Prabandhan: Indian Journal of Management

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Which Determinants Impact Consumer Purchase Behavior Toward Online Purchasing of Organic Food Products?


Affiliations
1 Symbiosis Centre for Management Studies, Nagpur, Constituent of Symbiosis International (Deemed University), Pune, Gat. No.167, 168, 169, Village Mauje, Bhandewadi, Wathoda Layout, Nagpur - 440 008, Maharashtra, India
2 Poornima University, Jaipur, Plot No. IS-2027-2031, Ramchandrapura, P.O. Vidhani Vatika Road, Sitapura – 303 905, Rajasthan, India
3 Swami Vivekananda University, Telinipara, Barasat - Barrackpore Rd, Bara Kanthalia, West Bengal - 700 121, India
4 Department of Commerce, Agasti Arts, Commerce and Dadasaheb Rupwate Science College, Akole - 422 601, Maharashtra, India
     

   Subscribe/Renew Journal


Organic food products are in higher demand among Indian consumers, although little is known about consumers’ intentions to purchase organic foods online. The purposes of this paper are threefold. First, it attempted to identify and explore the influencing elements of organic food purchases online. Secondly, it assessed the relationship between customers’ buying intention and attitudes concerning organic food; thirdly, it determined how purchase intention or consumption was linked to improved customer health and mental satisfaction. For this study, regular buyers of organic food in India were surveyed using standard structured questionnaires. The data were analyzed using CFA and SEM. Though all five factors positively impacted attitudes toward organic food, perception and health consciousness were identified as the most critical constructs influencing customer attitudes. On the other hand, attitude toward organic food did facilitate consumer buying behavior, which was again highly related to improved health and mental satisfaction of customers. This study contributed to the existing literature by offering theoretical inferences and also offered practical implications. The study’s findings were critical for all organic food stakeholders, as choosing marketing tactics considering customers’ concerns was an essential aspect of identifying a niche for organic food products.

Keywords

Online Purchasing, Buying Intentions, Organic Food, Attitude toward Organic Food, Perception, Health Consciousness, Consumer Buying Behavior.

JELClassification : I1, M1

Paper Submission Date : June 20, 2022; Paper sent back for Revision : December 29, 2022 ; Paper Acceptance Date : January 6, 2023 ; Paper Published Online : January 15, 2023

User
Subscription Login to verify subscription
Notifications
Font Size

  • Aday, M. S., & Yener, U. (2014). Understanding the buying behaviour of young consumers regarding packaging attributes and labels. International Journal of Consumer Studies, 38(4), 385–393. https://doi.org/10.1111/IJCS.12105

  • Aitken, R., Watkins, L., Williams, J., & Kean, A. (2020). The positive role of labelling on consumers' perceived behavioural control and intention to purchase organic food. Journal of Cleaner Production, 255, 120334. https://doi.org/10.1016/J.JCLEPRO.2020.120334

  • Akram, U., Hui, P., Kaleem Khan, M., Tanveer, Y., Mehmood, K., & Ahmad, W. (2018). How website quality affects online impulse buying: Moderating effects of sales promotion and credit card use. Asia Pacific Journal of Marketing and Logistics, 30(1), 235–256. https://doi.org/10.1108/APJML-04-2017-0073

  • Aschemann-Witzel, J., & Zielke, S. (2017). Can't buy me green? A review of consumer perceptions of and behavior toward the price of organic food. The Journal of Consumer Affairs, 51(1), 211–251. https://doi.org/10.1111/JOCA.12092

  • Ayyub, S., Wang, X., Asif, M., & Ayyub, R. M. (2018). Antecedents of trust in organic foods: The mediating role of food related personality traits. Sustainability, 10(10), 3597. https://doi.org/10.3390/SU10103597

  • Baker, B. P., Green, T. A., & Loker, A. J. (2020). Biological control and integrated pest management in organic and conventional systems. Biological Control, 140, 104095. https://doi.org/10.1016/j.biocontrol.2019.104095

  • Balaji, V., & Injodey, J. I. (2017). Organic food products : A study on perceptions of Indian consumers. Indian Journal of Marketing, 47(1), 26–40. https://doi.org/10.17010/ijom/2017/v47/i1/108808

  • Basha, M. B., & Lal, D. (2019). Indian consumers' attitudes towards purchasing organically produced foods: An empirical study. Journal of Cleaner Production, 215, 99–111. https://doi.org/10.1016/J.JCLEPRO.2018.12.098

  • Bruschi, V., Shershneva, K., Dolgopolova, I., Canavari, M., & Teuber, R. (2015). Consumer perception of organic food in emerging markets: Evidence from Saint Petersburg, Russia. Agribusiness, 31(3), 414–432. https://doi.org/10.1002/AGR.21414

  • Busalim, A. H., Ghabban, F., & Hussin, A. R. (2021). Customer engagement behaviour on social commerce platforms: An empirical study. Technology in Society, 64, 101437. https://doi.org/10.1016/j.techsoc.2020.101437

  • Dangi, N., Gupta, S. K., & Narula, S. A. (2020). Consumer buying behaviour and purchase intention of organic food: A conceptual framework. Management of Environmental Quality, 31(6), 1515–1530. https://doi.org/10.1108/MEQ-01-2020-0014

  • Domle, V., Chib, S., Ambad, R., & Jha, R. K. (2021). Exploring the factors affecting organic food purchase as immunity booster during the pandemic. Journal of Pharmaceutical Research International, 33(58B), 154–159. https://doi.org/10.9734/jpri/2021/v33i58b34185

  • Eger, L., Komárková, L., Egerová, D., & Mi?ík, M. (2021). The effect of COVID-19 on consumer shopping behaviour: Generational cohort perspective. Journal of Retailing and Consumer Services, 61, 102542. https://doi.org/10.1016/j.jretconser.2021.102542

  • Fannani, S. I., Najib, M., & Sarma, M. (2020). The effect of social media toward organic food literacy and purchase intention with AISAS model. Jurnal Manajemen & Agribisnis, 17(3), 285–293. https://doi.org/10.17358/JMA.17.3.285

  • Fle?eriu, C., Cosma, S. A., & Boc?net, V. (2020). Values and planned behaviour of the Romanian organic food consumer. Sustainability, 12(5), 1722. https://doi.org/10.3390/SU12051722

  • Ghali-Zinoubi, Z., & Toukabri, M. (2019). The antecedents of the consumer purchase intention: Sensitivity to price and involvement in organic product: Moderating role of product regional identity. Trends in Food Science & Technology, 90, 175–179. https://doi.org/10.1016/j.tifs.2019.02.028

  • Ghosal, I., Prasad, B., & Behera, M. P. (2020). Delineating the exchange environment of handicraft industry from market space to marketplace: An inclusive map for RURBAN development. Paradigm, 24(2), 133–148. https://doi.org/10.1177/0971890720959533

  • He, Q., Duan, Y., Wang, R., & Fu, Z. (2019). Factors affecting consumers' purchase intention of eco-friendly food in China: The evidence from respondents in Beijing. International Journal of Consumer Studies, 43(5), 457–470. https://doi.org/10.1111/ijcs.12525

  • Joji Alex, N., & Menon, P. (2018). Influence of ambient perfumes on consumer spending behaviour : A study among apparel shoppers in an Indian setting. Indian Journal of Marketing, 48(1), 61–74. https://doi.org/10.17010/IJOM/2018/V48/I1/120736

  • Jose, H., & Koshy, M. P. (2018). Factors influencing young consumers of organic food products to lead a healthy lifestyle. Indian Journal of Marketing, 48(10), 7–19. https://doi.org/10.17010/ijom/2018/v48/i10/132323

  • Kapoor, D., & Chaudhary, M. (2017). Patanjali: Emergence of a new star on the Indian FMCG horizon. Indian Journal of Marketing, 47(1), 54–63. https://doi.org/10.17010/ijom/2017/v47/i1/108810

  • Koch, J., Frommeyer, B., & Schewe, G. (2020). Online shopping motives during the COVID-19 pandemic — Lessons from the crisis. Sustainability, 12(24), 10247. https://doi.org/10.3390/SU122410247

  • Kujur, F., & Singh, S. (2020). Visual communication and consumer-brand relationship on social networking sites - uses & gratifications theory perspective. Journal of Theoretical and Applied Electronic Commerce Research, 15(1), 30–47. https://doi.org/10.4067/S0718-18762020000100104

  • Kumar, P., & Kanchan. (2019). Purchasing criteria for apparels among Indian consumers. Indian Journal of Marketing, 49(1), 48–60. https://doi.org/10.17010/ijom/2019/v49/i1/140606

  • Laheri, V. K. (2020). Moderating effect of facilitators and barriers for purchase of green products in India. Indian Journal of Marketing, 50(3), 7–21. https://doi.org/10.17010/ijom/2020/v50/i3/151026

  • Laksmidewi, D., Susianto, H., & Afiff, A. Z. (2017). The effect of hero archetype in advertising on perceived product efficacy. Indian Journal of Marketing, 47(5), 21–36. https://doi.org/10.17010/ijom/2017/v47/i5/114234

  • Lee, H.-J., & Yun, Z.-S. (2015). Consumers' perceptions of organic food attributes and cognitive and affective attitudes as determinants of their purchase intentions toward organic food. Food Quality and Preference, 39, 259–267. https://doi.org/10.1016/j.foodqual.2014.06.002

  • Li, R., Lee, H.-Y., Lin, Y.-T., Liu, C.-W., & Tsai, P. F. (2019). Consumers' willingness to pay for organic foods in China: Bibliometric review for an emerging literature. International Journal of Environmental Research and Public Health, 16(10), 1713. https://doi.org/10.3390/ijerph16101713

  • Lockie, S., Lyons, K., Lawrence, G., & Mummery, K. (2002). Eating 'Green': Motivations behind organic food consumption in Australia. Sociologia Ruralis, 42(1), 23–40. https://doi.org/10.1111/1467-9523.00200

  • Mesías, F. J., Martín, A., & Hernández, A. (2021). Consumers' growing appetite for natural foods: Perceptions towards the use of natural preservatives in fresh fruit. Food Research International, 150(Part A), 110749. https://doi.org/10.1016/j.foodres.2021.110749

  • Mkhize, S., & Ellis, D. (2020). Creativity in marketing communication to overcome barriers to organic produce purchases: The case of a developing nation. Journal of Cleaner Production, 242, 118415. https://doi.org/10.1016/j.jclepro.2019.118415

  • Nagaraj, S. (2021). Role of consumer health consciousness, food safety & attitude on organic food purchase in emerging market: A serial mediation model. Journal of Retailing and Consumer Services, 59, 102423. https://doi.org/10.1016/j.jretconser.2020.102423

  • Ngan, N. T., & Khoi, B. H. (2022). Consumer's organic food buying intention in COVID-19 pandemic: Evidence from Vietnam. In, Y. Maleh, M. Alazab, N. Gherabi, L. Tawalbeh, & A. A. Abd El-Latif (eds.), Advances in Information, Communication and Cybersecurity. ICI2C 2021. Lecture Notes in Networks and Systems, (Vol. 357, pp. 345–353). Springer. https://doi.org/10.1007/978-3-030-91738-8_32

  • Nguyen, H. V., Nguyen, N., Nguyen, B. K., Lobo, A., & Vu, P. A. (2019). Organic food purchases in an emerging market: The influence of consumers' personal factors and green marketing practices of food stores. International Journal of Environmental Research and Public Health, 16(6), 1037. https://doi.org/10.3390/ijerph16061037

  • Nosi, C., Zollo, L., Rialti, R., & Ciappei, C. (2020). Sustainable consumption in organic food buying behavior: The case of Quinoa. British Food Journal, 122(3), 976–994. https://doi.org/10.1108/bfj-09-2019-0745

  • Pacho, F. (2020). What influences consumers to purchase organic food in developing countries? British Food Journal, 122(12), 3695–3709. https://doi.org/10.1108/bfj-01-2020-0075

  • Petrescu, D. C., Vermeir, I., & Petrescu-Mag, R. M. (2020). Consumer understanding of food quality, healthiness, and environmental impact: A cross-national perspective. International Journal of Environmental Research and Public Health, 17(1), 169. https://doi.org/10.3390/ijerph17010169

  • Prasad, B., & Ghosal, I. (2022). Forecasting buying intention through artificial neural network: An algorithmic solution on direct-to-consumer brands. FIIB Business Review, 11(4), 405–421. https://doi.org/10.1177/23197145211046126

  • Qasim, H., Yan, L., Guo, R., Saeed, A., & Ashraf, B. N. (2019). The defining role of environmental self-identity among consumption values and behavioral intention to consume organic food. International Journal of Environmental Research and Public Health, 16(7), 1106. https://doi.org/10.3390/ijerph16071106

  • Quadree, S. T., & Pahari, S. (2022). Evaluating the role of consumer perceptions in direct selling business in new normal era: A study on Southern Region in Kolkata with special reference to health supplement products. International Journal of Health Sciences, 6(S1), 8700–8712. https://doi.org/10.53730/ijhs.v6ns1.6961

  • Rodríguez-Bermúdez, R., Miranda, M., Orjales, I., Ginzo-Villamayor, M. J., Al-Soufi, W., & López-Alonso, M. (2020). Consumers' perception of and attitudes towards organic food in Galicia (Northern Spain). International Journal of Consumer Studies, 44(3), 206–219. https://doi.org/10.1111/ijcs.12557

  • Sabari Shankar, R. (2022). Emerging food tourism in India : Are foodscape destinations strategically branded? A perspective. Prabandhan: Indian Journal of Management, 15(11), 63–67. https://doi.org/10.17010/pijom/2022/v15i11/172523

  • Santillán-Urquiza, E., Ruiz-Espinosa, H., Angulo-Molina, A., Vélez Ruiz, J. F., & Méndez-Rojas, M. A. (2017). 8 - Applications of nanomaterials in functional fortified dairy products: Benefits and implications for human health. Nutrient Delivery, 293–328. https://doi.org/10.1016/b978-0-12-804304-2.00008-1

  • Sarker, S., & Pahari, S. (2021). The role of social media in digital marketing platform to draw shoppers' attention in Bangladesh: An empirical study. Parikalpana: KIIT Journal of Management, 17(1), 185–190. https://doi.org/10.23862/kiit-parikalpana/2021/v17/i1/209028

  • Sivathanu, B. (2017). Food marketing and its impact on adolescents' food choices. Indian Journal of Marketing, 47(8), 46–60. https://doi.org/10.17010/ijom/2017/v47/i8/117432

  • Tomar, V. S., Sharma, A., & Pandey, N. (2018). Perceived benefits of online shopping : Scale modification and validation. Indian Journal of Marketing, 48(12), 7–22. https://doi.org/10.17010/ijom/2018/v48/i12/139553

  • Tong, Q., Anders, S., Zhang, J., & Zhang, L. (2020). The roles of pollution concerns and environmental knowledge in making green food choices: Evidence from Chinese consumers. Food Research International, 130, 108881. https://doi.org/10.1016/j.foodres.2019.108881

  • Uzir, M. U., Al Halbusi, H., Thurasamy, R., Thiam Hock, R. L., Aljaberi, M. A., Hasan, N., & Hamid, M. (2021). The effects of service quality, perceived value and trust in home delivery service personnel on customer satisfaction: Evidence from a developing country. Journal of Retailing and Consumer Services, 63, 102721. https://doi.org/10.1016/j.jretconser.2021.102721

  • Wang, X., Pacho, F., Liu, J., & Kajungiro, R. (2019). Factors influencing organic food purchase intention in developing countries and the moderating role of knowledge. Sustainability, 11(1), 209. https://doi.org/10.3390/su11010209

  • Yu, X., Guo, L., Jiang, G., Song, Y., & Muminov, M. A. (2018). Advances of organic products over conventional productions with respect to nutritional quality and food security. Acta Ecologica Sinica, 38(1), 53–60. https://doi.org/10.1016/j.chnaes.2018.01.009

  • Yue, L., Liu, Y., & Wei, X. (2017). Influence of online product presentation on consumers' trust in organic food: A mediated moderation model. British Food Journal, 119(12), 2724–2739. https://doi.org/10.1108/bfj-09-2016-0421

  • Zhao, H., McLoughlin, L., Adzhiev, V., & Pasko, A. (2019). “Why do we not buy mass customized products?” - An investigation of consumer purchase intention of mass customized products. International Journal of Industrial Engineering and Management, 10(2), 181–190. https://doi.org/10.24867/ijiem-2019-2-238


Abstract Views: 230

PDF Views: 0




  • Which Determinants Impact Consumer Purchase Behavior Toward Online Purchasing of Organic Food Products?

Abstract Views: 230  |  PDF Views: 0

Authors

Subhajit Pahari
Symbiosis Centre for Management Studies, Nagpur, Constituent of Symbiosis International (Deemed University), Pune, Gat. No.167, 168, 169, Village Mauje, Bhandewadi, Wathoda Layout, Nagpur - 440 008, Maharashtra, India
Indrajit Ghosal
Poornima University, Jaipur, Plot No. IS-2027-2031, Ramchandrapura, P.O. Vidhani Vatika Road, Sitapura – 303 905, Rajasthan, India
Bikram Prasad
Swami Vivekananda University, Telinipara, Barasat - Barrackpore Rd, Bara Kanthalia, West Bengal - 700 121, India
Sayyad Mahejabin Dildar
Department of Commerce, Agasti Arts, Commerce and Dadasaheb Rupwate Science College, Akole - 422 601, Maharashtra, India

Abstract


Organic food products are in higher demand among Indian consumers, although little is known about consumers’ intentions to purchase organic foods online. The purposes of this paper are threefold. First, it attempted to identify and explore the influencing elements of organic food purchases online. Secondly, it assessed the relationship between customers’ buying intention and attitudes concerning organic food; thirdly, it determined how purchase intention or consumption was linked to improved customer health and mental satisfaction. For this study, regular buyers of organic food in India were surveyed using standard structured questionnaires. The data were analyzed using CFA and SEM. Though all five factors positively impacted attitudes toward organic food, perception and health consciousness were identified as the most critical constructs influencing customer attitudes. On the other hand, attitude toward organic food did facilitate consumer buying behavior, which was again highly related to improved health and mental satisfaction of customers. This study contributed to the existing literature by offering theoretical inferences and also offered practical implications. The study’s findings were critical for all organic food stakeholders, as choosing marketing tactics considering customers’ concerns was an essential aspect of identifying a niche for organic food products.

Keywords


Online Purchasing, Buying Intentions, Organic Food, Attitude toward Organic Food, Perception, Health Consciousness, Consumer Buying Behavior.

JELClassification : I1, M1

Paper Submission Date : June 20, 2022; Paper sent back for Revision : December 29, 2022 ; Paper Acceptance Date : January 6, 2023 ; Paper Published Online : January 15, 2023


References





DOI: https://doi.org/10.17010/pijom%2F2023%2Fv16i1%2F172667