Work

Pull the Emotional Trigger or the Rational String? A Multi-Group Analysis of Organic Food Consumption

Year: 2022

Type: article

Abstract: The organic food industry in China has been developing fast with the increasing consumer demand for healthier, safer, and more nutritious foods since the epidemic outbreak. It is of great significance to understand the psychological preference of consumers for organic food and adjust the marketing strategy accordingly. In this study, we adopted the multi-group structural equation model (SEM) to analyze 571 questionnaire data and explored the effects of consumers' perception on the sensory appeal of organic food, perception on promotional stimulation, positive emotion, and perceived social value on the purchase intention of organic food. Based on the Stimulus-Organism-Response (S-O-R) model, this study divides the route affecting organic consumption behavior into the rational route and emotional route. It was proved that the emotional route (positive emotion) has a greater impact on the purchase intention of organic food than the rational route (perceived social value). In addition, there are different purchase intentions among different product types. Specifically, compared with organic tea, positive emotion has a greater effect on the purchase intention for organic rice. This study provides an important reference for the organic food-marketing strategy of enterprises.

Source: Foods

DOI: 10.3390/foods11101375

Authors: Qiuqin Zheng, Haimei Zeng, Xintian Xiu, Qiuhua Chen

Institution: Fujian Agriculture and Forestry University

Language: English

Topic: Organic Food and Agriculture

Subfield: Plant Science

Field: Agricultural and Biological Sciences

Domain: Life Sciences

Open Access status: gold

Estimated APC paid: $2,303

Funder: National Social Science Fund of China