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Consumers buying behaviour towards agri-food products: A mixed-method approach

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  • Siddiqui, Mujahid
  • Chakraborty, Debarun
  • Siddiqui, Aaliyah

Abstract

This study aims to identify the factors that can influence consumer purchasing behaviour in the context of agri-food. Based on the Stimulus-Organism-Behaviour-Consequence theory, this study proposed a model to explain purchasing behaviour that included environmental factors as well as a set of cognitive processes. This study adopted a mixed method approach and in the first stage, a qualitative analysis was conducted to extract the constructs for the study. In the second stage, the quantitative analysis was performed by means of CB-SEM using 891 responses collected through a survey. This resulted in identifying the factors that influence agri-food purchasing behaviour. According to the findings, health consciousness and food safety concerns in the form of a stimulus have a positive relationship with agri-food image, agri-food label, and agri-food benefits acting as the organism. Similarly, the three organisms have a positive relationship with trust. Ethnocentrism is also found to have positive and significant association with trust. The combination of trust and ethnocentrism has consequences, in the form of agri-food purchase behaviour. The study's findings have significant implications for marketers and marketing strategists.

Suggested Citation

  • Siddiqui, Mujahid & Chakraborty, Debarun & Siddiqui, Aaliyah, 2023. "Consumers buying behaviour towards agri-food products: A mixed-method approach," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    • Handle: RePEc:eee:joreco:v:73:y:2023:i:c:s0969698923000966
    DOI: 10.1016/j.jretconser.2023.103349
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