Open AccessUsing theory of consumption values to predict organic food purchase intention: Role of health consciousness and eco-friendly LOHAS tendency
Author(s) -
Şirin Gizem Köse,
İbrahim Kırçova
Publication year - 2021
Publication title -
spanish journal of agricultural research
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.337
H-Index - 36
eISSN - 2171-9292
pISSN - 1695-971X
DOI - 10.5424/sjar/2021193-16640
Subject(s) - sustainability , psychology , consciousness , value (mathematics) , marketing , dimension (graph theory) , structural equation modeling , social psychology , business , mathematics , ecology , statistics , neuroscience , pure mathematics , biology
Aim of study: The objective of this study was to investigate the relationship between eco-friendly LOHAS (Lifestyle of Health and Sustainability) tendency, health consciousness, perceived value of organic food and organic food purchase intention in the framework of personality-perception-behavioral intention. Area of study: Turkey. Material and methods: Data were collected from consumers using structured questionnaires. The research model was analyzed with the Partial Least Square Structural Equation Modeling technique. Main results: Results show that eco-friendly LOHAS tendency (β= 0.292, p<0.01), health consciousness (β=0.140, p<0, 05), emotional value (β=0.282, p<0.01), and social value (β=0.099, p<0.05) positively influence intention to purchase organic food, whereas financial value and functional value were not significantly related to intention to purchase organic food. Furthermore, eco-friendly LOHAS tendency and health consciousness are positively related to all dimensions of perceived value of organic food. Research highlights: Findings point out that affective dimension of perceived value of organic food is more considerable than cognitive dimension in a developing country. Emotional value of organic food is more important for consumers who have high level of eco-friendly LOHAS tendency while functional value of organic food is more essential for consumers who a have high level of health consciousness.