Purchase Intention for Organic Food Products in Mexico: The Mediation of Consumer Desire

Foods

AnaB. Hernández-Lara¹  Arcelia Toledo-López²  SandraN. Leyva-Hernández² 

[1] Department of Business Management, Universitat Rovira i Virgili, 43204 Reus, Spain;Instituto Politécnico Nacional, CIIDIR Oaxaca, Oaxaca 71230, Mexico;

关键词: organic food consumption;    consumer attitude;    consumer desire;    green consumption;    model of goal-directed behaviour;    theory of planned behaviour;   

DOI  :  10.3390/foods10020245

来源: DOAJ

【 摘 要 】

Socially responsible consumption benefits the environment, the consumer, and the producer. In Mexico, smallholder farmers are vulnerable, and the consumption of organic food products is low. Analysing the purchase intention of organic food products contributes towards generating the most appropriate marketing strategies. Previous models provide evidence that the attitude of the consumer is the biggest predictor of purchase intention. However, little is known about the results of the mediating effect of desire on said relationship. The objective of the study is to analyse the mediating effect of desire on the relationship between attitude and purchase intention. 204 consumers of organic food products were surveyed using a structured, self-administrated questionnaire or through face-to-face interviews, in established retail stores, alternative street markets, and via the web. It was found that when the benefits of organic food products to the consumer, environment, and smallholder farmers are evaluated favourably, then consumer desire is higher, and thus also purchase intention. Consumers have the highest purchase intention for organic food products when their desire to buy them to achieve a goal related with social, personal, and environmental benefits intervenes.

【 授权许可】

Unknown