Does brand credibility matter? The case of organic food products
Bibliographic Data
| ID | 21295090 |
|---|---|
| Authors | Chandra Sekhar (0000-0002-8370-610X, Fore School of Management), Swati Krishna, S Sandeep Krishna (Fore School of Management), Ghadeer G Kayal (0000-0001-7141-0275, Prince Mohammad bin Fahd University), Nripendra P Rana (0000-0003-1105-8729, Qatar University) |
| Year | 2022 |
| Volume | 124 |
| Issue | 3 |
| Pages | 987-1008 |
| Publication date | 2022-02-08 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | British Food Journal (JOURNAL) |
| Journal identifiers | ISSN: 0007-070X • E-ISSN: 1758-4108 |
| Publisher | Emerald (PUBLISHER) |
| DOI | 10.1108/bfj-03-2021-0326 |
| OpenAlex | W3189712395 |
| Language | EN |
| Citations received | 6 |
| References cited | 56 |
Purpose This study's main objective is to investigate the influence of brand credibility on the intention to purchase organic food. In addition, this research studies the moderating role of customer ethnocentricity as well as the mediating role of customer value. Design/methodology/approach To explore correlations between brand credibility and purchase intentions, cross-sectional data were collected from 433 Indian consumers. The data were analysed by structural equation modelling. Findings The findings indicate that brand credibility is positively related to purchasing intention. The association between brand credibility and purchasing intentions is partially mediated by customer value. Customer ethnocentrism was also shown to have a negative moderation effect. Healthiness, high quality and sensory properties (i.e. natural taste) were found to be some of the most significant organic food characteristics, according to Indian consumers. Research limitations/implications The research is confined to India's geographical area, specifically the National Capital Regions. Practical implications To increase the purchase frequency of local or global branded organic food, businesses can include rational features in their marketing method such as the health benefits compared to the conventional product, a better emphasis on environmental safety and the social advantages of organic food. Originality/value This study develops an integrative model, including brand credibility (PBG & PBL), to predict organic food purchase intentions. This is an important contribution as, according to the results of the literature review, no previous studies have analysed these relationships
Advertising · Business · Credibility · Moderation · Originality · Product (mathematics) · Purchasing · Quality (philosophy) · Structural equation modeling · Value (mathematics) · Consumer Behavior in Brand Consumption and Identification · Cultural Differences and Values · Environmental Sustainability in Business · Marketing · Mathematics · Psychology · Social Psychology
Bibliometric Analysis of Research Trends in Organic foods
Organic line extensions
Conceptualizing organic food consumption
Where was my cup of honey made? PDO honey and sub-regional ethnocentric consumer segments
Comparing organic market strategies
The gamut of technology, social media and avatar in the organic food market
Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness
Product labelling in the market for organic food
Determinant factors influencing organic food purchase intention and the moderating role of awareness
Consumer Ethnocentrism
Consumer behavior and purchase intention for organic food
Consumers’ perceptions of organic food attributes and cognitive and affective attitudes as determinants of their purchase intentions toward organic food
Understanding consumer resistance to the consumption of organic food. A study of ethical consumption, purchasing, and choice behaviour
Intention-behaviour gap and perceived behavioural control-behaviour gap in theory of planned behaviour
“I Eat Organic for My Benefit and Yours”
Signaling Theory
On the evaluation of structural equation models
Consumer Perceptions of Price, Quality, and Value
Common method biases in behavioral research
Evaluating Structural Equation Models with Unobservable Variables and Measurement Error
Sources of Method Bias in Social Science Research and Recommendations on How to Control It
Brand credibility and marketplace globalization
Certification label and fresh organic produce category in an emerging country
Consumer awareness and willingness to purchase probiotic food and beverage products
Consumers' environmental responsibility and their purchase of local food
Is local the new organic? Empirical evidence from German regions
Green movement in a newly industrializing area
Are trust and consumption values important for buyers of organic food? A comparison of regular buyers, occasional buyers, and non-buyers
An analysis of factors affecting selection of organic food
Organic food consumption in Poland
A taste for locally produced food - Values, opinions and sociodemographic differences among ‘organic’ and ‘conventional’ consumers
Behavioral reasoning perspectives on organic food purchase
A Consumer-Side Experimental Examination of Signaling Theory
Extending Culturally Symbolic Brands
Brand Credibility, Brand Consideration, and Choice
| Unique citing works | 6 |
|---|---|
| Citations per year | 2 |
| Citation span | 2023 - 2025 (3) |
| Citation velocity | recent |
| Highly cited | No |
| Citation types | Neutral: 6 |