness.

Through the lens of signaling theory and equity theory, this study provides novel insights into how brand signals contribute to brand trust, price fairness and organic food restaurant brand loyalty. The managerial implications for implementing brand strategies for organic food restaurants were discussed.

The purpose of this paper is to examine the effects of health consciousness, environmental concern and customer innovativeness on pregnant women’s purchase intentions and willingness to pay (WTP) a premium for organic food.

In order to collect data, a field study was conducted using administrated questionnaires from a convenience sample of pregnant women in Istanbul, Turkey. A structural equations model was used to test the proposed hypotheses.

Results indicated positive effects of health consciousness, environmental concern and customer innovativeness on both purchase intentions and WTP a premium toward organic food. Specifically, it was found that health consciousness had the greatest influence on purchase intentions and WTP a premium.

Unlike previous studies, this research focused on pregnant women and aimed to understand the role of health consciousness, environmental concerned and customer innovativeness on purchase intentions and WTP a premium for organic food.

The main purpose of the study is to examine the moderating influence of motherhood on the linkage between feeling guilty and willingness to buy organic food.

The data were collected using a questionnaire from female consumers and analyzed with structural equation modeling.

The structural equation model results revealed that food safety concern and environmental concern influence feeling guilty about buying conventional food products. The empirical findings also supported the positive effect of feeling guilty on willingness to buy organic food. Additionally, for mother consumers, the impact of food safety concern and environmental concern on feeling guilty was greater than non-mother consumers. Similarly, moderator analyses revealed that the influence of feeling guilty on willingness to buy organic food is significantly higher for mothers.

Referring to the attitude-behavior-context (ABC) theory, the current research aimed at filling the knowledge void by examining how motherhood moderates the relationship between feeling guilty and willingness to buy organic food. Hence, understanding the moderation role of motherhood provides newer insights into consumer behavior and marketing literature. The results of the research can help both organic food producers and retailers to develop successful marketing strategies.

This study aims to examine the moderating role of private label product type (organic vs non-organic) on the relationships between trust transfer, price fairness, perceived value and brand loyalty.

The empirical data were gathered with the structured questionnaire from two groups of respondents who had previously purchased organic and conventional private label products. The direct, mediating and moderating effects were analysed with structural equation modelling.

The findings confirmed the trust transfer between the retail store and private label brand. The results revealed that both store trust and trust in private label brand positively influence price fairness and which, in turn, elicits higher perceived value. Perceived value was also found to influence private label brand loyalty. The multi-group analyses revealed that the magnitude of the trust transfer was accentuated by organic food private label. Furthermore, the relation between trust in private label brand, price fairness and perceived value was also greater in organic food private label.

This study utilized the trust transfer theory and equity theory as a theoretical foundation to provide novel insights into the moderating influence of private label product type on the relationships between the antecedents of private label brand loyalty. The results of the research can help retailers to develop successful private label brand marketing strategies.

The purpose of this paper is to examine the effects of price consciousness and sale proneness on purchase intentions regarding with expiration date-based priced perishable foods.

Data were collected from a convenience sample of consumers with structured questionnaires. Structural equation modeling was used in order to test the proposed hypotheses.

Results of a structural model reveal positive relationship between price consciousness and sale proneness. The findings also confirm the effect of price consciousness on purchase intentions toward expiration date-based priced perishable foods. On the other hand, the results have not support the positive effect of sale proneness on purchase intentions.

To the knowledge, this is the first study which has examined the relationships between price consciousness, sale proneness and purchase intentions in the context of expiration date-based pricing.