Using theory of consumption values to predict organic food purchase intention: Role of health consciousness and eco-friendly LOHAS tendency

  • Sirin G. Köse Yıldız Technical University, Business Administration Dept., Faculty of Economics and Administrative Sciences. Istanbul 34210 http://orcid.org/0000-0003-4075-7166
  • İbrahim Kırcova Yıldız Technical University, Business Administration Dept., Faculty of Economics and Administrative Sciences. Istanbul 34210
Keywords: perceived value, consumer behavior, organic agriculture

Abstract

Aim of study: The objective of this study was to investigate the relationship between eco-friendly LOHAS (Lifestyle of Health and Sustainability) tendency, health consciousness, perceived value of organic food and organic food purchase intention in the framework of personality-perception-behavioral intention.

Area of study: Turkey.

Material and methods: Data were collected from consumers using structured questionnaires. The research model was analyzed with the Partial Least Square Structural Equation Modeling technique.

Main results: Results show that eco-friendly LOHAS tendency (β= 0.292, p<0.01), health consciousness (β=0.140, p<0.05), emotional value (β=0.282, p<0.01), and social value (β=0.099, p<0.05) positively influence intention to purchase organic food, whereas financial value and functional value were not significantly related to intention to purchase organic food. Furthermore, eco-friendly LOHAS tendency and health consciousness are positively related to all dimensions of perceived value of organic food.

Research highlights: Findings point out that affective dimension of perceived value of organic food is more considerable than cognitive dimension in a developing country. Emotional value of organic food is more important for consumers who have high level of eco-friendly LOHAS tendency while functional value of organic food is more essential for consumers who a have high level of health consciousness.

Downloads

Download data is not yet available.

References

Aertsens J, Verbeke W, Mondelaers K, Van Huylenbroeck G, 2009. Personal determinants of organic food consumption: a review. Brit Food J 111 (10): 1140-1167. https://doi.org/10.1108/00070700910992961

Agarwal S, Teas RK, 2001. Perceived value: mediating role of perceived risk. J Market Theor Pract 9 (4): 1-14. https://doi.org/10.1080/10696679.2001.11501899

Anderson JC, Gerbing DW, 1988. Structural equation modeling in practice: A review and recommended two-step approach. Psychol Bull 103 (3): 411. https://doi.org/10.1037/0033-2909.103.3.411

Arvola A, Vassallo M, Dean M, Lampila P, Saba A, Lähteenmäki L, Shepherd R, 2008. Predicting intentions to purchase organic food: The role of affective and moral attitudes in the theory of planned behaviour. Appetite 50 (2-3): 443-454. https://doi.org/10.1016/j.appet.2007.09.010

Barauskaite D, Gineikiene J, Fennis BM, Auruskeviciene V, Yamaguchi M, Kondo N, 2018. Eating healthy to impress: How conspicuous consumption, perceived self-control motivation, and descriptive normative influence determine functional food choices. Appetite 131: 59-67. https://doi.org/10.1016/j.appet.2018.08.015

Basha MB, Lal D, 2019. Indian consumers' attitudes towards purchasing organically produced foods: An empirical study. J Clean Prod 215: 99-111. https://doi.org/10.1016/j.jclepro.2018.12.098

Bauer HH, Heinrich D, Schäfer DB, 2013. The effects of organic labels on global, local, and private brands: more hype than substance? J Bus Res 66 (8): 1035-1043. https://doi.org/10.1016/j.jbusres.2011.12.028

Bosona T, Gebresenbet G, 2018. Swedish consumers' perception of food quality and sustainability in relation to organic food production. Foods 7 (4): 54. https://doi.org/10.3390/foods7040054

Bourn D, Prescott J, 2002. A comparison of the nutritional value, sensory qualities, and food safety of organically and conventionally produced foods. Crit Rev Food Sci Nutr 42 (1): 1-34. https://doi.org/10.1080/10408690290825439

Bravo CP, Cordts A, Schulze B, Spiller A, 2013. Assessing determinants of organic food consumption using data from the German National Nutrition Survey II. Food Qual Prefer 28 (1): 60-70. https://doi.org/10.1016/j.foodqual.2012.08.010

Brock TC, 1968. Implications of commodity theory for value change. In Psychological foundations of attitudes; Greenwald, AG, Brock TC, Ostrom TM (eds.). pp: 243-275. Academic, NY. https://doi.org/10.1016/B978-1-4832-3071-9.50016-7

Bryła P, 2016. Organic food consumption in Poland: Motives and barriers. Appetite 105: 737-746. https://doi.org/10.1016/j.appet.2016.07.012

Carlson J, O'Cass A, Ahrholdt D, 2015. Assessing customers' perceived value of the online channel of multichannel retailers: A two country examination. J Retail Consum Serv 27: 90-102. https://doi.org/10.1016/j.jretconser.2015.07.008

Cerjak M, Mesić Ž, Kopić M, Kovačić D, Markovina J, 2010. What motivates consumers to buy organic food: Comparison of Croatia, Bosnia Herzegovina, and Slovenia. J Food Prod Mark 16 (3): 278-292. https://doi.org/10.1080/10454446.2010.484745

Chekima B, Chekima K, Chekima K, 2019. Understanding factors underlying actual consumption of organic food: The moderating effect of future orientation. Food Qual Prefer 74: 49-58. https://doi.org/10.1016/j.foodqual.2018.12.010

Chen MF, 2007. Consumer attitudes and purchase intentions in relation to organic foods in Taiwan: Moderating effects of food-related personality traits. Food Qual Prefer 18 (7): 1008-1021. https://doi.org/10.1016/j.foodqual.2007.04.004

Chen MF, 2009. Attitude toward organic foods among Taiwanese as related to health consciousness, environmental attitudes, and the mediating effects of a healthy lifestyle. Brit Food J 111 (2): 165-178. https://doi.org/10.1108/00070700910931986

Chin WW, 2010. How to write up and report PLS analyses. In Handbook of partial least squares pp: 655-690. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-540-32827-8_29

Chin WW, Marcolin BL, Newsted PR, 2003. A partial least squares latent variable modeling approach for measuring interaction effects: Results from a Monte Carlo simulation study and an electronic-mail emotion/adoption study. Inf Syst Res 14 (2): 189-217. https://doi.org/10.1287/isre.14.2.189.16018

Cummins E, Hospido A, Van Impe JF, 2019. Quantitative tools for sustainable food and energy in the food chain. Food Res Int 115: 126-127. https://doi.org/10.1016/j.foodres.2018.08.026

De Toni D, Eberle L, Larentis F, Milan GS, 2018. Antecedents of perceived value and repurchase intention of organic food. J Food Prod Mark 24 (4): 456-475. https://doi.org/10.1080/10454446.2017.1314231

De Magistris T, Gracia A, 2016. Consumers' willingness-to-pay for sustainable food products: the case of organically and locally grown almonds in Spain. J Clean Prod 118: 97-104. https://doi.org/10.1016/j.jclepro.2016.01.050

Fandos-Herrera C, 2016. Exploring the mediating role of trust in food products with Protected Designation of Origin. The case of Jamón de Teruel. Span J Agric Res 14 (1): e0102. https://doi.org/10.5424/sjar/2016141-7169

FiBL & IFOAM, 2019. Organic International. The World of Organic Agriculture Statistics and Emerging Trends. https://www.organic-world.net/yearbook/yearbook-2019/pdf.html [03.04.2019].

Fifita IM, Seo Y, Ko E, Conroy D, Hong D, 2019. Fashioning organics: Wellbeing, sustainability, and status consumption practices. J Bus Res 117: 664-671. https://doi.org/10.1016/j.jbusres.2019.01.005

Forman J, Silverstein J, 2012. Organic foods: health and environmental advantages and disadvantages. Pediatrics 130 (5): e1406-e1415. https://doi.org/10.1542/peds.2012-2579

Fornell C, Larcker, DF, 1981. Evaluating structural equation models with unobservable variables and measurement error. J Mark Res 18 (1): 39-50. https://doi.org/10.1177/002224378101800104

Gilg A, Barr S, Ford N, 2005. Green consumption or sustainable lifestyles? Identifying the sustainable consumer. Futures 37 (6): 481-504. https://doi.org/10.1016/j.futures.2004.10.016

Gounaris SP, Tzempelikos NA, Chatzipanagiotou K, 2007. The relationships of customer-perceived value, satisfaction, loyalty and behavioral intentions. J Relatsh Mark 6 (1): 63-87. https://doi.org/10.1300/J366v06n01_05

Gracia A, de-Magistris T, 2007. Organic food product purchase behaviour: a pilot study for urban consumers in the South of Italy. Span J Agric Res 5 (4): 439-451. https://doi.org/10.5424/sjar/2007054-5356

Grunert SC, Juhl HJ, 1995. Values, environmental attitudes, and buying of organic foods. J Econ Psychol 16 (1): 39-62. https://doi.org/10.1016/0167-4870(94)00034-8

Hair JF, Ringle CM, Sarstedt M, 2011. PLS-SEM: Indeed a silver bullet. J Mark Theory Pract 19 (2): 139-152. https://doi.org/10.2753/MTP1069-6679190202

Hair JF, Hult GTM, Ringle C, Sarstedt M, 2016. A primer on partial least squares structural equation modeling (PLS-SEM). Sage Publications. https://doi.org/10.15358/9783800653614

Hansen T, Sørensen MI, Eriksen MLR, 2018. How the interplay between consumer motivations and values influences organic food identity and behavior. Food Policy 74: 39-52. https://doi.org/10.1016/j.foodpol.2017.11.003

Higuchi A, Dávalos J, 2016. Unveiling Peruvian organic consumers demand for organics: A latent class approach. Cienc Investig Agrar 43 (3): 408-417. https://doi.org/10.4067/S0718-16202016000300007

Hsu SY, Chang CC, Lin TT, 2016. An analysis of purchase intentions toward organic food on health consciousness and food safety with/under structural equation modeling. Brit Food J 118 (1): 200-216. https://doi.org/10.1108/BFJ-11-2014-0376

In-Sil P, 2017. The relationships among eco-friendly LOHAS tendency, well-being tendency, health consciousness, and life-satisfaction of line dance participants of middle and old-aged women. Res Dance Phys Educ 1 (1): 53-70. https://doi.org/10.26584/RDPE.2017.1.1.53

Jayanti RK, Burns AC, 1998. The antecedents of preventive health care behavior: An empirical study. Acad Mark Sci Rev 26 (1): 6-15. https://doi.org/10.1177/0092070398261002

Khan SN, Mohsin M, 2017. The power of emotional value: Exploring the effects of values on green product consumer choice behavior. J Clean Prod 150: 65-74. https://doi.org/10.1016/j.jclepro.2017.02.187

Kim MJ, Lee CK, Gon Kim W, Kim JM, 2013. Relationships between lifestyle of health and sustainability and healthy food choices for seniors. Int J Contemp Hosp Manag 25 (4): 558-576. https://doi.org/10.1108/09596111311322925

Koller M, Floh, A, Zauner, A, 2011. Further insights into perceived value and consumer loyalty: A "green" perspective. Psychol Mark 28 (12): 1154-1176. https://doi.org/10.1002/mar.20432

Konuk FA, 2018. The role of store image, perceived quality, trust and perceived value in predicting consumers' purchase intentions towards organic private label food. J Retail Consum Serv 43: 304-310. https://doi.org/10.1016/j.jretconser.2018.04.011

Köster EP, 2009. Diversity in the determinants of food choice: A psychological perspective. Food Qual Prefer 20 (2): 70-82. https://doi.org/10.1016/j.foodqual.2007.11.002

Köster EP, Mojet J, 2007. Theories of food choice development. In: Understanding consumers of food products; Frewer L, Van Trijp HCM (eds.). pp: 93-124. Woodhead Publ, Abbington Cambridge, UK. https://doi.org/10.1533/9781845692506.1.93

Kristiansen P, Bez N, Mitchel, A, Monk A, 2010. BFA 2010 Australian Organic Market Report 2010, Biological Farmers of Australia, Brisbane, Australia.

Le‐Anh T, Nguyen‐To T, 2020. Consumer purchasing behaviour of organic food in an emerging market. Int J Consum Stud 44 (6): 563-573. https://doi.org/10.1111/ijcs.12588

Lee HJ, Yun ZS, 2015. Consumers' perceptions of organic food attributes and cognitive and affective attitudes as determinants of their purchase intentions toward organic food. Food Qual Prefer 39: 259-267. https://doi.org/10.1016/j.foodqual.2014.06.002

Lee HJ, Hwang J, 2016. The driving role of consumers' perceived credence attributes in organic food purchase decisions: A comparison of two groups of consumers. Food Qual Prefer 54: 141-151. https://doi.org/10.1016/j.foodqual.2016.07.011

Lin PC, Huang YH, 2012. The influence factors on choice behavior regarding green products based on the theory of consumption values. J Clean Prod 22 (1): 11-18. https://doi.org/10.1016/j.jclepro.2011.10.002

Loureiro M, McCluskey JJ, Mittelhammer RC, 2001. Assessing consumer preferences for organic, eco-labeled, and regular apples. J Agr Econ 26 (2): 404-416.

Lowry PB, Gaskin J, 2014. Partial least squares (PLS) structural equation modeling (SEM) for building and testing behavioral causal theory: When to choose it and how to use it. IEEE Trans Prof Commun 57 (2): 123-146. https://doi.org/10.1109/TPC.2014.2312452

Lynn M, 1991. Scarcity effects on value: A quantitative review of the commodity theory literature. Psychol Mark 8 (1): 43-57. https://doi.org/10.1002/mar.4220080105

McCluskey JJ, 2000. A game theoretic approach to organic foods: An analysis of asymmetric information and policy. Agric Econ Res Rev 29 (1): 1-9. https://doi.org/10.1017/S1068280500001386

McDougall GH, Levesque T, 2000. Customer satisfaction with services: putting perceived value into the equation. J Serv Mark 14 (5): 392-410. https://doi.org/10.1108/08876040010340937

Mie A, Andersen HR, Gunnarsson S, Kahl J, Kesse-Guyot E, Rembiałkowska E, Grandjean P, 2017. Human health implications of organic food and organic agriculture: a comprehensive review. J Environ Health 16 (1): 111. https://doi.org/10.1186/s12940-017-0315-4

Nasır AV, Karakaya F, 2014. Consumer segments in organic foods market. J Consum Mark 31 (4): 263-277. https://doi.org/10.1108/JCM-01-2014-0845

Nuttavuthisit K, Thøgersen J, 2017. The importance of consumer trust for the emergence of a market for green products: The case of organic food. J Bus Ethics 140 (2): 323-337. https://doi.org/10.1007/s10551-015-2690-5

Oraman Y, 2014. An analytic study of organic food industry as part of healthy eating habit in Turkey: Market growth, challenges and prospects. Procedia Soc Behav Sci 150: 1030-1039. https://doi.org/10.1016/j.sbspro.2014.09.115

Oraman Y, Unakitan G, 2010. Analysis of factors influencing organic fruit and vegetable purchasing in Istanbul, Turkey. Ecol Food Nutr 49 (6): 452-466. https://doi.org/10.1080/03670244.2010.524105

Prada M, Garrido MV, Rodrigues D, 2017. Lost in processing? Perceived healthfulness, taste and caloric content of whole and processed organic food. Appetite 114: 175-186. https://doi.org/10.1016/j.appet.2017.03.031

Rana J, Paul J, 2017. Consumer behavior and purchase intention for organic food: A review and research agenda. J Retail Consum Serv 38: 157-165. https://doi.org/10.1016/j.jretconser.2017.06.004

Roig JCF, Garcia JS, Tena MAM, Monzonis JL, 2006. Customer perceived value in banking services. Int J Bank Mark 24 (5): 266-283. https://doi.org/10.1108/02652320610681729

Rong-Da Liang A, Lim WM, 2020. Why do consumers buy organic food? Results from an S-O-R model. Asia Pac J Mark Logist 33 (2): 394-415. https://doi.org/10.1108/APJML-03-2019-0171

Salazar-Ordóñez M, Schuberth F, Cabrera ER, Arriaza M, Rodríguez-Entrena M, 2018. The effects of person-related and environmental factors on consumers' decision-making in agri-food markets: The case of olive oils. Food Res Int 112: 412-424. https://doi.org/10.1016/j.foodres.2018.06.031

Salazar-Ordóñez M, Rodríguez-Entrena M, 2019. Hybridizing consumer behavioural approaches on agrifood markets: Attitudes, judgements and choices. Span J Agric Res 17 (2): e0109. https://doi.org/10.5424/sjar/2019172-14155

Sánchez J, Callarisa L, Rodriguez RM, Moliner MA, 2006. Perceived value of the purchase of a tourism product. Tour Manag 27 (3): 394-409. https://doi.org/10.1016/j.tourman.2004.11.007

Sánchez-Fernández R, Iniesta-Bonillo MA, 2009. Efficiency and quality as economic dimensions of perceived value: Conceptualization, measurement, and effect on satisfaction. J Retail Consum Serv 16 (6): 425-433. https://doi.org/10.1016/j.jretconser.2009.06.003

Sánchez-Fernández R, Iniesta-Bonillo MA, Holbrook MB, 2009. The conceptualisation and measurement of consumer value in services. Int J Mark Res 51 (1): 1-17. https://doi.org/10.1177/147078530905100108

Santeramo FG, Carlucci D, De Devitiis B, Seccia A, Stasi A, Viscecchia R, Nardone G, 2018. Emerging trends in European food, diets and food industry. Food Res Int 104: 39-47. https://doi.org/10.1016/j.foodres.2017.10.039

Schifferstein HN, Ophuis, PAO, 1998. Health-related determinants of organic food consumption in the Netherlands. Food Qual Prefer 9 (3): 119-133. https://doi.org/10.1016/S0950-3293(97)00044-X

Seegebarth B, Behrens, SH, Klarmann C, Hennigs N, Scribner LL, 2016. Customer value perception of organic food: cultural differences and cross-national segments. Brit Food J 118 (2): 396-411. https://doi.org/10.1108/BFJ-07-2015-0235

Seyfang G, 2006. Eco-friendly citizenship and sustainable consumption: Examining local organic food networks. J Rural Stud 22 (4): 383-395. https://doi.org/10.1016/j.jrurstud.2006.01.003

Seyfang G, 2008. Avoiding Asda? Exploring consumer motivations in local organic food networks. Local Environ 13 (3): 187-201. https://doi.org/10.1080/13549830701669112

Shafie FA, Rennie D, 2012. Consumer perceptions towards organic food. Procedia Soc Behav Sci 49: 360-367. https://doi.org/10.1016/j.sbspro.2012.07.034

Sheth JN, Newman BI, Gross BL, 1991. Why we buy what we buy: A theory of consumption values. J Bus Res 22 (2): 159-170. https://doi.org/10.1016/0148-2963(91)90050-8

Shin J, Mattila AS, 2019. When organic food choices shape subsequent food choices: The interplay of gender and health consciousness. Int J Hos Manag 76: 94-101. https://doi.org/10.1016/j.ijhm.2018.04.008

Singh A, Verma P, 2017. Factors influencing Indian consumers' actual buying behaviour towards organic food products. J Clean Prod 167: 473-483. https://doi.org/10.1016/j.jclepro.2017.08.106

Smith S, Paladino A, 2010. Eating clean and green? Investigating consumer motivations towards the purchase of organic food. Australas Mark J 18 (2): 93-104. https://doi.org/10.1016/j.ausmj.2010.01.001

Stockdale E, Watson C, 2008. Organic farming and food systems: definitions and key characteristics. In: Health benefits of organic food: effects of the environment; Givens, DI et al. (eds.). pp: 1-18. CABI, Oxfordshire. https://doi.org/10.1079/9781845934590.0001

Sung J, Woo H, 2019. Investigating male consumers' lifestyle of health and sustainability (LOHAS) and perception toward slow fashion. J Retail Consum Serv 49: 120-128. https://doi.org/10.1016/j.jretconser.2019.03.018

Sweeney JC, Soutar GN, 2001. Consumer perceived value: The development of a multiple item scale. J Retail 77 (2): 203-220. https://doi.org/10.1016/S0022-4359(01)00041-0

Sweeney JC, Soutar GN, Johnson LW, 1999. The role of perceived risk in the quality-value relationship: a study in a retail environment. J Retail 75 (1): 77-105. https://doi.org/10.1016/S0022-4359(99)80005-0

Teng CC, Lu CH, 2016. Organic food consumption in Taiwan: Motives, involvement, and purchase intention under the moderating role of uncertainty. Appetite 105: 95-105. https://doi.org/10.1016/j.appet.2016.05.006

Thøgersen J, Zhou Y, Huang G, 2016. How stable is the value basis for organic food consumption in China? J Clean Prod 134: 214-224. https://doi.org/10.1016/j.jclepro.2015.06.036

Ueasangkomsate P, Santiteerakul S, 2016. A study of consumers' attitudes and intention to buy organic foods for sustainability. Procedia Environ Sci 34: 423-430. https://doi.org/10.1016/j.proenv.2016.04.037

Vega-Zamora M, Torres-Ruiz FJ, Parras-Rosa M, 2019. Towards sustainable consumption: Keys to communication for improving trust in organic foods. J Clean Prod 216: 511-519. https://doi.org/10.1016/j.jclepro.2018.12.129

Verhallen TM, 1982. Scarcity and consumer choice behavior. J Econ Psychol 2 (4): 299-322. https://doi.org/10.1016/0167-4870(82)90034-4

Vigneron F, Johnson LW, 2004. Measuring perceptions of brand luxury. J Brand Manag 11 (6): 484-506. https://doi.org/10.1057/palgrave.bm.2540194

Vogt G, 2007. The origins of organic farming. In: Organic farming: an international history; Lockeretz W (eds.), pp: 9-29. CABI, Oxfordshire, UK. https://doi.org/10.1079/9780851998336.0009

Wang E, 2013. The influence of visual packaging design on perceived food product quality, value, and brand preference. Int J Retail Distrib Manag 41 (10): 805-816. https://doi.org/10.1108/IJRDM-12-2012-0113

Wiedmann KP, Hennigs N, Siebels A, 2007. Measuring consumers' luxury value perception: a cross-cultural framework. Acad Mark Sci Rev, Vol 7. https://www.ams-web.org/page/OriginalAMSR/articles/wiedmann07-2007.pdf

Yadav R, 2016. Altruistic or egoistic: Which value promotes organic food consumption among young consumers? A study in the context of a developing nation. J Retail Consum Serv 33: 92-97. https://doi.org/10.1016/j.jretconser.2016.08.008

Yang Z, Peterson RT, 2004. Customer perceived value, satisfaction, and loyalty: The role of switching costs. Psychol Mark 21 (10): 799-822. https://doi.org/10.1002/mar.20030

Yazdanpanah M, Forouzani M, 2015. Application of the theory of planned behaviour to predict Iranian students' intention to purchase organic food. J Clean Prod 107: 342-352. https://doi.org/10.1016/j.jclepro.2015.02.071

Zeithaml VA, 1988. Consumer perceptions of price, quality and value: A means-end model and synthesis of evidence. J Mark 52: 2-22. https://doi.org/10.1177/002224298805200302

Published
2021-08-12
How to Cite
KöseS. G., & Kırcova İbrahim. (2021). Using theory of consumption values to predict organic food purchase intention: Role of health consciousness and eco-friendly LOHAS tendency. Spanish Journal of Agricultural Research, 19(3), e0109. https://doi.org/10.5424/sjar/2021193-16640
Section
Agricultural economics