Understanding Consumer Resistance to the Consumption of Organic Food. A Study of Ethical Consumption, Purchasing, and Choice Behaviour

Shiksha Kushwah, Amandeep Dhir, Mahim Sagar

Research output: Contribution to journalArticleScientificpeer-review

Abstract

Although the demand for organic food is growing globally, the mainstream consumption of organic food is far less. The present study attempts to understand underlying reasons for consumer resistance toward consuming organic food using the theoretical framework of innovation resistance theory (IRT). The study further examines the association between different consumer barriers and purchase decisions (purchase intentions, ethical consumption intentions, and choice behaviour) at different levels of buying involvement and environmental concerns. The collected data, consisting of 452 consumers, were analyzed by structural equation modeling approach. The results showed that value is the major barrier influencing purchase intentions and ethical consumption intentions. Ethical consumption and purchase intention were found to have direct influence on choice behaviour. Additionally, the relationship between ethical consumption intention and choice behaviour is mediated by purchase intention. However, no significant differences have emerged based on level of buying involvement and environment concerns. The findings of the study provide insight into public policymakers, marketers, suppliers, and consumer associations by enhancing their current understanding of buying behaviour of the growing organic food community.
Original languageEnglish
JournalFood Quality and Preference
ISSN0950-3293
DOIs
Publication statusPublished - 13 Apr 2019
MoE publication typeA1 Journal article-refereed

Fields of Science

  • Consumer resistance
  • organic food
  • barriers
  • innovation resistance theory (IRT)
  • sustainable consumption
  • 416 Food Science

Cite this

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title = "Understanding Consumer Resistance to the Consumption of Organic Food. A Study of Ethical Consumption, Purchasing, and Choice Behaviour",
abstract = "Although the demand for organic food is growing globally, the mainstream consumption of organic food is far less. The present study attempts to understand underlying reasons for consumer resistance toward consuming organic food using the theoretical framework of innovation resistance theory (IRT). The study further examines the association between different consumer barriers and purchase decisions (purchase intentions, ethical consumption intentions, and choice behaviour) at different levels of buying involvement and environmental concerns. The collected data, consisting of 452 consumers, were analyzed by structural equation modeling approach. The results showed that value is the major barrier influencing purchase intentions and ethical consumption intentions. Ethical consumption and purchase intention were found to have direct influence on choice behaviour. Additionally, the relationship between ethical consumption intention and choice behaviour is mediated by purchase intention. However, no significant differences have emerged based on level of buying involvement and environment concerns. The findings of the study provide insight into public policymakers, marketers, suppliers, and consumer associations by enhancing their current understanding of buying behaviour of the growing organic food community.",
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Understanding Consumer Resistance to the Consumption of Organic Food. A Study of Ethical Consumption, Purchasing, and Choice Behaviour. / Kushwah, Shiksha; Dhir, Amandeep; Sagar, Mahim.

In: Food Quality and Preference, 13.04.2019.

Research output: Contribution to journalArticleScientificpeer-review

TY - JOUR

T1 - Understanding Consumer Resistance to the Consumption of Organic Food. A Study of Ethical Consumption, Purchasing, and Choice Behaviour

AU - Kushwah, Shiksha

AU - Dhir, Amandeep

AU - Sagar, Mahim

PY - 2019/4/13

Y1 - 2019/4/13

N2 - Although the demand for organic food is growing globally, the mainstream consumption of organic food is far less. The present study attempts to understand underlying reasons for consumer resistance toward consuming organic food using the theoretical framework of innovation resistance theory (IRT). The study further examines the association between different consumer barriers and purchase decisions (purchase intentions, ethical consumption intentions, and choice behaviour) at different levels of buying involvement and environmental concerns. The collected data, consisting of 452 consumers, were analyzed by structural equation modeling approach. The results showed that value is the major barrier influencing purchase intentions and ethical consumption intentions. Ethical consumption and purchase intention were found to have direct influence on choice behaviour. Additionally, the relationship between ethical consumption intention and choice behaviour is mediated by purchase intention. However, no significant differences have emerged based on level of buying involvement and environment concerns. The findings of the study provide insight into public policymakers, marketers, suppliers, and consumer associations by enhancing their current understanding of buying behaviour of the growing organic food community.

AB - Although the demand for organic food is growing globally, the mainstream consumption of organic food is far less. The present study attempts to understand underlying reasons for consumer resistance toward consuming organic food using the theoretical framework of innovation resistance theory (IRT). The study further examines the association between different consumer barriers and purchase decisions (purchase intentions, ethical consumption intentions, and choice behaviour) at different levels of buying involvement and environmental concerns. The collected data, consisting of 452 consumers, were analyzed by structural equation modeling approach. The results showed that value is the major barrier influencing purchase intentions and ethical consumption intentions. Ethical consumption and purchase intention were found to have direct influence on choice behaviour. Additionally, the relationship between ethical consumption intention and choice behaviour is mediated by purchase intention. However, no significant differences have emerged based on level of buying involvement and environment concerns. The findings of the study provide insight into public policymakers, marketers, suppliers, and consumer associations by enhancing their current understanding of buying behaviour of the growing organic food community.

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KW - organic food

KW - barriers

KW - innovation resistance theory (IRT)

KW - sustainable consumption

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