Open AccessMeasuring Involvement for Organic Food Products: Testing and Identifying the Variables Affecting Consumer Involvement in Selected Urban Dwellings of Gujarat
Author(s) -
Ashwini Joshi,
Amol Ranadive
Publication year - 2021
Publication title -
international journal of science and management studies
Language(s) - English
Resource type - Journals
ISSN - 2581-5946
DOI - 10.51386/25815946/ijsms-v4i4p139
Subject(s) - likert scale , sample (material) , affection , psychology , test (biology) , scale (ratio) , marketing , statistics , mathematics , geography , social psychology , business , paleontology , chemistry , cartography , chromatography , biology
The main aim of this research was to first design, test and validate a structured tool to measure the construct of consumer involvement for organic food products. To do this, three most populated urban dwellings in the state of Gujarat, India were surveyed. A total sample of 200 respondents was deemed appropriate in terms of the validity of results as well as resources at hand. The three urban dwellings covered under this study were Ahmedabad, Surat and Vadodara. Out of the total sample size, 80 valid responses were collected from Ahmedabad, 70 from Surat and 50 from Vadodara. Initially, a structured tool was developed keeping in mind four basic dimensions which were, Information Search, Affection, Importance and Purchase. The tool had twenty statements asking for respondents’ opinion on a five-point Likert scale ranging from ‘Strongly Agree’ to ‘Strongly Disagree’. Apart from this the questionnaire collected demographic data of the respondents. After collecting data, using factor analysis, four antecedents of involvement were validated since the Eigenvalues for each of them were above 1. Overall, these four antecedents or factors explained 65.71% of the total variance. After statistically validating the tool, consumer involvement was measured and results showed moderately higher involvement. Further analysis was carried out to understand the inter-relationship between the antecedents inter-alia and consumer involvement. Correlation analysis confirmed strong positive correlation between all the antecedents as well as between consumer involvement and its antecedents which further confirmed the validity of this tool. Since correlation was found to be highly positive and significant, it was considered appropriate to establish and test this construct using regression analysis. Regression analysis revealed that all the antecedents had more or less similar impact on consumer involvement for organic food products.