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Do We Know Organic Food Consumers? The Personal and Social Determinants of Organic Food Consumption

Yıl 2019, Cilt: 48 Sayı: 1, 1 - 35, 29.05.2019

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Do We Know Organic Food Consumers? The Personal and Social Determinants of Organic Food Consumption

Yıl 2019, Cilt: 48 Sayı: 1, 1 - 35, 29.05.2019

Öz

The main aim of this study is determining which consumption motives and personal and social factors affect organic food buying decisions. Ajzen’s Planned Behavior Theory (TPB) is used to explain consumers’ organic food selection behaviors. In addition, the moderating role of uncertainty about organic foods and the mediating role of the price of organic foods were tested. Data were gathered via a survey of consumers of organic foods in Turkey. The research model was tested by Structural Equation Modeling (SEM) via Smart PLS3. The findings showed that consumptions motives of healthiness, easiness, mood, and convenience-price of organic foods motivate consumers to buy organic foods. In addition, environmental concern and negative emotions influence on attitudes towards organic foods and purchase intentions. On the other hand, subjective norms and self-monitoring do not influence attitudes towards organic foods and subsequent purchase intentions. Uncertainty has a moderating effect on the relationship between attitudes and purchase intentions whereas price has no mediating effect on the relationship between attitudes and purchase intentions. 

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  • Sautron, V., Péneau, S., Camilleri, G. M., Muller, L., Ruffieux, B., Hercberg, S., & Méjean, C. (2015). Validity of a questionnaire measuring motives for choosing foods including sustainable concerns. Appetite, 87, 90–97.
  • Schleenbecker, R., & Hamm, U. (2013). Consumers' perception of organic product characteristics: A review. Appetite, 71, 420–429.
  • Schiffman, L.G., Kanuk, L.L., & Wisenblit, J. (2010). Consumer Behavior. Pearson Prentice Hall, London.
  • Shiu, E. M. K., Walsh, G., Hassan, L. M., & Shaw, D. (2011). Consumer uncertainty re- visited. Psychology and Marketing, 28(6), 584–607.
  • Smith, S., & Paladino, A. (2010). Eating clean and green? Investigating consumer motivations towards the purchase of organic food. Australasian Marketing Journal (AMJ), 18(2), 93–104.
  • Snyder, M. (1974). Self-monitoring of expressive behavior. Journal of Personality and Social Psychology, 30(4), 526–537.
  • Squires, L., Juric, B., & Bettina Cornwell, T. (2001). The level of market development and intensity of organic food consumption: a cross‐cultural study of Danish and New Zealand consumers. Journal of Consumer Marketing, 18(5), 392–409.
  • Stone, M. (1974). Cross-validatory choice and assessment of statistical predictions. Journal of the Royal Statistical Society, Series B (Methodological), 111–147
  • Steptoe, A., Pollard, T. M., & Wardle, J. (1995). The development of a measure of the motives underlying the selection of food: the food choice questionnaire. Appetite, 25, 267–284.
  • Suh, B. W., Eves, A., & Lumbers, M. (2012). Consumers' attitude and understanding of organic food: The case of South Korea. Journal of Foodservice Business Research, 15(1), 49–63.
  • Suh, B. W., Eves, A., & Lumbers, M. (2015). Developing a model of organic food choice behavior. Social Behavior and Personality: an international journal, 43(2), 217–230.
  • Tang, Y., Wang, X., & Lu, P. (2014). Chinese consumer attitude and purchase intent towards green products. Asia-Pacific Journal of Business Administration, 6(2), 84–96.
  • Tarkiainen, A., & Sundqvist, S. (2005). Subjective norms, attitudes, and intentions of Finnish consumers in buying organic food. British Food Journal, 107(11), 808–822.
  • Teng, C.-C., & Wang, Y.-M. (2015). Decisional factors are driving organic food consumption. British Food Journal, 117(3), 1066–1081.
  • Teng, C. C., & Lu, C. H. (2016). Organic food consumption in Taiwan: Motives, involvement, and purchase intention under the moderating role of uncertainty. Appetite, 105, 95–105.
  • Thieme, J., Royne, M. B., Jha, S., Levy, M., & Barnes McEntee, W. (2015). factors affecting the relationship between environmental concern and behaviors. Marketing Intelligence & Planning, 33(5), 675–690.
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  • Wang, S.T. (2014). Consumer characteristics and social influence factors on green purchasing intentions. Marketing Intelligence & Planning, 32(7), 738–753.
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  • White, C. J. (2010). The Impact of emotions on service quality, satisfaction, and positive word-of-mouth intentions over time. Journal of Marketing Management, 26(5/6), 381–394. Wier, M., & Calverley, C. (2002). The market potential for organic foods in Europe. British Food Journal, 104(1), 45–62.
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  • Winter, C. K., & Davis, S. F. (2006). Organic foods. Journal of Food Science, 71(9), 117–124.
  • Yadav, R. (2016). Altruistic or Egoistic: Which value promotes organic food consumption among young consumers? a study in the context of a developing nation. Journal of Retailing and Consumer Services, 33, 92–97.
  • Yadav, R., & Pathak, G. S. (2016). Intention to purchase organic food among young consumers: Evidences from a developing nation. Appetite, 96, 122–128.
  • Yiridoe, E. K., Bonti-Ankomah, S., & Martin, R. C. (2005). Comparison of consumer perceptions and preference toward organic versus conventionally produced foods: A re-view and update of the literature. Renewable Agriculture and Food Systems, 20(04), 193–205.
  • Żakowska‐Biemans, S., & Renko, S. (2011). Polish consumer food choices and beliefs about organic food. British Food Journal, 113(1), 122–137.
  • Zanoli, R., & Naspetti, S. (2002). Consumer motivations in the purchase of organic food. British Food Journal, 104(8), 643–653.
  • Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22.
Toplam 170 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular İşletme
Bölüm Articles
Yazarlar

Sevtap Ünal 0000-0002-3227-0756

F. Gorgun Deveci 0000-0001-8987-2478

Tuğba Yıldız Bu kişi benim 0000-0003-0260-0555

Yayımlanma Tarihi 29 Mayıs 2019
Gönderilme Tarihi 9 Temmuz 2018
Yayımlandığı Sayı Yıl 2019 Cilt: 48 Sayı: 1

Kaynak Göster

APA Ünal, S., Deveci, F. G., & Yıldız, T. (2019). Do We Know Organic Food Consumers? The Personal and Social Determinants of Organic Food Consumption. Istanbul Business Research, 48(1), 1-35.

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