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Evaluating the effect of values influencing the choice of organic foods

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Abstract

This study delves into the evaluation of consumption values, including Functional Value (FV), Social Value (SV), Emotional Value (EM), Conditional Value (COM), and Epistemic Value (EP), and their impact on the choices made by consumers who prefer organic food items. The research sought to address the influence of various consumption values on consumer behavior, specifically examining the significance of functional, social, emotional, conditional, and epistemic values in the context of organic food preferences. The overarching goal of this paper is to assess how different consumption values shape the actions of consumers, with a particular focus on those who favor organic food items. Research data were gathered through an online questionnaire, yielding a total of 325 responses (62% response rate). Exploratory and confirmatory factor analyses were employed for analysis, and structural equation modeling was used to examine the formulated hypotheses. Significant influences were observed for FV, social value, emotional value, and epistemic value. Notably, epistemic value emerged as the most substantial factor influencing choice behavior (CH). However, the relationship between conditional value and choice behavior was found to be insignificant. The model elucidates 67.4% of the variation in choosing behavior. In interpreting the findings, it was revealed that organizations should strategize to enhance customers' existing knowledge, emphasizing the conversion of non-buyers into purchasers through the presentation of valuable information. This study contributes to the existing literature by providing a comprehensive analysis of various consumption values that impact consumer preferences for environmentally friendly products, such as organic foods.

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Data Availability Statement

All the data is collected from the simulation reports of the software and tools used by the authors. Authors are working on implementing the same using real world data with appropriate permissions.

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Authors and Affiliations

  1. Symbiosis International (Deemed University). Lavale, Pune, India

    Komal Desai

  2. Symbiosis Institute of Business Management, Symbiosis International (Deemed University). Lavale, Pune, 412115, India

    Poornima Tapas

  3. Research and Development Cell, Sri Balaji University, Pune, India

    Manisha Paliwal

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  1. Komal Desai
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  2. Poornima Tapas
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Desai, K., Tapas, P. & Paliwal, M. Evaluating the effect of values influencing the choice of organic foods. Environ Dev Sustain (2024). https://doi.org/10.1007/s10668-024-04836-7

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