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
{"title":"Sustainable purchase intentions towards organic food during Covid-19 pandemic: an exploratory study on Indian consumers","authors":"Vijay Amrit Raj, S. Rai, S. Jasrotia","doi":"10.1108/srj-01-2022-0022","DOIUrl":null,"url":null,"abstract":"\nPurpose\nThis 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.\n\n\nDesign/methodology/approach\nThis 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.\n\n\nFindings\nThe 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.\n\n\nPractical implications\nMarketers 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.\n\n\nOriginality/value\nThe 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.\n","PeriodicalId":47615,"journal":{"name":"Social Responsibility Journal","volume":null,"pages":null},"PeriodicalIF":2.9000,"publicationDate":"2023-08-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Social Responsibility Journal","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1108/srj-01-2022-0022","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"MANAGEMENT","Score":null,"Total":0}
引用次数: 0

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.
查看原文
分享 分享
微信好友 朋友圈 QQ好友 复制链接
本刊更多论文
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。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
求助全文
约1分钟内获得全文 去求助
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
期刊最新文献
Internal CSR and the decline of organised labour: a possible elective affinity? The effect of natural disasters on food security in Sub-Saharan Africa Fighting fire with apathy – understanding managers’ perception of the natural environment as a stakeholder in the aftermath of a natural disaster Sustainable consumption behavior among Bahraini young female consumers Killing two birds with one stone: gender diversity, information disclosures and financial distress
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
现在去查看 取消
×
提示
确定
0
微信
客服QQ
Book学术公众号 扫码关注我们
反馈
×
意见反馈
请填写您的意见或建议
请填写您的手机或邮箱
已复制链接
已复制链接
快去分享给好友吧!
我知道了
×
扫码分享
扫码分享
Book学术官方微信
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术
文献互助 智能选刊 最新文献 互助须知 联系我们:info@booksci.cn
Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。
Copyright © 2023 Book学术 All rights reserved.
ghs 京公网安备 11010802042870号 京ICP备2023020795号-1