Consumers buying behaviour towards agri-food products: A mixed-method approach |
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| Institution: | 1. Dr. Ambedkar Institute of Management Studies and Research, Nagpur, India;2. Symbiosis Institute of Business Management, Nagpur, Constituent of Symbiosis International (Deemed University), Pune, India;3. Symbiosis Centre for Management Studies, Nagpur, Constituent of Symbiosis International (Deemed University), Pune, India;1. Business School, Department of Management, Unisinos University, Av. 950, Porto Alegre, RS, CEP | 93022-750, Brazil;2. Australian Institute of Business (AIB), Marketing from the University of South Australia, Level 16/1 King William St, Adelaide, SA, 5000, Australia;3. Fundação Getulio Vargas''s Sao Paulo School of Business Administration (FGV EAESP), Av. 9 de Julho, 2029, Bela Vista, São Paulo, CEP 01313-902, Brazil;4. Woxsen School of Business, Hyderabad, Telangana, 502345, India;1. Department of Business Administration, Alma College, Alma, USA;2. Department of Kinesiology, Michigan State University, East Lansing, USA;3. Global Urban and Infrastructure Research Center of the Institute of Urban Science, University of Seoul, Seoul, South Korea;1. The Business School, RMIT Vietnam, 702 Nguyen Van Linh Street, District 7, Ho Chi Minh City, Vietnam;2. School of Economics and Management, Beijing University of Posts and Telecommunications, Beijing, 100876, People''s Republic of China;1. School of Business, Korea University, 145 Anam-ro, Seongbuk-gu, Seoul, 02841, Republic of Korea;2. Product Development Team, BC Card Co., Ltd., 170 Eulji-ro, Jung-gu, Seoul, 04548, Republic of Korea;3. Department of Business Administration, Gyeongsang National University, 501 Jinju-daero, Jinju, Gyeongnam, 52828, Republic of Korea;1. Department of Advertising and Public Relations, Michigan State University, 404 Wilson Road, East Lansing, MI, 48824, USA;2. Michigan State University, Department of Horticulture, Plant and Soil Sciences, 1066B, East Lansing, MI, 48824, USA;1. School of Civil and Environmental Engineering, Nanyang Technological University, Singapore;2. Department of International Logistics, Chung-Ang University, Republic of Korea |
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| Abstract: | This study aims to identify the factors that can influence consumer purchasing behaviour in the context of agri-food. Based on the Stimulus-Organism-Behaviour-Consequence theory, this study proposed a model to explain purchasing behaviour that included environmental factors as well as a set of cognitive processes. This study adopted a mixed method approach and in the first stage, a qualitative analysis was conducted to extract the constructs for the study. In the second stage, the quantitative analysis was performed by means of CB-SEM using 891 responses collected through a survey. This resulted in identifying the factors that influence agri-food purchasing behaviour. According to the findings, health consciousness and food safety concerns in the form of a stimulus have a positive relationship with agri-food image, agri-food label, and agri-food benefits acting as the organism. Similarly, the three organisms have a positive relationship with trust. Ethnocentrism is also found to have positive and significant association with trust. The combination of trust and ethnocentrism has consequences, in the form of agri-food purchase behaviour. The study's findings have significant implications for marketers and marketing strategists. |
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| Keywords: | Agri-food SOBC framework Trust Health consciousness Food safety concerns Sustainability |
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