Impact of Consumer Awareness,Knowledge, and Attitudes on Organic Rice Purchasing Behavior in China

This study examines how Chinese consumers’ awareness, knowledge, and attitudes influences their purchasing behavior for organic rice. The aim is to determine whether regional differences in these factors and in the resulting behavior exist and thereby, to provide the organic rice industry with sufficient information to expand its market and improve profitability. Respondents answered a total of 1,371 questionnaires, whereby 406, 539, and 426 responses came from inland, coastal, and northern regions, respectively. A binary logit regression is applied to analyze the survey data and predict purchasing behavior at the national and regional levels. While the results indicate that consumer awareness, product certification, and product availability factors have a positive impact on the likelihood of purchasing organic rice, the price has a negative relationship with organic rice consumption. Furthermore, the results demonstrate that northern consumers are more likely to buy organic rice than those in inland and coastal regions. In particular, awareness and knowledge factors have a greater influence on purchasing behavior in northern regions. These findings suggest that enhancing consumer awareness of organic rice and providing more purchasing channels could contribute to increasing organic rice consumption.     

Effect of knowledge on decision making in the context of organic cotton clothing

This research was designed to study whether consumer knowledge on organic cotton and relevant issues influences attitude toward and price acceptance of organic cotton clothing. The effect of consumer knowledge was also studied on the way consumers use product label information in purchasing organic cotton clothing. An online survey was developed to measure the variables including experimental choice‐based conjoint models for mandatory and auxiliary label specifications. Four hundred ninety‐eight people completed the survey. The results indicated that moderately and highly knowledgeable participants were more willing to buy organic cotton clothing at higher price points and they had more positive attitudes toward organic cotton clothing than low knowledgeable participants. The results suggest that differentially knowledgeable consumers may attend to different types of information provided on product labels to evaluate organic cotton apparel products. Providing product‐related information on product labels is essential; however, providing additional information on the benefits of using organic cotton and socially responsible business practices may improve consumers’ knowledge and acceptability of organic cotton apparel products.     

Organic purchasing motivations and attitudes: are they ethical?

Despite the increased documentation of consumers’ purchases of organic food products, the motivations for such purchases are relatively under‐researched. An individual’s choice of food products can be linked clearly to ethical stances, but ethical choices can also vary from individual to individual, from industry to industry and among countries. Consequently, this paper investigates the degree to which ethical beliefs influence Scottish consumer perceptions, beliefs, attitudes and purchasing decisions, with regard to organic dairy products. Consumer purchasing motivations are revealed as being self‐interest‐centred (i.e. better tasting, safer), rather than altruistic. Therefore, to achieve future market development, organic dairy producers cannot rely upon the minority of hardcore green consumers to sustain growth, but must aim to modify perceptions and attitudes of larger consumer segments by implementing educational marketing campaigns that reinforce the ethical, environmental and societal benefits of organic production.     

The influence of eco-label knowledge and trust on pro-environmental consumer behaviour in an emerging market

Consumers are increasingly concerned about the negative environmental implications of purchasing goods, which in turn shape their behaviour. Yet, there are indications that consumers do not always act on these concerns, causing an attitude–behaviour gap. For consumers to make ecologically responsible purchases, they need relevant product environmental information. Therefore, marketers and firms are increasingly integrating more detailed environmental information in their offerings, including eco-labels with externally validated information. This study integrates consumers’ knowledge and trust in eco-labels with their environmental knowledge to determine how these affect pro-environmental consumer behaviour (PECB). The findings suggest environmental and eco-label knowledge is positively associated with attitudes towards the environment, and that positive environmental attitudes and trust in eco-labels affect PECB. This implies that firms, policy-makers and accreditation organisations (i.e. labelling) can educate consumers about eco-labels and the environment to increase PECB. Such strategies will also build consumer knowledge and trust in eco-labels, necessary for facilitating PECB.     

Shifts in consumer behavior towards organic products: Theory-driven data analytics

Consumer behavior is key in shifts towards organic products. A diversity of factors influences consumer preferences, driving planned, impulsive, and unplanned purchasing decisions. We study choices among organic and conventional wine using an extensive survey among Australian consumers (N = 1003). We integrate five behavioral theories in the survey design, and use supervised and unsupervised machine learning algorithms for analysis. We quantify a gap between intention and behavior, and emphasize the importance of cognitive factors. Findings go beyond correlation to the causation of behavior when combining predictive prowess with explanatory power. Results reveal that affective factors and normative cues may prompt unplanned and spontaneous purchasing behavior, causing consumers to act against their beliefs.     

Information and Knowledge as Antecedents of Consumer Attitudes and Intentions to Buy and Recommend Fair-Trade Products

The authors propose and empirically test a causal model to understand how the availability of fair-trade information and consumer knowledge about this issue affect consumers’ attitudes and intentions toward fair-trade products. The model is built upon the attitude-behavior paradigm and the premises of agency theory. It is tested through structural equation modeling with a sample of 292 Spanish consumers. The findings are that consumers do not have good knowledge about fair trade and that this is significantly determined by the lack of information about this in the market. It is also observed that consumers’ perceptions about the availability of fair-trade information have negative effects on their concern about this issue and that such information as is available is not effective in reducing consumer skepticism. The research represents an extension of previous fair-trade literature because the role of information and communication in improving consumer attitudes and buying intentions has rarely been explored in the case of ethical products.     

Effect of Consumers’ Attitude on Buying Organic Products in Iran

In this study, the effect of consumers’ attitude toward buying organic products in local markets is investigated. The purpose of this study is to help contribute to the economic development of rural areas in Iran, specially the north. Ten demographic factors, including better taste, price, availability of supply markets, high quality, good health, proper behavior of sellers, adaptation to environment, advertising effect, and keeping up with the Joneses, were considered as effective attitudinal factors in buying of products. Data were collected through questionnaires, based on a sample of 405 specimens during 5 months. Dumb variables regression was used to test the hypotheses. Results showed that except for two factors (gender and residence), other factors have a significantly positive effect on purchasing. Consumers’ satisfaction of price and ease of access to markets were interesting points of research; also proving the effect of keeping up with the Joneses on consumer purchasing is the most important finding of the research, studied for the first time on organic products.     

Positive and Negative Antecedents of Purchasing Eco-friendly Products: A Comparison Between Green and Non-green Consumers

This study aims to analyze what drives and prevents the purchasing of eco-friendly products across different consumer groups and develops a conceptual model embracing the positive altruistic (care for the environmental consequences of purchasing), positive ego-centric (green self-identity and moral obligation), and negative ego-centric (perceived personal inconvenience of purchasing eco-friendly products) antecedents of eco-friendly product purchase intention and behavior. We empirically validate the conceptual model for green (n = 453) and non-green (n = 473) consumers (i.e., consumers who engage in a set of pro-environmental behaviors for environmental reasons versus consumers who do not engage in these behaviors). Data are analyzed using structural equation modeling and multi-group analysis of the two groups. The results confirm the relevance of the determining factors in the model and show significant differences in eco-friendly product purchasing patterns between green and non-green consumers. Altruistic motives are more important for green than for non-green consumers. Negative ego-centric motives affect the purchase intentions of non-green consumers more than the intentions of green consumers, whereas the impact of negative motives on behavior is stronger for green than for non-green consumers. The first contribution of this paper is the development and testing of a parsimonious model of eco-friendly products purchasing that embraces both positive (altruistic and ego-centric) and negative (ego-centric) antecedents, which have been theoretically suggested in the past but have rarely been empirically tested together. The second contribution of this study is that it develops insight into the specific antecedents of eco-friendly products purchasing for green and non-green consumers to assess potential similarities and differences in eco-friendly products purchasing process, the hypothesized antecedents, their impact on eco-friendly products purchase intention and behavior, and the intention–behavior relation.     

Positioning Strategies for Animal-Friendly Products: A Social Dilemma Approach

Many consumers express concerns about the welfare of animals in agriculture, but often refrain from purchasing animal-friendly alternatives that address their concerns. To support consumers in making choices in line with their values and attitudes, this study approaches consumer animal-friendly product choice as a dilemma between maximizing the buyer's self-interest and maximizing societal interest. To address this social dilemma, we developed and tested positioning strategies that reinforce the animal welfare label with complementary consumption values (functional, emotional, social, and epistemic). The results from a choice experiment with Dutch chicken meat shoppers showed that two strategies—emotional and epistemic—effectively increase consumer value perceptions. These insights imply that animal-friendly products positioned to invoke emotion or curiosity drive consumers towards animal-friendly product choices, and that these strategies are most effective for consumers who base their choice solely on maximizing either self-interest or societal interest.     

Evaluation of food labelling usefulness for consumers

Food labelling is a means of communication between food business operators and consumers, representing an important factor in consumer purchasing decisions. The enforcement of the new food labelling policy is aimed to improve food safety and public health through the mandatory indication of information and nutritional values. To understand the usefulness of the information provided for consumers, a survey was carried out to assess the efficacy of the information presented in food labelling. Principal component analysis was performed to obtain a smaller number of uncorrelated factors regarding the usefulness of food labelling. Results showed consumers usually do not read food labels due to lack of time and excessive information. Additionally, food labelling was observed to be more useful for specific consumer groups, such as, athletes, consumers with health conditions or consumers concerned with a healthy lifestyle. The results of the present study highlight the need of information campaigns by public health authorities to show the importance and advantages of reading food labels as well as the development of essential information which should be quickly and clearly seen and understood by consumers.     

Price rather than nutrition information the main influencer of consumer food purchasing behaviour in South Africa: A qualitative study

In South Africa there has been a paucity of data on food and nutrition labelling since the publication of the new food‐labelling legislation. This study aimed to explore whether the nutrition information on food products influences consumer purchasing behaviour; reasons for reading or ignoring nutrition information on labels, and to investigate expectations regarding food / nutrition labelling. Nine focus‐group discussions were held with adult consumers (N=67) in Cape Town, South Africa. Food price was sometimes the only consideration when selecting food products, irrespective of quality and nutritional value. When buying products for the first time, consumers were more inclined to read the nutrition information compared to habitual purchases or buying known brands. The list of ingredients, nutrient content claims and specific health endorsement logos were considered important. Reasons for reading nutrition information were mainly to assess the nutritional value or health properties, to avoid certain ingredients/allergens and to determine quality. Consumers struggled to understand the information on labels, specifically the nutrition information table. A lack of time or interest, price concerns and trust in labelling information also emerged as reasons why consumers ignore the nutrition information. There is a need for simpler food labelling, more graphics, and less complex terminology, information overload and quantitative information. It is recommended that a standardised front‐of‐package labelling scheme and a single health endorsement logo for South Africa be considered. More should be done to educate consumers on utilising the information on food labels correctly, in order for them to make healthier food choices.     

Determinants of Consumer Attitudes and Purchase Intentions With Regard to Genetically Modified Food – Results of a Cross-National Survey

Previous research has shown consumers to be highly sceptical towards genetic modification in food production. So far, however, little research has tried to explain how consumers form attitudes and make decisions with regard to genetically modified foods. The paper presents the results of a survey which was carried out in Denmark, Germany, Italy, and the United Kingdom to investigate the formation of consumer attitudes towards genetic modification in food production and of purchase decisions with regard to genetically modified yoghurt and beer. Altogether, 2031 consumers were interviewed in the four countries.Results show that attitude formation and decision-making are more comparable among Danish, German, and British consumers than with Italian consumers. Italian consumers turned out to be significantly less negative towards genetic modification in foods than particularly Danish and German consumers. Across countries, the attitude towards genetic modification in food production was deeply embedded in more general attitudes held by the consumers, in particular attitude towards nature and attitude towards technology. These general attitudes were found to influence perceived risks and benefits of the technology. Purchase decisions with regard to the two product examples were almost exclusively determined by attitudes towards purchasing the products. These were, in turn, significantly influenced by the overall attitude towards genetic modification in food production through their effects on beliefs held by consumers regarding the quality and trustworthiness of the products.The results suggest that attitudes towards genetically modified foods are quite strong, despite their lack of basis in actual product experience. Likewise, the strong relation of product-specific attitudes to the attitude towards using genetic modification in food production suggests that at present consumers reject the technology overall rather than evaluate products on a case-by-case basis. This situation may, however, be changed by a possible increased availability of genetically modified food products on the consumer market.     

“Showrooming” in Consumer Electronics Retailing: An Empirical Study

The present study focuses on multichannel retailing strategies and describes the state of consumer behavior regarding “showrooming” (the practice of examining merchandise or products in a retail store and then buying it online). Founded on the theory of planned behavior (TPB), the authors examine the antecedents of showrooming using data collected from a sample of 176 retail consumers. Based on their results, they define perceived control, website compatibility, and subjective norms as the main antecedents of consumer attitudes toward online purchases. Additionally, they state that previous experience and reasons against purchasing online are directly associated with consumers’ intention to purchase on the retailer’s website. Finally, some theoretical conclusions and practical implications for retailers are discussed.     

Consumers and Biotechnology: A Synopsis of Survey and Focus Group Research

The Office of Consumer Affairs of Industry Canada, in conjunction with other federal departments, has undertaken preliminary work to identify concerns and highlight consumer issues with respect to biotechnology and its applications. This has included conducting a number of surveys and focus groups to identify what consumers know about biotechnology; where there are information gaps; and how information impacts upon consumers' purchasing decisions.This paper is structured into five sections. First, it provides an overview of some background information on biotechnology. The second section summarises consumers' knowledge of, and reactions to, biotechnology. Next, the paper highlights factors that influence consumers' attitudes towards biotechnology. The fourth section examines two ways of overcoming marketplace barriers contrasting increased consumer awareness with more traditional legislative mechanisms. The concluding section outlines questions that need to be answered in order to determine how the marketplace can best address issues related to biotechnological products.     

Quality-Labeled Vegetable Consumption in Malaysia: Factors Affecting Attitude and Purchase Intent

The rising rate of foodborne diseases has caused not just consumers but also food producers to become increasingly concerned about food safety. As a result, the government of Malaysia, together with relevant bodies, have introduced quality-assurance agencies to certify food products that are produced, processed, and handled with methods that are acknowledged by the certification agencies as clean and safe for consumption. This study aims to identify the factors influencing consumer purchasing behavior toward quality-labeled vegetables. A survey was conducted using a self-administered questionnaire and distributed randomly to consumers in public places in the Klang Valley. Four hundred and sixteen respondents were approached. The results indicate that most of the respondents are aware of food quality labels. Using factor analysis, four latent factors that influence consumer attitude toward quality-labeled vegetables were identified, and the importance of quality attributes (sensory, health, safety, and social attributes) in shaping those attitudes was also shown.     

消费者绿色食品购买行为分析

绿色食品代表健康、优质的食品,越来越引起消费者的关注。本文运用合理行为理论,分析影响消费者绿色食品消费的主要因素。首先对成都市消费者绿色食品购买行为的实证调查进行描述性分析,然后运用Logistic模型,对影响消费者购买行为的因素进行回归分析。模型回归结果表明,消费者家庭是否有6周岁以下儿童和消费者对绿色食品的安全感知是决定消费者是否购买绿色食品的主要因素。     

A story to sell: The influence of storytelling on consumers' purchasing behavior

Storytelling can arouse consumers' emotions and affect purchasing behavior through desires and attitudes. While the marketing literature discusses storytelling, there is a lack of consensus because of the diverse conceptual and operational definitions used. To untangle the complexities and consolidate the fragmented knowledge about storytelling in marketing, this research examines how the marketing literature has addressed the influence of storytelling on consumers' purchasing behavior. The findings aid in understanding how the topic has been discussed from a marketing perspective in consumer behavior studies. Through a systematic literature review using a bibliometric analysis, we demonstrate that the marketing literature features four strands about the uses of storytelling to influence consumers' purchasing behavior. First, storytelling stimulates the consumer's identification with the brand. Second, storytelling allows consumers to experience emotional value. Third, storytelling supports engagement behaviors. Finally, storytelling has a downside in that it also propagates harmful speech. This study concludes with a roadmap for future research about how storytelling impacts consumers' purchasing behavior.     

The role of cultural values in green purchasing intention: Empirical evidence from Chinese consumers

Environmental problems, especially in the case of water and air pollution, are the harmful result of the overconsumption of fossil fuels as well as various forms of industrial sewage water discharge. Recently, growing environmentally friendly purchasing behaviour of consumers has become regarded as an effective method for alleviating such environmental problems. Due to concerns regarding the natural environment, consumers have increasingly begun to exhibit favourable attitudes towards environmentally friendly products, and as a result, are more likely to purchase “green” products. However, green purchasing behaviour of consumers varies across different nations and cultures. This study aims to reveal how Chinese cultural values (specifically, the Doctrine of the Mean) influence green purchasing intention of Chinese consumers. As the lifestyles of consumers will be deeply affected by their cultural values, this study examines the mediating effects of the four dimensions of Chinese lifestyle have on consumers. At the same time, environmental knowledge is considered as a moderating variable in order to investigate the relationship between the Doctrine of the Mean and green purchasing intention. The study’s data were collected from Chinese consumers. Empirical results reveal that such Chinese cultural values are positively associated with green purchasing intention, and that three dimensions of consumer lifestyle (namely leadership, cost consciousness and development consciousness), are all found to play mediating roles in the relationship between the Doctrine of the Mean and green purchasing intention in Chinese consumers. The moderating effects of environmental knowledge are exhibited in the influence of leadership as well as development consciousness on green purchasing intention. The study’s findings have theoretical implications for understanding green purchasing intention as well as behaviour of Chinese consumers further. The study’s findings also present practical implications for how to promote green purchasing intention in Chinese consumers better.     

Employing a Dichotomous Choice Model to Assess Willingness to Pay (WTP) for Organically Produced Products

Abstract

This study employs a dichotomous choice model to identify the socio-economic characteristics and attitudes that influence consumers' willingness to pay (WTP) a premium for organically produced products (OPP). Considering consumers' growing interest in quality and safety of food, the study attempts to identify consumers level of awareness on OPP, the intention to buy OPP and the WTP a higher price for OPP. Results highlight consumers awareness and intention, revealing useful information for the development of OPP market. The estimated maximum WTP indicates that consumers are willing to pay a substantial extra price to purchase OPP. Finally, WTP seems to be affected by certain consumer attitudes and socio-economic factors.     

Food Labels’ Impact Assessment on Consumer Purchasing Behavior in Malaysia

The purpose of this study is to validate the impact of food labels among Malaysian consumers using an extended theory of planned behavior model (TPB). In doing so, the study assessed the direct and indirect effect of food labeling on consumer intention to purchase or otherwise the food products of interest. A stratified random sampling technique was adopted in selecting 2,014 consumers in Klang Valley, Malaysia. The results of structural equation modeling supported the adequacy of the proposed model. This study contributes to and extends the understanding of food labeling and purchasing behavior, identifying the rationales for purchasing of food products with labels that contains information such as halal logo, ingredients, and nutritive value.