Consumers buying behaviour towards agri-food products: A mixed-method approach. (July 2023)

• Record Type: Journal Article
• Authors: Siddiqui, Mujahid; Chakraborty, Debarun; Siddiqui, Aaliyah
• Is Part Of: Journal of retailing and consumer services. Volume 73(2023)
• Publication Date: 2023-07
• Subjects: Agri-food -- SOBC framework -- Trust -- Health consciousness -- Food safety concerns -- Sustainability; Retail trade -- Periodicals; Service industries -- Periodicals; Customer services -- Periodicals; Commerce de détail -- Périodiques; Service à la clientèle -- Périodiques; Customer services; Retail trade; Periodicals; 658.87
• DOI: 10.1016/j.jretconser.2023.103349
• Languages: English
• ISSNs: 0969-6989

Abstract

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.