FTE9S548

2802

6 janvier 2021 16:24

6 janvier 2021 16:24

The study aimed to investigate the direct and indirect impact of health consciousness (HCN) on the purchase intention (PIN) of organic food products in India – a rising hub of organic food consumption. For the indirect effect of health consciousness on the purchase intention, the study added the serial mediation of consumer attitude (ATT) (based on the Theory of Planned Behaviour) and food safety concern (FSC) as major constructs. There is a lack of empirical evidence on the mediating role of FSC in the impact of HCN on ATT or their PIN. Further in a developing country like India, there lacks a comprehensive study considering all the above four factors on organic food consumption. 438 useable responses were collected using the mall intercept method from purchasers frequenting five exclusive organic food stores in a metropolitan city in India. The hypotheses on direct and indirect effect of HCN on PIN and the serial mediation of FSC and ATT was tested using Structural Equation Modelling (SEM). CFA/SEM analysis upon establishing the conceptual model's goodness-of-fit, revealed the insignificance of FSC having direct impact on ATT and PIN and having any mediating role in the impact of HCN on ATT. There was also no significant impact of HCN on FSC. ATT too showed no significant mediating role in the impact of FSC on PIN. Nevertheless, both FSC and ATT together as serial mediators significantly influence the impact of HCN on PIN. Retailers and marketing professionals need to devise strategies based on the study's findings, emphasizing on the details of health benefits and improvements consumers will obtain upon consuming their organic products. Practical implications and theoretical contributions are discussed.

None

• AB - Spécifique
• FREDO commercialisation
• GEO Inde
• consommateur
• marché
• organic food
• économie

• consumer attitude
• emerging markets
• food safety concern
• health consciousness
• theory of planned behaviour

Journal of Retailing and Consumer Services

102423

December 16, 2020

16 décembre 2020

10.1016/j.jretconser.2020.102423 Le DOI est une URL unique de référencement d'une publication. Il est donc plus fiable et permanent qu'une URL classique

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