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Expert briefing
Publication date: 20 November 2020

The organic production system is based on a set of cultivation and production practices that prioritise sustainability throughout the supply chain while guaranteeing fair…

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DOI: 10.1108/OXAN-DB257698

ISSN: 2633-304X

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Article
Publication date: 26 July 2021

Norazah Mohd Suki, Abdul Majeed and Norbayah Mohd Suki

This study aims to examine the impact of consumption values on consumers’ purchase of organic food and green environmental concerns. Additionally, the relationships…

Abstract

Purpose

This study aims to examine the impact of consumption values on consumers’ purchase of organic food and green environmental concerns. Additionally, the relationships between green environmental concerns and consumers’ purchase of organic food are investigated.

Design/methodology/approach

A self-administered questionnaire was distributed to 500 consumers with experience in purchasing organic food in Pakistan. The covariance-based structural equation modeling (CB-SEM) technique was used for the data analysis using the Analysis of Moments Structure software version 23. The CB-SEM technique allows for the simultaneous estimation of all relationships.

Findings

The CB-SEM technique reveals that of the 11 hypotheses tested, social value heavily influences consumers’ green environmental concerns. Moreover, consumers’ purchase of organic food is greatly impacted by conditional value. Consumers purchase organic food for their daily needs because they feel responsible for preserving and protecting the environment against global warming and its associated threats. This green purchasing behavior actually leads to better social approval, through its ability to impress others.

Practical implications

Organizations and business owners should address green environmental concerns by seriously applying organic methods in the process of production, processing, packaging and selling of organic food products. Such organic practices would enable organizations and business owners to produce organic food products that are free from chemicals.

Originality/value

The inclusion of consumption values strengthens the explanatory power of the proposed model in the context of Pakistani consumers’ purchase of organic food and green environmental concerns simultaneously. This study therefore adds new and substantial insights into the marketing theory.

Details

Social Responsibility Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1747-1117

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Article
Publication date: 27 July 2021

Mohammad Rokibul Kabir and Saima Islam

This research aims to assess the consumers' intention to purchase organic foods for balanced physical and mental growth. It examines the decision-making process in buying…

Abstract

Purpose

This research aims to assess the consumers' intention to purchase organic foods for balanced physical and mental growth. It examines the decision-making process in buying organic products built on the extended Theory of Planned Behaviour (TPB). This study designed a model to show how Bangladeshi consumers wish to purchase organic food.

Design/methodology/approach

Data were collected by means of a formal questionnaire from shoppers in different markets who buy organic and non-organic foods. Statistical analysis is done by applying partial least square-structural equation modelling (PLS-SEM).

Findings

Findings refer that among the four antecedents called social norms (SN), personal attitude (ATT), perceived behaviour control (PBC) and health consciousness (HC), three (ATT, PBC and HC) have a significant influence on the intention to consume organic food in Bangladesh. The only cognitive variable called social norm (SN) has no statistically significant impact though it positively relates to the behavioural intention to purchase organic food.

Research limitations/implications

The fitted model did not consider any moderating or mediating variable though there might be such effects regarding organic food purchase and consumption. The study includes a major portion of the respondents from less than Tk. 20,000 monthly income group, which is a price-sensitive group from Bangladesh perspective. Hence, this price sensitivity might have a slight influence on the results of the study.

Practical implications

This study includes four variables as the predictors to describe consumers' intention to purchase organic food products in Bangladesh. Among the predictors, health consciousness or awareness is found to be most powerful. Though consciousness is the key, the awareness of Bangladeshi citizen regarding organic food is lower than in other parts of the world. Hence, the research model directs the policymakers to increase awareness through different social campaigns.

Social implications

Under Vision 2040 of promoting sustainable development, the government of Bangladesh is trying to increase organic food consumption. Production and consumption of organic food will positively impact society since organic fertilizers are environmentally friendly and do not harm society. This research promotes a strategy formulation to ensure the consumption of organic foods for a positive social impact.

Originality/value

This study is a unique research to concentrate on the importance and factors influencing the consumption of organic foods in Bangladesh, a recently graduated developing country. Furthermore, it extended the Theory of Planned Behaviour (TPB) and proposed a new conceptual framework.

Details

British Food Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 3 August 2021

Chandra Sekhar, Swati Krishna, Ghadeer G. Kayal and Nripendra P. Rana

This study's main objective is to investigate the influence of brand credibility on the intention to purchase organic food. In addition, this research studies the…

Abstract

Purpose

This study's main objective is to investigate the influence of brand credibility on the intention to purchase organic food. In addition, this research studies the moderating role of customer ethnocentricity as well as the mediating role of customer value.

Design/methodology/approach

To explore correlations between brand credibility and purchase intentions, cross-sectional data were collected from 433 Indian consumers. The data were analysed by structural equation modelling.

Findings

The findings indicate that brand credibility is positively related to purchasing intention. The association between brand credibility and purchasing intentions is partially mediated by customer value. Customer ethnocentrism was also shown to have a negative moderation effect. Healthiness, high quality and sensory properties (i.e. natural taste) were found to be some of the most significant organic food characteristics, according to Indian consumers.

Research limitations/implications

The research is confined to India's geographical area, specifically the National Capital Regions.

Practical implications

To increase the purchase frequency of local or global branded organic food, businesses can include rational features in their marketing method such as the health benefits compared to the conventional product, a better emphasis on environmental safety and the social advantages of organic food.

Originality/value

This study develops an integrative model, including brand credibility (PBG & PBL), to predict organic food purchase intentions. This is an important contribution as, according to the results of the literature review, no previous studies have analysed these relationships.

Details

British Food Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 20 July 2021

Arnold Japutra, Murilo Vidal-Branco, Elena Higueras-Castillo and Sebastian Molinillo

The aim of this study is to analyze the drivers of health consciousness related to millennials’ organic food consumption and the impact of health consciousness on…

Abstract

Purpose

The aim of this study is to analyze the drivers of health consciousness related to millennials’ organic food consumption and the impact of health consciousness on millennials’ willingness to pay premium through a cross-cultural study.

Design/methodology/approach

A comparative analysis was conducted in two countries (Brazil vs Spain). Based on the stimuli-organism-response framework, the authors present a conceptual model to investigate the relationship between cognitive and affective stimuli (i.e. natural content, value for money, sensorial appeal, price fairness, trend, emotional appeal and food safety concern) and customers’ health consciousness with the mediating effect of food safety concern and their impact on the customers’ response (i.e. willingness to pay premium). A survey and a structural equation approach are applied.

Findings

The results show that cognitive and affective stimuli and food safety concern improve millennials’ health consciousness and, consequently, their willingness to pay a premium price for organic food. The results present a high validity correlation of constructs with significant differences between the two countries.

Originality/value

The originality of this study lies in the comparison of drivers of health consciousness and their impact on organic food consumption among millennials from two countries (developed vs developing). This work contributes to the study of organic food consumption with an analysis of the impact of seven drivers on health consciousness and its relationship with willingness to pay premium in a cross-comparison of Brazilian and Spanish millennials.

Details

British Food Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 22 June 2021

Alok Tewari, Smriti Srivastava, Divya Gangwar and Vimal Chandra Verma

The role of mindfulness in influencing green behaviors has been recognized in literature though it has not been explored sufficiently in the context of organic food. This…

Abstract

Purpose

The role of mindfulness in influencing green behaviors has been recognized in literature though it has not been explored sufficiently in the context of organic food. This study makes an attempt to explore the role of mindfulness in influencing young consumers' purchase intention (PI) toward organic food in India.

Design/methodology/approach

A total of 348 useable responses were collected through an intercept survey at organic food stores using a purposive sampling approach. Data analysis was carried out through structural equation modeling.

Findings

Mindfulness emerged as a significant predictor of behavioral intention. Further, the specific indirect effects of mindfulness through attitude, perceived behavioral control (PBC), drive for environmental responsibility (DER) and label reference willingness (LRW) were also significant.

Originality/value

This research is one of the initial efforts to link mindfulness with PI for organic food. The results could help the government and marketers tap onto the potential of mindfulness with regard to environment-friendly products and frame appropriate strategies for stimulating the demand for organic food in India

Details

British Food Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 9 July 2021

Faruk Anıl Konuk

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.

Abstract

Purpose

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.

Design/methodology/approach

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

Findings

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.

Originality/value

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.

Details

Baltic Journal of Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1746-5265

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Article
Publication date: 25 June 2021

Hung Gia Hoang

The purpose of this study is to investigate factors that affect smallholders' adoption of organic rice production in the Hai Lang district of Vietnam.

Abstract

Purpose

The purpose of this study is to investigate factors that affect smallholders' adoption of organic rice production in the Hai Lang district of Vietnam.

Design/methodology/approach

This study employed a cross-sectional survey research design. A sample size of 215 was drawn from a total of 455 smallholders. Descriptive and inferential statistics, including a binary logistic regression, were used to analyse the data.

Findings

The study concludes that younger female smallholders participating in credit/training programs and community-based organisations, who have a high level of education, a large household size and more experience in rice farming, and who grow mixed crops, have a greater tendency to adopt organic rice production.

Research limitations/implications

A combination of demographic, socio-economic and institutional characteristics of rice smallholders should be considered when promoting organic rice farming practices by smallholders and when choosing organic agricultural development strategies for smallholders in developing countries.

Originality/value

This research provides significant understanding of the determinants of organic rice adoption by smallholder farmers and highlights factors that need to be considered when designing policies to enhance the uptake of organic farming in developing countries.

Details

International Journal of Social Economics, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0306-8293

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Article
Publication date: 22 June 2021

Jeet Dogra and Venkata Rohan Sharma Karri

The process of understanding a tourist begins with an extensive evaluation of tourist’s perceptions about a destination. Though destination image has been widely discussed…

Abstract

Purpose

The process of understanding a tourist begins with an extensive evaluation of tourist’s perceptions about a destination. Though destination image has been widely discussed in tourism literature since the 1970s, little attention has been given to organic image despite its relative significance. First, this study aims to clear the existing ambiguity in the cognitive component of destination image by organizing and structuring the extant literature.

Design/methodology/approach

This exploratory study then seeks to identify the salient organic image attributes in tourists’ consideration for travel options through the application of repertory test. Respondents’ statements on 25 competing destinations in Madhya Pradesh, India were transcribed verbatim for analysis. A measure of frequencies and commonality among 12 construct themes was then carried out.

Findings

Along with history, heritage and culture, this study found tourists to have considered organic image attributes associated with destination stereotypes as important discriminators between competing leisure tourist destinations. Moreover, the elicitation of context-specific attributes along with a note in the pattern of tourist responses highlighted the merits of repertory test when presented with different category triads.

Originality/value

This study differs from other organic image studies as it evaluates the prominence of organic image in the context of leisure tourism. Being one of the few studies to have extensively discussed the organic image component, this study contributes to the progression of organic image literature.

Details

International Journal of Culture, Tourism and Hospitality Research, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1750-6182

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Article
Publication date: 1 June 2001

Peter Jones, Colin Clarke‐Hill, Peter Shears and David Hillier

During the past five years consumer demand for organic food has risen dramatically in the wake of a series of high profile scares about food safety. This paper provides a…

Abstract

During the past five years consumer demand for organic food has risen dramatically in the wake of a series of high profile scares about food safety. This paper provides a case study of the retailing of organic foods. The case study includes an outline of the characteristics and development of the organic food market, an examination of the different players within the retail market place and a discussion of pricing, supply and marketing issues.

Details

British Food Journal, vol. 103 no. 5
Type: Research Article
ISSN: 0007-070X

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