Determinants of organic food purchase behaviour in the European Union

A cross-country analysis guided by the theory of planned behavior

Datos Bibliográficos

ID21295765
AutoresDmytro Serebrennikov (0000-0001-9093-0487, Teagasc - The Irish Agriculture and Food Development Authority), Zein Kallas (0000-0003-2870-3691, Institute of Agrifood Research and Technology), Fiona Thorne (0000-0003-3275-6518, Teagasc - The Irish Agriculture and Food Development Authority), Selene Ivette Ornelas Herrera (0000-0003-2990-5199), Sinéad N Mccarthy (0000-0001-9216-4763, Teagasc - The Irish Agriculture and Food Development Authority)
Año2024
Volumen126
Número8
Páginas3017-3036
Fecha de publicación2024-07-23
Open AccessSí
TipoARTICLE
RevistaBritish Food Journal (JOURNAL)
Identificadores de la revistaISSN: 0007-070X • E-ISSN: 1758-4108
EditorialEmerald (PUBLISHER)
DOI10.1108/bfj-04-2023-0305
OpenAlexW4399515879
IdiomaEN
Citas recibidas4
Referencias citadas42

Purpose The purpose of this study is to analyse the impact of behavioural determinants, such as consumer attitude, subjective norm, behavioural control and sustainable buying behaviour, on organic food purchase behaviour in different EU countries. Design/methodology/approach A structured survey of more than 5000 individuals from Germany, Netherlands, Spain, Italy and Czech Republic was conducted to elicit consumer responses regarding behavioural determinants of organic food selection. Both a structural equation modelling approach and a multinomial logit model were employed to analyse the data. Findings Consumer attitudes, subjective norms and behavioural control were shown to significantly influence the frequency of organic food purchasing behaviour for the whole sample and to varying degrees across each of the countries. The effect of a sustainable buying behaviour was found to be more pronounced for Germany, Netherlands and Italy than for Czech Republic and Spain. Research limitations/implications Analysis is based on self-reported data on frequency of organic food purchases, which might be subject to recall bias. Overestimation may arise as consumers tend to report increased purchasing due to the “desirable” qualities of organic food. We tried to ensure that the translations bore similar meanings cross country although some miscomprehension by survey respondents was a possibility. Practical implications To stimulate consumer demand for organic products, it is important to design policies and interventions that take into account the impact of both behavioural factors and demographic attributes on consumer decision-making across various locations. For example, market analysts and policymakers may find it useful to exploit the impact of consumer attitude towards the qualities of organics to induce sales of such food in their locations. Originality/value This paper combines unique survey data from five EU countries using a common model to explore and compare consumer behavioural preferences for multiple organic food products. In addition to a classic triad of behavioural factors believed to influence organic food purchases, sustainable buying behaviour as a determinant of organic purchasing behaviour was included in the analysis

Advertising · Business · Consumer behaviour · Control (management) · Economics · European union · International trade · Theory of planned behavior · Environmental Sustainability in Business · Food Waste Reduction and Sustainability · Marketing · Organic Food and Agriculture

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