The Impact of Identity and Social Influence on Perceived Value and Intention of Purchasing Organic Products and Moderating Effect of Consumer Innovative; Case study: Consumers of Organic Products in Karaj

Document Type : Research Paper

Authors

1 Faculty member of payamenoor university, Department of Management.Tehran, Iran.

2 Business Administration in Financial Management, Payamenoor University, Tehran, Iran.

10.34785/J018.2021.359

Abstract

Today, the importance of dealing with healthy and organic foods, due to the many benefits of these products, has already become clear to everyone. In this regard, the aim of the present study is to investigate the effect of social identity, social influence, perceived value and consumer innovativeness on the intention to Purchasing organic products. This research in terms of purpose is practical and in method is the category of descriptive-survey research. The statistical population of the study is all consumers of organic products in Karaj. After determining the sample size by structural equation modeling, the available cluster sampling method was used. The data collection tool in this study was the standard questionnaire of Persaud and Schillo (2017) study. the reliability of this questionnaire was confirmed by using Cronbach''s alpha coefficient and its combined reliability and its validity was confirmed by content validity and construct validity. to analyze the data used from structural equation modeling with Smart PLS software. After examining the fit of the model, the results show that social identity and social Influence have a significant effect on the intention to purchasing organic products and the mediating role of perceived value of customers confirmed and the role of moderating consumer innovativeness in identity Social impact and social influence impact on the intention to purchasing organic products was not confirmed.

Keywords

References

References
Qader, A., & Khalid, I. (2008). Intention to purchase electronic green products amongst lecturers: An empirical evidence (Doctoral dissertation).‏ MBA Dissertation. Universiti Sains Malaysia, 1-24.
Ahearne, M., Bhattacharya, C. B., & Gruen, T. (2005). Antecedents and consequences of customer-company identification: Expanding the role of relationship marketing. Journal of applied psychology, 90(3), 574-578.
Almasitabar, H., & Namamian, F. (2019). Investigating the Factors Affecting Consumer Purchasing Behavior through the Mediating Role of Client''s Intention Based on the Theory of Planned Behavior. Consumer Behavior Studies Journal, 6 (2), 199-218. (in Persian)
Bartels, J., & Reinders, M. J. (2010). Social identification, social representations, and consumer innovativeness in an organic food context: A cross-national comparison. Food quality and preference, 21(4), 347-352.‏
Beckford, C. L., Jacobs, C., Williams, N., & Nahdee, R. (2010). Aboriginal environmental wisdom, stewardship, and sustainability: lessons from the Walpole Island First Nations, Ontario, Canada. The journal of environmental education, 41(4), 239-248.‏
Bhattacharya, C. B., & Sen, S. (2003). Consumer–company identification: A framework for understanding consumers’ relationships with companies. Journal of marketing, 67(2), 76-88.‏
Chae, H., Kim, S., Lee, J., & Park, K. (2020). Impact of product characteristics of limited edition shoes on perceived value, brand trust, and purchase intention; focused on the scarcity message frequency. Journal of Business Research, 120, 398-406.‏
Chen, YS. (2010). The drivers of green brand equity: Green brand image, green satisfaction, and green trust. Journal of Business Ethics, 93(2), 307-19.
Chen, S. C., & Lin, C. P. (2019). Understanding the effect of social media marketing activities: The mediation of social identification, perceived value, and satisfaction. Technological Forecasting and Social Change, 140, 22-32.
Davari, A., & Reza zadeh, A. (2014). Structural equation modeling with PLS software. Tehran: Publishing Organization of University Jahad. )in Persian(
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of marketing research, 28(3), 307-319.‏
Figueroa, M. R. B., & de Meneses, T. G. L. (2013). The effect of consumer innovativeness in the acceptance of a new food product. An application for the coffee market in Spain. Spanish journal of agricultural research, (3), 578-592.‏
Fisher, R. J., & Price, L. L. (1992). An investigation into the social context of early adoption behavior. Journal of Consumer Research, 19(3), 477-486.‏
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50.‏
Foxall, G. R. (1998). Intention versus context in consumer psychology. Journal of Marketing Management, 14(1-3), 29-62.‏
Ghalawat, S., Parmar, S., Mehla. S., & Girdhar, A. (2019). A Consumer Awareness Study towards Purchasing of Organic Products in Hisar City. Library Philosophy and Practice (e-journal), 9(30), 1-16.
Goetzke, B. I., & Spiller, A. (2014). Health-improving lifestyles of organic and functional food consumers. British Food Journal.‏ 116(3), 510-526.
Grewal, D., Krishnan, R., Baker, J., & Borin, N. (1998). The effect of store name, brand name and price discounts on consumers'' evaluations and purchase intentions. Journal of retailing, 74(3), 331-352.‏
Grewal, D., Levy, M., Lichti, S., & Persaud, A. (2015). Marketing, 3rd Canadian ed., McGraw-Hill Ryerson, Toronto.
He, H., & Li, Y. (2011). CSR and service brand: The mediating effect of brand identification and moderating effect of service quality. Journal of Business Ethics, 100(4), 673-688.‏
Hooman, H. A. (2012). Structural equation modeling using LISREL software. Tehran: Samat Publications. )in Persian(
Hulland, J. (1999). Use of partial least squares (PLS) in strategic management research: A review of four recent studies. Strategic management journal, 20(2), 195-204.‏
Hu, Y. (2010, January). An investigation on the linkage between purchase intention and service quality in the E-commerce context. In 2010 International Conference on Innovative Computing and Communication and 2010 Asia-Pacific Conference on Information Technology and Ocean Engineering (pp. 304-307). IEEE.‏
Kapferer, J. N. (2008). The new strategic brand management: Creating and sustaining brand equity long term. Kogan Page Publishers.‏
Kautish, P., Paul, J., & Sharma, R. (2019). The moderating influence of environmental consciousness and recycling intentions on green purchase behavior. Journal of Cleaner Production, 228, 1425-1436.‏
Khalifa, A. S. (2004). Customer value: a review of recent literature and an integrative configuration. Management decision, 42 (5), 645-666.
Khodabandeh, A., & Lindh, C. (2021). The importance of brands, commitment, and influencers on purchase intent in the context of online relationships. Australasian Marketing Journal, 29(2), 177-186.‏
Kim, M. S., & Hunter, J. E. (1993). Relationships among attitudes, behavioral intentions, and behavior: A meta-analysis of past research, part 2. Communication research, 20(3), 331-364.‏
Klink, R. R., & Athaide, G. A. (2010). Consumer innovativeness and the use of new versus extended brand names for new products. Journal of Product Innovation Management, 27(1), 23-32.‏
Konuk, F. A. (2018). The role of store image, perceived quality, trust and perceived value in predicting consumers’ purchase intentions towards organic private label food. Journal of Retailing and Consumer Services, 43, 304-310.‏
Konuk, F. A. (2019). The influence of perceived food quality, price fairness, perceived value and satisfaction on customers’ revisit and word-of-mouth intentions towards organic food restaurants. Journal of Retailing and Consumer Services, 50, 103-110.‏
Kouchaki, A., Mansouri, H., Ghorbani, M. & Rajabzadeh, M. (2013). Investigating the factors affecting the tendency to consume organic products in Mashhad city, Economics and Agricultural Development, 27 (3), 188-194. )in Persian(
Kuratko, D. F., & Hodgetts, R. M. (2001). Entrepreneurship: Acontemporary approach, 5th Ed., Harcourt College Publisher.
Lai, W. T., & Chen, C. F. (2011). Behavioral intentions of public transit passengers—The roles of service quality, perceived value, satisfaction and involvement. Transport policy, 18(2), 318-325.‏
Langner, S., Hennigs, N., & Wiedmann, K. P. (2013). Social persuasion: targeting social identities through social influencers. Journal of consumer marketing, 30(1), 31-49.
Lee, K., Conklin, M., Cranage, D. A., & Lee, S. (2014). The role of perceived corporate social responsibility on providing healthful foods and nutrition information with health-consciousness as a moderator. International Journal of Hospitality Management, 37, 29-37.‏
Magner, N., Welker, R. B., & Campbell, T. L. (1996). Testing a model of cognitive budgetary participation processes in a latent variable structural equations framework. Accounting and Business Research, 27(1), 41-50.‏
McKeown, M. (2008). The truth about innovation. Pearson Education India.‏
Meng, S. M., Liang, G. S., & Yang, S. H. (2011). The relationships of cruise image, perceived value, satisfaction, and post-purchase behavioral intention on Taiwanese tourists. African Journal of Business Management, 5(1), 19-29.
Midgley, D. F., & Dowling, G. R. (1978). Innovativeness: The concept and its measurement. Journal of consumer research, 4(4), 229-242.‏
Niavarani, S. (2017). 1% share of organic products in the market. )in Persian(
Omar, N. A., Nazri, M. A., Osman, L. H., & Ahmad, M. S. (2017). The effect of demographic factors on consumer intention to purchase organic products in the Klang Valley: An empirical study. Geografia-Malaysian Journal of Society and Space, 12(2).‏
Noorani, R (2018). 15% increase in consumption of organic products. )in Persian(
Parmar, S., & Sahrawat Dr, S. (2019). A Consumer Awareness Study towards Purchasing of Organic Products in Hisar City.‏
Persaud, A., & Schillo, S. R. (2017). Purchasing organic products: role of social context and consumer innovativeness. Marketing Intelligence & Planning.‏
Ramayah, T., Lee, J. W. C., & Mohamad, O. (2010). Green product purchase intention: Some insights from a developing country. Resources, conservation and recycling, 54(12), 1419-1427.‏
Ramos, C. M., & Rodrigues, J. M. (2020). The Influence of Social Networking Technology on Centennials Purchase Intent. In International Conference on Human-Computer Interaction. Springer, Cham,451-465.
Rigatti-Luchini, S., & Mason, M. C. (2010). An empirical assessment of the effects of quality, value and customer satisfaction on consumer behavioral intentions in food events. International Journal of Event Management Research, 5(1), 46-61.‏
Roehrich, G. (2004). Consumer innovativeness: Concepts and measurements. Journal of business research, 57(6), 671-677.‏
Scuderi, A., Bellia, C., Foti, V. T., Sturiale, L., & Timpanaro, G. (2019). Evaluation of consumers’ purchasing process for organic food products. AIMS Agriculture and Food, 4(2), 251-265.‏
Shavitt, S. (1990). The role of attitude objects in attitude functions. Journal of Experimental Social Psychology, 26(2), 124-148.‏
Shukla, P. (2011). Impact of interpersonal influences, brand origin and brand image on luxury purchase intentions: Measuring interfunctional interactions and a cross-national comparison. Journal of world business, 46(2), 242-252.‏
Wiedmann, K. P., Hennigs, N., & Siebels, A. (2009). Value‐based segmentation of luxury consumption behavior. Psychology & Marketing, 26(7), 625-651.‏
Wong, A., & Sohal, A. (2003). Service quality and customer loyalty perspectives on two levels of retail relationships. Journal of services marketing, 17(5), 495-513.
Woodside, A. G., Gibbert, M., & Golfetto, F. (Eds.). (2008). Creating and managing superior customer value. Emerald Group Publishing, 14, 3-25.
Zarei, A., & Naseri Ashtrani, Z. (2019). The Effect of Consumer Behaviour Situation on the Behavioral Response with the Mediation of Perceived Value and Emotional Responses. Consumer Behavior Studies Journal, 5(2), 1-20. )in Persian(
Zhang, F., Sun, S., Liu, C., & Chang, V. (2020). Consumer innovativeness, product innovation and smart toys. Electronic Commerce Research and Applications, 41, 100974

Files

Share

How to cite

Statistics