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

By Shalini Talwar, Fauzia Jabeen, Anushree Tandon, Mototaka Sakashita, Amandeep Dhir. Journal of Cleaner Production, 2021

225 citations recorded by the source corpus.

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.

Subfields: Marketing, Plant Science

View Paper: https://www.semanticscholar.org/paper/24223f9c730f7f4314b313dccc482a0f3a73cba6

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In Marketing

1. Amandeep Dhir
2. Shalini Talwar
3. Puneet Kaur
4. Mototaka Sakashita
5. Sushant Kumar
6. Mohd. Sadiq
7. Arunima Shah

In Plant Science

1. Shalini Talwar
2. Amandeep Dhir

Citations in the corpus

• Green apparel buying behaviour: A Stimulus–Organism–Behaviour–Consequence (SOBC) perspective on sustainability‐oriented consumption in Japan (2021, methodology): “However, there is an increasing observation that the variables related to consumer behaviour may have non-linear associations (e.g., Talwar, Talwar, et al., 2021).”
• Revisiting food delivery apps during COVID-19 pandemic? Investigating the role of emotions (2021, background): “Research shows unusual consumer purchase behavior during the pandemic (Laato et al., 2020) including financial attitude (Talwar et al., 2021).”
• I love you, but you let me down! How hate and retaliation damage customer-brand relationship (2022, unknown): “On the other hand, Talwar et al. (2021a) revealed that the economic and experience barriers faced during the pandemic reduced the trust of users in FDAs, which, together with the efficiency barriers, led the users to spread negative word of mouth against them.”