What drives willingness to purchase and stated buying behavior toward organic food? A Stimulus–Organism–Behavior–Consequence (SOBC) perspective

Shalini Talwar, Fauzia Jabeen, Anushree Tandon, Mototaka Sakashita, Amandeep Dhir

Research output: Contribution to journalArticlepeer-review

9 Citations (Scopus)

Abstract

The consumption of organic food is gaining ground globally due to consumers’ concerns for personal health and food safety. Several countries, such as Japan, are turning their focus to promoting organic food consumption, but research is scarce on Japan's organic food market. Additionally, despite consumers’ positive predisposition, retail sales in Japan for organic food are low, and there is a need to understand the reason for this disparity. The present study addressed this need by examining factors that may drive consumers’ willingness to purchase (WTP) and stated buying behavior (SBB) toward organic food through the Stimulus–Organism–Behavior–Consequence (SOBC) paradigm. The developed model was tested using cross-sectional data collected from 928 Japanese consumers. Study findings suggest that food safety concerns (FSC) and health consciousness are positively related to openness to change, and ethical self-identity. Further, openness to change and ethical self-identity are positively associated with WTP, while SBB is positively associated with WTP. In addition to this, buying frequency positively moderated the association of self-identity with WTP and WTP with SBB. The study offers critical implications for researchers, marketers and retailers.

Original languageEnglish
Article number125882
JournalJournal of Cleaner Production
Volume293
DOIs
Publication statusPublished - 2021 Apr 15

Keywords

  • Ethical identity
  • Intention–behavior gap
  • Openness to change
  • Organic food
  • Stated buying behavior

ASJC Scopus subject areas

  • Renewable Energy, Sustainability and the Environment
  • Environmental Science(all)
  • Strategy and Management
  • Industrial and Manufacturing Engineering

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