دانلود مقاله با موضوع مصرف پایدار در رفتار خرید مواد غذایی ارگانیک: مورد کینوا
در قالب pdf و در 19 اسلاید،قابل ویرایش، شامل:
موضوع به انگلیسی:Sustainable consumption in
organic food buying behavior: the
case of quinoa
بخشی از متن:Abstract
Purpose – Using an enhanced version of the theory of reasoned action (TRA), this study investigates the
antecedents of organic quinoa-based food buying intention. In addition to attitude toward this behavioral
intention, the proposed model examines the influence that ecological welfare, political values, and consumerperceived
corporate social responsibility (CSR) of the point of sale exert on consumer willingness to purchase
organic quinoa-based food.
Design/methodology/approach – Structural equation modeling (SEM) was used to analyze the data
collected through an intercept survey conducted at specialized organic stores on a convenience sample of 158
individuals in Italy.
Findings – Although ecological welfare and a retailer’s CSR image positively influence consumer attitude
toward buying organic quinoa-based food, political values negatively affect this attitude. Furthermore,
consumer attitude is found to be a crucial predictor of behavioral intention.
Research implications – At the theoretical level, the results are useful for demonstrating that other
variables, in addition to those used in the traditional TRA, can further explain consumers’ organic food buying
intention. Additionally, the findings might be useful for both quinoa producers and retailers in creating and
executing their marketing and communication strategies.
Originality/value – In addition to contributing to the stream of literature that investigates possible variables
that might increase the predictive power of the TRA, this study sheds some light on organic food purchasing
consumer behavior.
Keywords Theory of reasoned action, Organic food buying intention, Attitude, Ecological welfare, Political
values, CSR, Organic quinoa, SEM
Paper type Research paper
