Effects of culture on the intention to purchase in organic food market
Veyssiere, Larissa (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023051811748
https://urn.fi/URN:NBN:fi:amk-2023051811748
Tiivistelmä
The organic food market is a market share in food industry which growth has been accelerated recent years. The reason for this growth has been searched from changing consuming habits and behaviors. Additionally, organic food products are considered products which have special determinants leading consumers’ purchasing decisions. As such research towards these products is actual and necessary in a sight of marketing development. Therefore, understanding limiting and positive determinants leading intention to purchase are mandatory to explain consumer behavior.
By using the theory of planned behavior of Ajzen Icek, individual’s behavior can be explained. The extended theory of planned behavior represents background determinants where culture is mentioned. According to the value theory of Schwartz, culture is modelling individuals’ values. Even if values are a personal guideline, the culture is explained to being a framework for the values.
Determinants for intention of purchase which are treated in this study are the environmental concern, the health concern, the perceived quality, the perceived price, the perceived benefit, and the eating behavior. The framework was settled and identified through previous studies and above-mentioned theories. Primary data was collected with a mixed method survey to ensure data quality. The survey was directed to the audience via student’s personnel network or French and Finnish consumers.
Data has an objective to define the negative and the positive correlations of researched factors for the intention to purchase and identify, thanks to the split data, the effect of different cultural factors. Moreover, the most essentially through this analysis, it has been possible to identify the role of the culture in intention to purchase organic products.
As a result, can be crystallized that culture is strongly affecting the intention to purchase organic products. From six hypothesis two were accepted at a general level and one of each for each culture. This shows that each culture respect different values while purchasing organic goods: Identified factor for French consumers were perceived benefit and for Finnish consumers’ environmental concern.
This knowledge can be connected to different models. In planned behavior model’s background effect theory is confirmed and it could even be further researched if depending on the culture people can be directed towards different behavioral levels. With Schwartz culture theory data can help identify each culture’s value dimension base. These findings can at a managerial level help understand the needs of the consumers and advance customer experience management in organic product markets.
By using the theory of planned behavior of Ajzen Icek, individual’s behavior can be explained. The extended theory of planned behavior represents background determinants where culture is mentioned. According to the value theory of Schwartz, culture is modelling individuals’ values. Even if values are a personal guideline, the culture is explained to being a framework for the values.
Determinants for intention of purchase which are treated in this study are the environmental concern, the health concern, the perceived quality, the perceived price, the perceived benefit, and the eating behavior. The framework was settled and identified through previous studies and above-mentioned theories. Primary data was collected with a mixed method survey to ensure data quality. The survey was directed to the audience via student’s personnel network or French and Finnish consumers.
Data has an objective to define the negative and the positive correlations of researched factors for the intention to purchase and identify, thanks to the split data, the effect of different cultural factors. Moreover, the most essentially through this analysis, it has been possible to identify the role of the culture in intention to purchase organic products.
As a result, can be crystallized that culture is strongly affecting the intention to purchase organic products. From six hypothesis two were accepted at a general level and one of each for each culture. This shows that each culture respect different values while purchasing organic goods: Identified factor for French consumers were perceived benefit and for Finnish consumers’ environmental concern.
This knowledge can be connected to different models. In planned behavior model’s background effect theory is confirmed and it could even be further researched if depending on the culture people can be directed towards different behavioral levels. With Schwartz culture theory data can help identify each culture’s value dimension base. These findings can at a managerial level help understand the needs of the consumers and advance customer experience management in organic product markets.