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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
     

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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

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

Abstract Views: 243  |  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