Modelling consumer behavioural intentions towards food with implications for marketing quality low-input and organic food

Ness, Mitchell R. and Ness, Mitchell and Brennan, Mary and Oughton, Elizabeth and Ritson, Christopher and Ruto, Eric (2010) Modelling consumer behavioural intentions towards food with implications for marketing quality low-input and organic food. Food Quality and Preference, 21 (1). pp. 100-111. ISSN 0950-3293

Full content URL: http://dx.doi.org/10.1016/j.foodqual.2009.08.012

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Item Type:Article
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Abstract

The paper is based upon a study of European consumers’ behavioural intentions towards food purchase for four food products in six countries. The analytical method employs a structural equation model within the marketing framework of the quality-value-satisfaction-loyalty (QVSL) paradigm. The paper focuses on country-based versions of the model. The sample consists of 5072 regular consumers of the four products and includes consumers of conventional foods, quality low-input foods and organic foods. The model establishes the determinants of behavioural intentions towards foods that consumers purchase regularly. In addition, it provides the facility to examine the potential of quality low-input foods and organic foods. The results reveal the contribution of satisfaction, perceived value and perceived quality to improving behavioural intentions and how these constructs could contribute to the improved effectiveness of marketing conventional, quality low-input and organic foods to existing and potential consumers.

Keywords:Quality low-input food and organic food, Consumer behavioural intentions, Perceived quality, Perceived value, Satisfaction, Structural equation model
Subjects:N Business and Administrative studies > N500 Marketing
D Veterinary Sciences, Agriculture and related subjects > D640 Food and Beverages for the Consumer
Divisions:Lincoln International Business School
ID Code:12571
Deposited On:19 Nov 2013 16:25

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