Effect of Perceived Health Benefits and Trust on Customer’s Satisfaction & Willingness to Pay for Organic Foods
DOI:
https://doi.org/10.47203/IJCH.2019.v31i01.020Keywords:
Food, Organic, Personal Satisfaction, Regression Analysis, Motivation, Consumer Behavior, SurveyAbstract
Background: Organic food has captured the market tremendously, yet the attitude and purchase intentions differ invariably. Many researchers have made an attempt to discuss the major barriers and motives to purchase and consume organic food. There is a need to identify how these factors contribute in drawing intention to but the organic food. Objectives: To assess the significance effect of perceived benefits & trust on willingness to pay premium prices for organic foods. Also, to test the effect of perceived benefits and trust on Customer’s satisfaction. Materials and Methods: Data on perceived benefit and trust derived from organic food was collected from 304 respondents from Delhi & NCR students hailing in different demographics through a convenience sampling technique. The authors have used structured, and pre-tested questionnaire. Linear Logistic regression analysis was done using SPSS 21.0 to find association between the perceived benefits and trust on consumer satisfaction and willingness to pay premium prices for organic food. Results: Trust and perceived benefits are the main predictors of WPPP for organic foods. Conclusion: The findings gave valuable insights for marketers to learn organic consumer’s profiles based on socio-economic variables & benefit perception. Other variables could also be used to different consumer segments with respect to their purchase behavior.
Downloads
References
Bhaskaran, S., Polonsky, M., Cary, J. & Fernandez, S. Environmentally sustainable food production and marketing. British Food Journal 2006; 108(8), 677-690.
Aertsens, J., Mondelaers, K., Verbeke, W., Buysse, J. & Huylenbroeck, G. V. The influence of subjective and objective knowledge on attitude, motivations and consumption of organic food. British Food Journal, 2011; 113(11), 1353-1378.
Chen, J. & Lobo, A. Organic food products in China: determinants of consumers’. The International Review of Retail, Distribution and Consumer, 2010; 22(3), 293-314.
Demirgünescedil, B. K. Relative Importance of Perceived Value, Satisfaction and Perceived Risk on Willingness to Pay More. International Review of Management and Marketing, 2015; 5(4), 211-220.
Thogerson, Chinese consumers’ adoption of a 'green innovation'- The case of organic food. Journal of Marketing, 2012; 28(3-4):313-333.
Padel, S. F. Exploring the Gap Between Attitudes and Behavior: Understanding Why Consumers Buy or Do Not Buy Organic Food. British Food Journal, 2005; 107(8), 606-625.
Johnson & Selnes, F. Customer portfolio management: Toward a dynamic theory of exchange relationships. Journal of Marketing, 2004; 68 (2), 1–17.
Giannakas, K. Information Asymmetries and Consumption Decisions in Organic Food Product Markets. Canadian Journal of Agricultural Economics, 2002; 50(1), 35-50.
Chaudhuri, A. & Ray, I. Relationships between satisfaction, trust and commitment in a retail environment, In: Henderson, G.R., & Moore, M.C. (editors), what’s new? What’s next? In Marketing Theory, Education and Practice, American Marketing Association Winter Educators Conference, Feb 14-17, Orlando, FL, 2003; 138-144.
Bjorn Frank, Takao Enkawa, Shane J. Schvaneveldt and Boris Herbas Torrico. Antecedents and consequences of innate willingness to pay for innovations: Understanding motivations and consumer preferences of prospective early adopters. Technological Forecasting and Social Change, 2015: 99, 252-266.
Sekaran, U. Research methods for business: A skill-building approach. New York: J. Wiley; 2000.
Downloads
Published
How to Cite
License
Copyright (c) 2019 Indian Journal of Community Health
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
