IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v73y2023ics0969698923000966.html
   My bibliography  Save this article

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

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969698923000966
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretconser.2023.103349?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Enrique Bernal Jurado & Domingo Fernández Uclés & Adoración Mozas Moral & Miguel Jesús Medina Viruel, 2019. "Agri-food companies in the social media: a comparison of organic and non-organic firms," Economic Research-Ekonomska Istraživanja, Taylor & Francis Journals, vol. 32(1), pages 321-334, January.
    2. Hong, EunPyo & Park, JungKun & Jaroenwanit, Pensri & Siriyota, Kampanat & Sothonvit, Arpasri, 2023. "The effect of customer ethnocentrism and customer participation on global brand attitude: The perspective of Chinese customer," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    3. Alzaidi, Maram Saeed & Agag, Gomaa, 2022. "The role of trust and privacy concerns in using social media for e-retail services: The moderating role of COVID-19," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    4. Satoru Shimokawa & Dezhuang Hu & Dandan Li & Hong Cheng, 2021. "The urban–rural gap in the demand for food safety in China: The role of food label knowledge," Agricultural Economics, International Association of Agricultural Economists, vol. 52(2), pages 175-193, March.
    5. Nagaraj, Samala, 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, Elsevier, vol. 59(C).
    6. Luis José Camacho & Patricio Esteban Ramírez-Correa & Cristian Salazar-Concha, 2021. "Consumer Ethnocentrism and Country of Origin: Effects on Online Consumer Purchase Behavior in Times of a Pandemic," Sustainability, MDPI, vol. 14(1), pages 1-16, December.
    7. Jennifer Braun & Mary Beckie & Ken Caine, 2020. "“Trust us, we feed this to our kids”: women and public trust in the Canadian agri-food system," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 37(2), pages 495-507, June.
    8. Kumar, Sushant & Dhir, Amandeep & Talwar, Shalini & Chakraborty, Debarun & Kaur, Puneet, 2021. "What drives brand love for natural products? The moderating role of household size," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    9. Molinillo, Sebastian & Vidal-Branco, Murilo & Japutra, Arnold, 2020. "Understanding the drivers of organic foods purchasing of millennials: Evidence from Brazil and Spain," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    10. Dong, Xuemei & Jiang, Baichen & Zeng, Hui & Kassoh, Fallah Samuel, 2022. "Impact of trust and knowledge in the food chain on motivation-behavior gap in green consumption," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    11. Yin, Zhengqing & Li, Bo & Li, Shufei & Ding, Junqi & Zhang, Lingxian, 2022. "Key influencing factors of green vegetable consumption in Beijing, China," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    12. Sunhee Seo & Nara Yun & Og Yeon Kim, 2017. "Destination food image and intention to eat destination foods: a view from Korea," Current Issues in Tourism, Taylor & Francis Journals, vol. 20(2), pages 135-156, January.
    13. Konuk, Faruk Anıl, 2021. "The moderating impact of taste award on the interplay between perceived taste, perceived quality and brand trust," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    14. Ponta, Linda & Puliga, Gloria & Manzini, Raffaella & Cincotti, Silvano, 2022. "Sustainability-oriented innovation and co-patenting role in agri-food sector: Empirical analysis with patents," Technological Forecasting and Social Change, Elsevier, vol. 178(C).
    15. Giuseppina Migliore & Giuseppina Rizzo & Giorgio Schifani & Giuseppe Quatrosi & Luigi Vetri & Riccardo Testa, 2021. "Ethnocentrism Effects on Consumers’ Behavior during COVID-19 Pandemic," Economies, MDPI, vol. 9(4), pages 1-15, October.
    16. Christiaensen, Luc & Rutledge, Zachariah & Taylor, J. Edward, 2021. "Viewpoint: The future of work in agri-food," Food Policy, Elsevier, vol. 99(C).
    17. Tarka, Piotr & Kukar-Kinney, Monika & Harnish, Richard J., 2022. "Consumers’ personality and compulsive buying behavior: The role of hedonistic shopping experiences and gender in mediating-moderating relationships," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    18. Westaby, James D., 2005. "Behavioral reasoning theory: Identifying new linkages underlying intentions and behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 98(2), pages 97-120, November.
    19. Jasper Grashuis & Ye Su, 2022. "Inequality aversion and consumer ethnocentrism: Food consumer preferences for payoff distributions to farm producers," Agribusiness, John Wiley & Sons, Ltd., vol. 38(3), pages 608-619, July.
    20. Van Tonder, E. & Fullerton, S. & De Beer, L.T. & Saunders, S.G., 2023. "Social and personal factors influencing green customer citizenship behaviours: The role of subjective norm, internal values and attitudes," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    21. Coderre, François & Sirieix, Lucie & Valette-Florence, Pierre, 2022. "The facets of consumer-based food label equity: Measurement, structure and managerial relevance," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    22. Shah, Sayed Kifayat & Zhongjun, Tang & Sattar, Abdul & XinHao, Zhou, 2021. "Consumer's intention to purchase 5G: Do environmental awareness, environmental knowledge and health consciousness attitude matter?," Technology in Society, Elsevier, vol. 65(C).
    23. Wayne Nelles & Supawan Visetnoi & Carl Middleton & Thita Orn-in, 2022. "Higher education institutions, SDG2 and agri-food sustainability: lessons from Chulalongkorn University and Thailand," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 24(9), pages 10975-10996, September.
    24. Dominici, Andrea & Boncinelli, Fabio & Gerini, Francesca & Marone, Enrico, 2021. "Determinants of online food purchasing: The impact of socio-demographic and situational factors," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    25. Kumar Ramesh & Raiswa Saha & Susoban Goswami & Sekar & Richa Dahiya, 2019. "Consumer's response to CSR activities: Mediating role of brand image and brand attitude," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 26(2), pages 377-387, March.
    26. Macready, Anna L. & Hieke, Sophie & Klimczuk-Kochańska, Magdalena & Szumiał, Szymon & Vranken, Liesbet & Grunert, Klaus G., 2020. "Consumer trust in the food value chain and its impact on consumer confidence: A model for assessing consumer trust and evidence from a 5-country study in Europe," Food Policy, Elsevier, vol. 92(C).
    27. Donato, Carmela & Adıgüzel, Feray, 2022. "Visual complexity of eco-labels and product evaluations in online setting: Is simple always better?," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    28. Ricci, Elena Claire & Banterle, Alessandro & Stranieri, Stefanella, 2018. "Trust to Go Green: An Exploration of Consumer Intentions for Eco-friendly Convenience Food," Ecological Economics, Elsevier, vol. 148(C), pages 54-65.
    29. Isabelle Cristina Galindo Curvelo & Eluiza Alberto de Morais Watanabe & Solange Alfinito, 2019. "Purchase intention of organic food under the influence of attributes, consumer trust and perceived value," Revista de Gestão, Emerald Group Publishing Limited, vol. 26(3), pages 198-211, June.
    30. Tatiana Pethö & Robert Štefko & Ivana Ondrijová, 2021. "Differences in Consumer Behavior from the Viewpoint of Education and Gender," Eurasian Studies in Business and Economics, in: Mehmet Huseyin Bilgin & Hakan Danis & Ender Demir & Sofia Vale (ed.), Eurasian Business Perspectives, pages 237-247, Springer.
    31. Laukkanen, Tommi, 2016. "Consumer adoption versus rejection decisions in seemingly similar service innovations: The case of the Internet and mobile banking," Journal of Business Research, Elsevier, vol. 69(7), pages 2432-2439.
    32. Chakraborty, Debarun & Siddiqui, Aaliyah & Siddiqui, Mujahid & Mohmmad H Alatawi, Fatmah, 2022. "Exploring consumer purchase intentions and behavior of buying ayurveda products using SOBC framework," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    33. Hansen, Torben & Sørensen, Maria Ingerslev & Eriksen, Marie-Louise Riewerts, 2018. "How the interplay between consumer motivations and values influences organic food identity and behavior," Food Policy, Elsevier, vol. 74(C), pages 39-52.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Shehawy, Yasser Moustafa & Agag, Gomaa & Alamoudi, Hawazen O. & Alharthi, Majed D. & Brown, Abraham & Labben, Thouraya Gherissi & Abdelmoety, Ziad H., 2024. "Cross-national differences in consumers’ willingness to pay (WTP) more for green hotels," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    2. Mosadegh Sedghy, B. & Nematollahi, Mohammadreza & Tajbakhsh, Alireza, 2024. "Market dynamics between retail channels and short food supply chains: A case of organic fruits," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Chakraborty, Debarun & Singu, Hari Babu & Patre, Smruti, 2022. "Fitness Apps's purchase behaviour: Amalgamation of Stimulus-Organism-Behaviour-Consequence framework (S–O–B–C) and the innovation resistance theory (IRT)," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    2. Sreen, Naman & Dhir, Amandeep & Talwar, Shalini & Tan, Teck Ming & Alharbi, Fatimah, 2021. "Behavioral reasoning perspectives to brand love toward natural products: Moderating role of environmental concern and household size," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    3. Kumar, Sushant & Talwar, Shalini & Krishnan, Satish & Kaur, Puneet & Dhir, Amandeep, 2021. "Purchasing natural personal care products in the era of fake news? The moderation effect of brand trust," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    4. Wang, Ying & Zhao, Jincan & Pan, Jialing, 2024. "The investigation of green purchasing behavior in China: A conceptual model based on the theory of planned behavior and self-determination theory," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    5. Nketiah, Emmanuel & Song, Huaming & Cai, Xiang & Adjei, Mavis & Adu-Gyamfi, Gibbson & Obuobi, Bright, 2022. "Citizens’ intention to invest in municipal solid waste to energy projects in Ghana: The impact of direct and indirect effects," Energy, Elsevier, vol. 254(PC).
    6. Hazem Ali & Min Li & Yunhong Hao, 2021. "Purchasing Behavior of Organic Food among Chinese University Students," Sustainability, MDPI, vol. 13(10), pages 1-17, May.
    7. Shehawy, Yasser Moustafa, 2023. "In green consumption, why consumers do not walk their talk: A cross cultural examination from Saudi Arabia and UK," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    8. Rusitha Wijekoon & Mohamad Fazli Sabri, 2021. "Determinants That Influence Green Product Purchase Intention and Behavior: A Literature Review and Guiding Framework," Sustainability, MDPI, vol. 13(11), pages 1-40, May.
    9. Tandon, Anushree & Dhir, Amandeep & Kaur, Puneet & Kushwah, Shiksha & Salo, Jari, 2020. "Why do people buy organic food? The moderating role of environmental concerns and trust," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    10. Teresa Madureira & Fernando Nunes & José Veiga & Pablo Saralegui-Diez, 2021. "Choices in Sustainable Food Consumption: How Spanish Low Intake Organic Consumers Behave," Agriculture, MDPI, vol. 11(11), pages 1-18, November.
    11. Taneja, Shilpa & Ali, Liaqat, 2021. "Determinants of customers’ intentions towards environmentally sustainable banking: Testing the structural model," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    12. K.J.M. Surantha Sanjaya, 2024. "Review Study About Marketing Strategies Implemented During Covid -19 Pandemic in Both Global and Sri Lankan Context," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(4), pages 2922-2933, April.
    13. Ye Sang & Heeseung Yu & Eunkyoung Han, 2022. "Understanding the Barriers to Consumer Purchasing of Zero-Waste Products," Sustainability, MDPI, vol. 14(24), pages 1-20, December.
    14. Meiwen Guo & Liang Wu & Cheng Ling Tan & Jun-Hwa Cheah & Yuhanis Abdul Aziz & Jianping Peng & Chun-Hung Chiu & Rongwei Ren, 2023. "The impact of perceived risk of online takeout packaging and the moderating role of educational level," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-18, December.
    15. Talwar, Shalini & Kaur, Puneet & Yadav, Rambalak & Bilgihan, Anil & Dhir, Amandeep, 2021. "What drives diners' eco-friendly behaviour? The moderating role of planning routine," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    16. Daraboina, Rohini & Cooper, Orrin & Amini, Mehdi, 2024. "Segmentation of organic food consumers: A revelation of purchase factors in organic food markets," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    17. Sadiq, Muhammad Ahsan & Rajeswari, Balasundaram & Ansari, Lubna & Danish Kirmani, Mohd, 2021. "The role of food eating values and exploratory behaviour traits in predicting intention to consume organic foods: An extended planned behaviour approach," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    18. Verma, Anuj & Chakraborty, Debarun & Verma, Meenakshi, 2023. "Barriers of food delivery applications: A perspective from innovation resistance theory using mixed method," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    19. Sigurdsson, Valdimar & Larsen, Nils Magne & Folwarczny, Michał & Sigurdardottir, Freyja Thoroddsen & Menon, R.G. Vishnu & Fagerstrøm, Asle, 2024. "Big business returns on B Corp? Growing with green & lean as any label is a good label," Journal of Business Research, Elsevier, vol. 170(C).
    20. Ahsan Siraj & Shilpa Taneja & Yongming Zhu & Hongbing Jiang & Sunil Luthra & Anil Kumar, 2022. "Hey, did you see that label? It's sustainable!: Understanding the role of sustainable labelling in shaping sustainable purchase behaviour for sustainable development," Business Strategy and the Environment, Wiley Blackwell, vol. 31(7), pages 2820-2838, November.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joreco:v:73:y:2023:i:c:s0969698923000966. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.