Sustainable purchase intentions towards organic food during Covid-19 pandemic: an exploratory study on Indian consumers

IF 2.9 Q2 MANAGEMENT Social Responsibility Journal Pub Date : 2023-08-09 DOI:10.1108/srj-01-2022-0022
Vijay Amrit Raj, S. Rai, S. Jasrotia
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Abstract

Purpose This study aims to determine the factors influencing consumers’ organic food purchase intention during Covid-19 and how Covid-19 impacted these factors. Understanding these factors will assist marketers in making strategic decisions on how to market their products during a crisis. Design/methodology/approach This study used a quantitative approach. Data were collected online from 278 organic food consumers based in India. The partial least squares-path modelling method was used for data analysis. Findings The results revealed that Covid-19 has substantially impacted consumers' health consciousness, environmental concern, availability, price and intention to buy organic food. This study also revealed that health consciousness, environmental concerns and availability of organic food affect consumers’ purchase intention even during the Covid-19. However, it has been found that price consciousness does not influence consumers’ purchase intention during Covid-19. Practical implications Marketers should come up with innovative promotional strategies. Providing information related to quality checks on packages, expanding online sales channels, boosting promotional activities and emphasising the long-term benefits of organic food items should be the go-to marketing strategy of organic food. Originality/value The study adds value to the extant literature by examining consumers' purchase intention towards organic food using more customised and thorough constructs that appear to be more practical during the challenging times of Covid-19 and whose findings are not restricted by some pre-established theoretical assumptions.
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2019冠状病毒病大流行期间对有机食品的可持续购买意愿:对印度消费者的探索性研究
目的本研究旨在确定新冠肺炎期间影响消费者有机食品购买意愿的因素,以及新冠肺炎对这些因素的影响。了解这些因素将有助于营销人员在危机期间制定如何营销产品的战略决策。设计/方法/方法本研究采用了定量方法。在线收集了印度278名有机食品消费者的数据。采用偏最小二乘路径建模方法进行数据分析。调查结果显示,新冠肺炎严重影响了消费者的健康意识、环境关注、可获得性、价格和购买有机食品的意愿。该研究还显示,即使在新冠肺炎期间,健康意识、环境问题和有机食品的可获得性也会影响消费者的购买意愿。然而,研究发现,在新冠肺炎期间,价格意识并不影响消费者的购买意愿。实际意义营销人员应该提出创新的促销策略。提供包装质量检查的相关信息,扩大网上销售渠道,加强促销活动,强调有机食品的长期效益,这些都应该成为有机食品的营销策略。独创性/价值该研究通过使用更定制和更彻底的结构来研究消费者对有机食品的购买意愿,为现有文献增加了价值,这些结构在Covid-19的挑战时期似乎更实用,其发现不受一些预先建立的理论假设的限制。
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来源期刊
CiteScore
7.30
自引率
6.20%
发文量
65
期刊介绍: The Social Responsibility Journal, the official journal of the Social Responsibility Research Network, is interdisciplinary in its scope and encourages submissions from any discipline or any part of the world which addresses any element of the journal''s aims. The journal encompasses the full range of theoretical, methodological and substantive debates in the area of social responsibility. Contributions which address the link between different disciplines and / or implications for societal, organisational or individual behavior are especially encouraged. The journal publishes theoretical and empirical papers, speculative essays and review articles. The journal also publishes special themed issues under the guidance of a guest editor. Coverage: Accountability and accounting- Issues concerning sustainability- Economy and finance- Governance- Stakeholder interactions- Ecology and environment- Corporate activity and behaviour- Ethics and morality- Governmental and trans-governmental regulation- Globalisation and disintermediation- Individuals and corporate citizenship- Transparency and disclosure- Consumption and its consequences- Corporate and other forms of organization
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