IDEAS home Printed from https://ideas.repec.org/a/gam/jjrfmx/v13y2020i12p330-d465840.html
   My bibliography  Save this article

Consumer Behaviour towards Organic Products: The Moderating Role of Environmental Concern

Author

Listed:
  • Silvia Cachero-Martínez

    (Business Administration Department, University of Oviedo, 33006 Oviedo, Asturias, Spain)

Abstract

The pandemic caused by COVID-19 has changed the mindset of many consumers. They are increasingly aware of the risks of not caring for the planet. Before the pandemic, there was a perceived increase in collective environmental concern and sustainability, but COVID-19 has further accelerated this process and motivated more people to assume this responsibility. Thus, the health crisis could trigger the consumption of organic foods, which are foods produced through environmentally friendly agricultural methods and that have not been artificially altered. It is essential for retailers to know how these consumers of organic foods behave in order to try to modify their strategies. In this context, the objective of this research is to analyze the relationship between attitude, satisfaction, trust, purchase and word-of-mouth (WOM) intentions towards organic products. The results of a survey administered a survey to a sample of 195 consumers show that trust is influenced by satisfaction and attitude. In relation to the behavioural variables, satisfaction is the variable that has the greatest influence on purchase intentions and WOM intentions. In addition, a moderating effect of environmental concern is observed on the proposed relationships.

Suggested Citation

  • Silvia Cachero-Martínez, 2020. "Consumer Behaviour towards Organic Products: The Moderating Role of Environmental Concern," JRFM, MDPI, vol. 13(12), pages 1-13, December.
    • Handle: RePEc:gam:jjrfmx:v:13:y:2020:i:12:p:330-:d:465840
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/1911-8074/13/12/330/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/1911-8074/13/12/330/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Costanza Nosi & Tommaso Pucci & Cecilia Silvestri & Barbara Aquilani, 2017. "Does Value Co-Creation Really Matter? An Investigation of Italian Millennials Intention to Buy Electric Cars," Sustainability, MDPI, vol. 9(12), pages 1-21, November.
    2. Zanoli, Raffaele & Naspetti, Simona, 2002. "Consumer motivations in the purchase of organic food. A means-end approach," MPRA Paper 32712, University Library of Munich, Germany.
    3. Fernandes, Teresa & Calamote, Ana, 2016. "Unfairness in consumer services: Outcomes of differential treatment of new and existing clients," Journal of Retailing and Consumer Services, Elsevier, vol. 28(C), pages 36-44.
    4. Boobalan, Kirubaharan & Nachimuthu, Geetha Sulur, 2020. "Organic consumerism: A comparison between India and the USA," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    5. Yu-Shan Chen & Ching-Ying Lin & Chia-Sui Weng, 2015. "The Influence of Environmental Friendliness on Green Trust: The Mediation Effects of Green Satisfaction and Green Perceived Quality," Sustainability, MDPI, vol. 7(8), pages 1-18, July.
    6. Konuk, Faruk Anıl, 2019. "The influence of perceived food quality, price fairness, perceived value and satisfaction on customers’ revisit and word-of-mouth intentions towards organic food restaurants," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 103-110.
    7. Tarek Ben Hassen & Hamid El Bilali & Mohammad S. Allahyari, 2020. "Impact of COVID-19 on Food Behavior and Consumption in Qatar," Sustainability, MDPI, vol. 12(17), pages 1-18, August.
    8. Giuseppina Rizzo & Massimiliano Borrello & Giovanni Dara Guccione & Giorgio Schifani & Luigi Cembalo, 2020. "Organic Food Consumption: The Relevance of the Health Attribute," Sustainability, MDPI, vol. 12(2), pages 1-12, January.
    9. Voon, Thomas Jan P. & Ngui, Kwang Sing & Agrawal, Anand, 2011. "Determinants of Willingness to Purchase Organic Food: An Exploratory Study Using Structural Equation Modeling," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 14(2), pages 1-18, May.
    10. Fang Lyu & Jaewon Choi, 2020. "The Forecasting Sales Volume and Satisfaction of Organic Products through Text Mining on Web Customer Reviews," Sustainability, MDPI, vol. 12(11), pages 1-23, May.
    Full references (including those not matched with items on IDEAS)

    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. 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).
    2. 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.
    3. 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.
    4. Nathan Chubaka Mushagalusa & Eddy Balemba Kanyurhi & Deogratias Bugandwa Mungu Akonkwa & Patrick Murhula Cubaka, 2022. "Measuring price fairness and its impact on consumers’ trust and switching intentions in microfinance institutions," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 27(2), pages 111-135, June.
    5. Francesco Testa & Silvia Sarti & Marco Frey, 2019. "Are green consumers really green? Exploring the factors behind the actual consumption of organic food products," Business Strategy and the Environment, Wiley Blackwell, vol. 28(2), pages 327-338, February.
    6. Chandra Pant, Satish & Saxena, Raka & Gupta, N.K. & Yadav, Hema & Kumar AD, Sathyendra & Kumar Pant, Devesh, 2024. "The organic odyssey: Navigating the influence of attitude on purchase intent, mediated by perceived value, quality, and price in India," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    7. Vehapi Semir, 2015. "A Study of the Consumer Motives which Influence the Purchase of Organic Food in Serbia," Economic Themes, Sciendo, vol. 53(1), pages 102-118, March.
    8. Carter, Kealy & Jayachandran, Satish & Murdock, Mitchel R., 2021. "Building A Sustainable Shelf: The Role of Firm Sustainability Reputation," Journal of Retailing, Elsevier, vol. 97(4), pages 507-522.
    9. Małgorzata Wiścicka-Fernando & Sandra Misiak-Kwit & Kelaniyage Shihan Dilruk Fernando, 2019. "Co-Creation as an Innovative Way to Develop an Enterprise—Cross-Country Analysis," Sustainability, MDPI, vol. 11(23), pages 1-13, November.
    10. Seufert, Verena & Ramankutty, Navin & Mayerhofer, Tabea, 2017. "What is this thing called organic? – How organic farming is codified in regulations," Food Policy, Elsevier, vol. 68(C), pages 10-20.
    11. Anna Gaviglio & Mattia Bertocchi & Maria Elena Marescotti & Eugenio Demartini & Alberto Pirani, 2016. "The social pillar of sustainability: a quantitative approach at the farm level," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 4(1), pages 1-19, December.
    12. Tuğba Yeğin & Muhammad Ikram, 2022. "Analysis of Consumers’ Electric Vehicle Purchase Intentions: An Expansion of the Theory of Planned Behavior," Sustainability, MDPI, vol. 14(19), pages 1-27, September.
    13. Ngobo, Paul-Valentin & Jean, Sylvie, 2012. "Does store image influence demand for organic store brands?," Journal of Retailing and Consumer Services, Elsevier, vol. 19(6), pages 621-628.
    14. Jessica Aschemann-Witzel & Stephan Zielke, 2017. "Can't Buy Me Green? A Review of Consumer Perceptions of and Behavior Toward the Price of Organic Food," Journal of Consumer Affairs, Wiley Blackwell, vol. 51(1), pages 211-251, March.
    15. Nadine E. van der Waal & Frans Folkvord & Rachid Azrout & Corine S. Meppelink, 2022. "Can Product Information Steer towards Sustainable and Healthy Food Choices? A Pilot Study in an Online Supermarket," IJERPH, MDPI, vol. 19(3), pages 1-17, January.
    16. Lingfei Wang & Yuqin Yang & Guoyan Wang, 2022. "The Clean Your Plate Campaign: Resisting Table Food Waste in an Unstable World," Sustainability, MDPI, vol. 14(8), pages 1-17, April.
    17. Cecilia Castaldo & Matilde Giaccherini & Giacomo Pallante & Alessandro Palma, 2024. "Unveiling Shades of Green Food beyond Labels. Evidence from an Online Experiment to Climate Adaptation," CESifo Working Paper Series 11161, CESifo.
    18. Liu, Chih-Hsing & Gan, Bernard & Ko, Wen-Hwa & Teng, Chih-Ching, 2022. "Comparison of localized and foreign restaurant brands for consumer behavior prediction," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    19. Dubey, Prince & Bajpai, Naval & Guha, Sanjay & Kulshreshtha, Kushagra, 2020. "Mapping gender and marital roles on customer delight by value perception for mobile technology in India," Technology in Society, Elsevier, vol. 62(C).
    20. Soyoung Seo & Hee-Kyung Ahn & Jaeseok Jeong & Junghoon Moon, 2016. "Consumers’ Attitude toward Sustainable Food Products: Ingredients vs. Packaging," Sustainability, MDPI, vol. 8(10), pages 1-19, October.

    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:gam:jjrfmx:v:13:y:2020:i:12:p:330-:d:465840. 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: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    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.