TY - JOUR
T1 - Insight into consumers’ organic food choices: evidence from Tunisia, Italy, and France
AU - Kifaya, Raja
AU - Rama, Daniele
AU - Lanciotti, Claudia
AU - Le Gall-Ely, Marine
PY - 2024
Y1 - 2024
N2 - Although there have been many attempts to understand consumer choice, there is
still a lack of consensus regarding the relevance of various factors contributing to
this phenomenon in the context of organic food. In response to that, this research
contributes to the literature by investigating the influence of certain factors, such as
food safety concern, health consciousness, organic food involvement, and organic
price sensitivity, on consumers’ organic food selection. Importantly, it ascertains
the mediating impact of organic food skepticism on this relationship. Data gathered
from 3008 consumers with three different cultural backgrounds were analysed
using a structural equation modeling approach. The results revealed that certain factors
(i.e., safety concern, organic food involvement and health consciousness) have
a positive impact on consumers’ organic food choice. Organic price sensitivity has
a negative impact on consumers’ organic food choice. Furthermore, organic food
skepticism has a mediating impact between these factors and consumers’ organic
food choice. The ultimate goal is to provide fresh perspectives and useful insights
for practitioners desiring to assess consumers’ organic food choices and enhance
their positive evaluation
AB - Although there have been many attempts to understand consumer choice, there is
still a lack of consensus regarding the relevance of various factors contributing to
this phenomenon in the context of organic food. In response to that, this research
contributes to the literature by investigating the influence of certain factors, such as
food safety concern, health consciousness, organic food involvement, and organic
price sensitivity, on consumers’ organic food selection. Importantly, it ascertains
the mediating impact of organic food skepticism on this relationship. Data gathered
from 3008 consumers with three different cultural backgrounds were analysed
using a structural equation modeling approach. The results revealed that certain factors
(i.e., safety concern, organic food involvement and health consciousness) have
a positive impact on consumers’ organic food choice. Organic price sensitivity has
a negative impact on consumers’ organic food choice. Furthermore, organic food
skepticism has a mediating impact between these factors and consumers’ organic
food choice. The ultimate goal is to provide fresh perspectives and useful insights
for practitioners desiring to assess consumers’ organic food choices and enhance
their positive evaluation
KW - Organic food skepticism
KW - Organic food choice
KW - Organic food involvement
KW - Health consciousness
KW - Food safety concern
KW - Organic price sensitivity
KW - Organic food skepticism
KW - Organic food choice
KW - Organic food involvement
KW - Health consciousness
KW - Food safety concern
KW - Organic price sensitivity
UR - http://hdl.handle.net/10807/306158
UR - https://doi.org/10.1007/s43039-024-00106-6
U2 - 10.1007/s43039-024-00106-6
DO - 10.1007/s43039-024-00106-6
M3 - Article
SN - 2662-3323
VL - 2024
SP - N/A/A-N/A/A
JO - Italian Journal of Marketing
JF - Italian Journal of Marketing
ER -