Navigating barriers to organic food purchase intention
A mixed method longitudinal approach in emerging market
Bibliographic Data
| ID | 21295940 |
|---|---|
| Authors | Debarun Chakraborty (0000-0002-0754-1120, Indian Institute of Management Ahmedabad), Vardhan Choubey (0000-0002-2124-9759, Symbiosis International University), Prasad Joshi (0000-0002-7198-4786, Symbiosis International University), Ganesh Dash (0000-0001-5265-6798, Saudi Electronic University), Mark Anthony Camilleri (0000-0003-1288-4256, University of Malta), John Zaixin Zhang (0000-0002-4074-9505, University of North Florida) |
| Year | 2024 |
| Volume | 126 |
| Issue | 10 |
| Pages | 3756-3778 |
| Publication date | 2024-09-24 |
| 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-05-2024-0443 |
| OpenAlex | W4402407220 |
| Language | EN |
| Citations received | 2 |
| References cited | 55 |
Purpose This study investigates barriers to consumers’ organic food purchasing. It identifies the factors and the extent to which they influence their purchase behaviours and future purchase intentions (i.e. continuance purchase intentions). Design/methodology/approach It combines qualitative and quantitative methods across two phases. Longitudinal research was carried out in two phases. It involved a thematic analysis and a covariance-based structural equation modelling approach. During Phase-1 and Phase-2, responses were collected from 376 and 351 respondents, respectively. Findings Phase 1 found the value barrier was significantly affecting the consumers’ purchase intention, while Phase 2 identified the impacts from both image and value barriers on purchase intentions. Notably, purchase intention affected continuance intention in both phases, while ethnocentrism showed no influence. Originality/value Using the innovation resistance theory, this study sheds light on the factors that prevent purchase intention. It offers valuable insights for policymakers and for the marketers of organic foods. This contribution implies that value and usage barriers were affecting the consumers’ purchase intentions in the short as well as in the long term. In sum, it suggests that consumers were not purchasing organic food as they felt it was either overpriced, not available in the market or because they were sceptical about its organic labelling
Advertising · Business · Continuance · Originality · Purchasing · Value (mathematics) · Consumer Behavior in Brand Consumption and Identification · Environmental Sustainability in Business · Marketing · Organic Food and Agriculture · Psychology · Social Psychology
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| Unique citing works | 2 |
|---|---|
| Citations per year | 2 |
| Citation span | 2025 - 2025 (1) |
| Citation velocity | recent |
| Highly cited | No |
| Citation types | Neutral: 2 |