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- MakaleAçık Erişim2023Scopus SJRQ2Determining consumers’ intent to purchase organic foods in emerging market: price perception affect in moderated mediation model
Yilmazel, Sefa Emre
The main purpose of this research is to explore whether consumers’ consciousness of health, environment and food safety concern affect their intention to purchase organic foods through attitude mediation and price perception moderation. In the study, a sample of consumers who buy organic food was determined. 386 data were collected in Turkey. Confirmatory factor analysis made in the Amos 22.0 program and hypothesis tests were carried out in the Process Macro with Model 14. The results indicated that consciousness of health, environment and food safety effect consumers’ organic food attitude positively. Further, consumer attitude towards organic food effect their purchase intention. In addition, price perception show moderating effect on this relationship. Moreover attitude mediation effect (full and partial) has been proven. With this study, a comprehensive model has been revealed for emerging countries regarding the purchase of organic foods. Price perception moderating effect between attitude and purchase intention has been proven.
AtıfScopus8WoS9OpenAlex9
İncele - MakaleAçık Erişim2019Do We Know Organic Food Consumers? The Personal and Social Determinants of Organic Food Consumption
Ünal, Sevtap; Deveci, F. Gorgun; Yildiz, Tugba
The main aim of this study is determining which consumption motives and personal and social factors affect organic food buying decisions. Ajzen's Planned Behavior Theory (TPB) is used to explain consumers' organic food selection behaviors. In addition, the moderating role of uncertainty about organic foods and the mediating role of the price of organic foods were tested. Data were gathered via a survey of consumers of organic foods in Turkey. The research model was tested by Structural Equation Modeling (SEM) via Smart PLS3. The findings showed that consumptions motives of healthiness, easiness, mood, and convenience-price of organic foods motivate consumers to buy organic foods. In addition, environmental concern and negative emotions influence on attitudes towards organic foods and purchase intentions. On the other hand, subjective norms and self-monitoring do not influence attitudes towards organic foods and subsequent purchase intentions. Uncertainty has a moderating effect on the relationship between attitudes and purchase intentions whereas price has no mediating effect on the relationship between attitudes and purchase intentions.
AtıfWoS11OpenAlex19İncele