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Sustainable purchase intentions towards organic food during Covid-19 pandemic: an exploratory study on Indian consumers

Sustainable purchase intentions towards organic food during Covid-19 pandemic: an exploratory... This study aims to determine the factors influencing consumers’ organic food purchase intention during Covid-19 and how Covid-19 impacted these factors. Understanding these factors will assist marketers in making strategic decisions on how to market their products during a crisis.Design/methodology/approachThis study used a quantitative approach. Data were collected online from 278 organic food consumers based in India. The partial least squares-path modelling method was used for data analysis.FindingsThe results revealed that Covid-19 has substantially impacted consumers' health consciousness, environmental concern, availability, price and intention to buy organic food. This study also revealed that health consciousness, environmental concerns and availability of organic food affect consumers’ purchase intention even during the Covid-19. However, it has been found that price consciousness does not influence consumers’ purchase intention during Covid-19.Practical implicationsMarketers should come up with innovative promotional strategies. Providing information related to quality checks on packages, expanding online sales channels, boosting promotional activities and emphasising the long-term benefits of organic food items should be the go-to marketing strategy of organic food.Originality/valueThe study adds value to the extant literature by examining consumers' purchase intention towards organic food using more customised and thorough constructs that appear to be more practical during the challenging times of Covid-19 and whose findings are not restricted by some pre-established theoretical assumptions. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Social Responsibility Journal Emerald Publishing

Sustainable purchase intentions towards organic food during Covid-19 pandemic: an exploratory study on Indian consumers

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References (85)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1747-1117
eISSN
1747-1117
DOI
10.1108/srj-01-2022-0022
Publisher site
See Article on Publisher Site

Abstract

This study aims to determine the factors influencing consumers’ organic food purchase intention during Covid-19 and how Covid-19 impacted these factors. Understanding these factors will assist marketers in making strategic decisions on how to market their products during a crisis.Design/methodology/approachThis study used a quantitative approach. Data were collected online from 278 organic food consumers based in India. The partial least squares-path modelling method was used for data analysis.FindingsThe results revealed that Covid-19 has substantially impacted consumers' health consciousness, environmental concern, availability, price and intention to buy organic food. This study also revealed that health consciousness, environmental concerns and availability of organic food affect consumers’ purchase intention even during the Covid-19. However, it has been found that price consciousness does not influence consumers’ purchase intention during Covid-19.Practical implicationsMarketers should come up with innovative promotional strategies. Providing information related to quality checks on packages, expanding online sales channels, boosting promotional activities and emphasising the long-term benefits of organic food items should be the go-to marketing strategy of organic food.Originality/valueThe study adds value to the extant literature by examining consumers' purchase intention towards organic food using more customised and thorough constructs that appear to be more practical during the challenging times of Covid-19 and whose findings are not restricted by some pre-established theoretical assumptions.

Journal

Social Responsibility Journal – Emerald Publishing

Published: Jan 11, 2024

Keywords: Covid-19; Organic Food; Environmental concern; Health consciousness; Purchase intention

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