Understanding the drivers of organic foods purchasing of millennials: Evidence from Brazil and Spain |
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| Institution: | 1. School of Business Administration, Dongbei University of Finance and Economics, Dalian, People’s Republic of China;2. Dongbei University of Finance and Economics, Dalian, People’s Republic of China;1. ARC Training Centre for Innovative Horticultural Products, School of Land and Food, Tasmanian School of Business and Economics, University of Tasmania, Australia;2. Department of Marketing, Macquarie University, ARC Training Centre for Innovative Horticultural Products, University of Tasmania, Australia;3. Menzies Institute for Medical Research, University of Tasmania, Australia;1. Research Consultant (Freelancer), India;2. Graduate School of Business Administration, University of Puerto Rico, San Juan, PR, USA;3. Indian Institute of Management Kashipur, India |
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| Abstract: | This paper examines the antecedents of millennials' organic food purchasing. A conceptual framework, based on product characteristics, and consumers' concerns and consciousness, is proposed. Data collection was conducted through a survey in two culturally and socioeconomically distinct countries (Brazil vs. Spain) to increase the robustness and generalizability of the results. The results show that product characteristics and consumer concerns improve millennials’ health consciousness and increase their social consciousness, which, in turn, increase their willingness to pay a price premium and their purchase frequency of organic foods. The findings show that the proposed model has high validity, with only one significant difference between the two countries. Theoretical contributions and managerial implications are discussed. |
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| Keywords: | Food safety concern Natural content Environmental concern Sensorial appeal Health consciousness Social consciousness Willingness to pay a price premium Purchase frequency Millennials Organic food |
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