TY - JOUR
T1 - Identify Customer Involvement During Organic Food Purchase Through FCB Grid
AU - Ghosh, Sanjukta
AU - Barai, Parama
AU - Datta, Biplab
N1 - Publisher Copyright:
© 2018, © 2018 Taylor & Francis Group, LLC.
PY - 2019/7/3
Y1 - 2019/7/3
N2 - The study measures the level of customer involvement related to Organic Food (OF) purchase through FCB Grid. A conceptual model was developed to identify the location of OF in FCB Grid by testing the sequencing of Knowledge, Attitude and Purchase Behavior effects. Two scales were adopted from a study by Ghosh et al. (2016) to measure Knowledge and Attitude pertaining to organic food. Similar such scale with minor moderation was formed for Purchase behavior. 868 responses were analyzed through Structural Equation Model, which indicates that OF falls on the first quadrant of FCB grid and is a high involvement product. This implies Knowledge drives Attitude and Attitude drives Purchase Behavior and demands informative strategy where economic considerations prevail prior to purchase. Organic food production is a sustainable process and positively impacts the livelihood of marginal farmers and will improve the quality of the soil and health of the consumers.
AB - The study measures the level of customer involvement related to Organic Food (OF) purchase through FCB Grid. A conceptual model was developed to identify the location of OF in FCB Grid by testing the sequencing of Knowledge, Attitude and Purchase Behavior effects. Two scales were adopted from a study by Ghosh et al. (2016) to measure Knowledge and Attitude pertaining to organic food. Similar such scale with minor moderation was formed for Purchase behavior. 868 responses were analyzed through Structural Equation Model, which indicates that OF falls on the first quadrant of FCB grid and is a high involvement product. This implies Knowledge drives Attitude and Attitude drives Purchase Behavior and demands informative strategy where economic considerations prevail prior to purchase. Organic food production is a sustainable process and positively impacts the livelihood of marginal farmers and will improve the quality of the soil and health of the consumers.
UR - http://www.scopus.com/inward/record.url?scp=85058635788&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85058635788&partnerID=8YFLogxK
U2 - 10.1080/08974438.2018.1520176
DO - 10.1080/08974438.2018.1520176
M3 - Article
AN - SCOPUS:85058635788
SN - 0897-4438
VL - 31
SP - 237
EP - 254
JO - Journal of International Food and Agribusiness Marketing
JF - Journal of International Food and Agribusiness Marketing
IS - 3
ER -
