Understanding Consumer Resistance to the Consumption of Organic Food. A Study of Ethical Consumption, Purchasing, and Choice Behaviour

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Kushwah , S , Dhir , A & Sagar , M 2019 , ' Understanding Consumer Resistance to the Consumption of Organic Food. A Study of Ethical Consumption, Purchasing, and Choice Behaviour ' , Food Quality and Preference , vol. 77 , pp. 1-14 . https://doi.org/10.1016/j.foodqual.2019.04.003

Title: Understanding Consumer Resistance to the Consumption of Organic Food. A Study of Ethical Consumption, Purchasing, and Choice Behaviour
Author: Kushwah, Shiksha; Dhir, Amandeep; Sagar, Mahim
Contributor organization: Research Group for Educational Psychology
Department of Education
Date: 2019-10
Language: eng
Number of pages: 14
Belongs to series: Food Quality and Preference
ISSN: 0950-3293
DOI: https://doi.org/10.1016/j.foodqual.2019.04.003
URI: http://hdl.handle.net/10138/313963
Abstract: Although the demand for organic food is growing globally, the mainstream consumption of organic food is far less. The present study attempts to understand underlying reasons for consumer resistance toward consuming organic food using the theoretical framework of innovation resistance theory (IRT). The study further examines the association between different consumer barriers and purchase decisions (purchase intentions, ethical consumption intentions, and choice behaviour) at different levels of buying involvement and environmental concerns. The collected data, consisting of 452 consumers, were analyzed by structural equation modeling approach. The results showed that value is the major barrier influencing purchase intentions and ethical consumption intentions. Ethical consumption and purchase intention were found to have direct influence on choice behaviour. Additionally, the relationship between ethical consumption intention and choice behaviour is mediated by purchase intention. However, no significant differences have emerged based on level of buying involvement and environment concerns. The findings of the study provide insight into public policymakers, marketers, suppliers, and consumer associations by enhancing their current understanding of buying behaviour of the growing organic food community.
Subject: BUYING BEHAVIOR
Barriers
Consumer resistance
EMPIRICAL-EVIDENCE
GREEN PRODUCTS
INDIAN CONSUMERS
INTENTIONS
Innovation resistance theory (IRT)
MODERATING ROLE
Organic food
PLANNED BEHAVIOR
SELF-IDENTITY
Sustainable consumption
WILLINGNESS-TO-PAY
YOUNG CONSUMERS
516 Educational sciences
416 Food Science
5141 Sociology
Peer reviewed: Yes
Rights: cc_by_nc_nd
Usage restriction: openAccess
Self-archived version: acceptedVersion


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