Little is known about the role of producer-retailer trust congruence in the organic food supply chain, while blockchain technology is considered a ‘trust machine’ in this supply chain. This research ...adopts the lens of the trust transfer theory to explore how trust in organic food producers can congruently and incongruently interact with trust in organic food retailers to trigger consumers’ trust in organic food products, which, in turn, interact with trust in blockchain technology to reinforce consumers’ purchase decisions. Using a purposive sample of 5326 Vietnamese consumers, the research employs an advanced method-polynomial regression with response surface analysis test the hypothesized model. The findings reveal that both trust in organic food producers and trust in organic food retailers significantly affect trust in organic food products, with trust in organic food products being higher when trust in organic food producers and trust in organic food retailers are balanced at a high level. These trusts also pose serial indirect effects on consumers’ purchase decisions through trust in organic food producers and purchase intentions. Trust in blockchain technology was found to positively moderate the impact of trust in organic food producers on consumers’ organic food purchase intentions. Based on the findings, some practical implications for stakeholders are released.
This paper aims to investigate selected aspects of organic food consumption in Poland. We conducted a survey in a representative sample of 1000 consumers. Polish consumers are convinced that organic ...food is more expensive, healthier, more environmentally friendly, more tasty and more authentic than conventional food. They believe its arouses more trust, has a better quality, is subject to more strict controls, and is produced in a more traditional way. According to Polish consumers, the most important characteristics of organic food are healthiness and high quality. The perceived authenticity of organic food depends on its natural taste, product quality, labelling, in particular having a European quality sign, as well as the retailer type and a separate exposition place in the points of purchase (merchandising). The critical barrier to the development of the organic food market in Poland is the high price, followed by an insufficient consumer awareness, low availability of organic products, short expiry dates and low visibility in the shop. The principal motives of organic food selection in Poland include: healthiness, ecological character of the product, food safety considerations, superior taste, and quality assurance. We identified the motives for and barriers to organic food consumption in Poland.
Prior research underscores a need for applying theoretical frameworks to understand the factors influencing diverse populations’ organic food purchase intentions. The objectives of this study are ...threefold. First, we evaluate the applicability of the information–motivation–behavioral skills model for predicting organic food purchase intention in adults with chronic conditions. Second, we examine the indirect effects of organic food knowledge, attitudes toward organic food purchase, and subjective norms on purchase intention through self-efficacy. Third, we examine whether these indirect effects are moderated by gender and educational attainment. Data were collected from Indian adults with chronic conditions using a self-administered questionnaire. The results show significant indirect effects of organic food knowledge, attitude toward organic food purchase, and subjective norms on organic food purchase intention through self-efficacy. Moreover, the mediating effect of knowledge was moderated by gender and educational attainment, with the effect being stronger for females and among individuals with a lower level of education. Organic food marketers, social marketers, and public health agencies promoting organic food consumption to people with chronic conditions should aim to increase their confidence in comprehending organic food. This study contributes to the literature by assessing the applicability of the information–motivation–behavioral skills model in understanding behavioral intentions toward organic food.
•Investigates relationships between consumer organic food motivations, identity, behavior, and personal values.•Organic food identity is positively associated with health consciousness and negatively ...associated with social consciousness.•Personal values positively moderate the relationship between health consciousness and identity.•Organic food markets can be segmented based on consumers’ motivations, identities, and values.
This study develops a baseline model specifying expected relationships between consumer motivations (health, environmental, and social consciousness), organic food identity, and organic food behavior. Based on an online survey of 1176 Danish food consumers, we investigate whether these relationships are influenced by different levels of personal values (self-transcendence, openness to change, self-enhancement, and conservation). We find that health consciousness has a higher positive influence on organic food identity with higher levels of all four investigated personal values. When openness to change is low, health consciousness has a positive effect on intentional organic food behavior through organic food identity, whereas social consciousness has a negative effect on intentional organic food behavior through organic food identity. Our results provide guidance to those seeking to segment organic food markets based on consumers’ motivations and values.
•The S-O-R model is applied to explain a consumer buying behavior of organic food.•Key organic food attributes influence consumers’ utilitarian and hedonic attitudes.•Utilitarian and hedonic ...attitudes influence intentions to purchase organic food.
The current study investigates how consumers perceive organic food attributes, which in turn influence their utilitarian and hedonic attitudes and intentions to purchase organic food. Specifically, consumers’ perceptions of nutritional content, ecological welfare, and price attributes of organic food have strong effects on utilitarian attitudes as well as hedonic attitudes toward buying organic food, while perceptions of the sensory appeal attribute have a strong effect on hedonic attitudes. Interestingly, consumers’ perceptions of the natural content attribute of organic food are not a significant determinant of the two dimensions of attitude. Lastly, utilitarian and hedonic attitudes play an important and influential role in determining behavioral intentions to purchase organic food. This study raises questions about the lack of a theoretical framework in previous organic food studies. Therefore, a modified S–O–R model is applied to provide theoretical support for organic food research. In addition, this study employs a bi-dimensional approach to attitudes (i.e., utilitarian and hedonic attitudes), contributing to a better understanding of consumers’ expectations and perceptions in their behaviors regarding organic food.
In times of rising organic food popularity, both producers and retailers are faced with the question of how to appropriately price their products. In this paper, we discuss the drivers that influence ...consumer willingness to pay (WTP) for organic food based on a systematic review of the literature in this field over the past two decades (1999–2019). Based on the identified sources, we cluster these WTP drivers into three categories: consumer-related, product-related, and purchasing venue-related factors. Additionally, we review and discuss the methodologies employed in eliciting WTP for organic food. Finally, we attempt to outline potential areas for future research as well as managerial implications.
•Willingness to pay (WTP) for organic food is often driven by environmental concern, health awareness, quality, and locality.•There is conflicting evidence in the literature whether or not socio-demographics significantly influence organic food WTP.•There is a substantial variety in methods to elicit WTP for organic food, with auction-based methods gaining popularity.
Drawing on dynamic capabilities theory, this study offers a comprehensive framework for examining the relationships between organic food supply chain traceability, consumer wellbeing, and food safety ...trust based in organic food sector. The study also explores how consumer awareness of organic food influences the relationship between consumer wellbeing and food safety. We also look at a mediated moderation mechanism in the relationships stated earlier.
Using a survey as the primary data collecting method, a total of 221 usable responses were collected. To test the hypothesized relationships between all variables, SPSS PROCESS Macro 3.3 is utilized.
The findings show that the organic food traceability OFSC affect food safety trust and food safety and consumer wellbeing are positively associated, while consumer awareness of organic food acts as a moderator on the relationship between food safety trust and consumer wellbeing. Also consumer awareness conditionally influences the strength of the indirect relationship between OFST and consumer wellbeing via food safety, thereby indicates a mediated moderation mechanism among the study variables.
This study clarifies how consumer food safety trust and organic food traceability can enhance their wellbeing. It contributes to the theory of dynamic capabilities as well as organic traceable product marketing strategies.
In this article, we review and discuss the factors, which affect the change in the consumer behavior towards organic food. We extract findings from various studies conducted in different countries ...and analyze those factors and provide suggestions for future research. We find that health-conscious consumers show a growing preference for organic food over the conventionally grown food. This shift in the attitude of the modern consumers is greatly influenced by the rising incidence of lifestyle diseases, such as heart disorders and depression. The need to purchase organic food to improve the quality of life will have huge implications for the retail, distribution and marketing functions of business.
Consumer trust is a key prerequisite for establishing a market for credence goods, such as "green" products, especially when they are premium priced. This article reports research on exactly how, and ...how much, trust influences consumer decisions to buy new green products. It identifies consumer trust as a distinct volition factor influencing the likelihood that consumers will act on green intentions and strongly emphasizes the needs to manage consumer trust as a prerequisite for the development of a market for green products. Specifically, based on a mixture of qualitative and quantitative methods, it is found that lack of consumer trust is a barrier for the development of a market for organic food in Thailand. Two focus groups and ten in-depth interviews revealed low knowledge about and low trust in organic food, certification, control, and labeling. Further, a mall-intercept survey (N = 177) revealed that lack of (especially) system trust reduces consumer expectations about benefits of buying organic food, and it makes them less likely to buy organic food. Mistrust in the control system and in the authenticity of food sold as organic has a significant negative impact on self-reported buying behavior. Implications for policy and future research are discussed.
PurposeThe paper aims to investigate existing research in factors impacting organic food purchase with special reference to eco-labels and identify the relative influence of various ...determinants.Design/methodology/approachA conceptual framework is proposed of organic food buying behaviour after analysing a sample of 154,072 consumers reported in 91 research studies from 2001–2020. The factors are categorised into four categories on the basis of relatedness. In addition, the factors were analysed based on time, region and national economic status.FindingsThe impact of consumer psychographics, socio-demographic and product-related factor categories were found to be more pronounced compared to supply-related factor category. The results show that among individual factors like health concern, environment concern, knowledge and awareness, eco-labels and price followed by trust in organic food are the most important factors in organic food purchase. The findings suggest that eco-labels increase trust in organic food by reducing information asymmetry in consumers. However, there were differences in perception and factors importance between high-income economies and emerging economies.Originality/valueThe study is unique, as it analyses secondary research based on criteria of high-income economies and emerging economies. The conceptual framework can also be incorporated further into different cognitive models like the theory of planned behaviour.
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