Retailing consumers as the extent to which people

Retailing
of foodstuffs has developed since 1997, when the main outlets of organic
foodstuffs were stores and stalls. (Dimitr and Oberholtzer, 2009). In the analysis of Yiridoe et al.’s (2005) consumer choices motives in the aspect of food without
harmful and poisons ingredients that specially effects on health of human,
situational factors and protection and security is also as a key factor of
organic food to increasing the consumer purchase intention. Because consumers
do not have awareness and enough knowledge that using to evaluate the true quality
of organic foods ( Ford et al., 1988 and Janssen and Hamm, 2012).
Acceptance of the effective goods that is not used in the production of organic
food is those attributes that consumers cannot known or find out even during
purchase or after consumption of the product (Ford et al., 1988).

In consumer decision, many of researches explained that
organic food choice motives that have a positive and significance impact on
purchase intention regarding purchase of organic foods, which in consider
positive attitude of purchase intention as well.(Honkanen et al., 2006, Michaelidou and Hassan, 2008 and Pino et al., 2012).Closely
linked with food-related person’s identity traits may be nourishment involvement,
which need as of late gained addition consideration in the nourishment intake
literature. (Bell and Marshall, 2003, Candel, 2001, Poulsen, 2000, Olsen, 2001 and Rozin et al., 1999).

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Food involvement is described as the level of importance of
food in life of consumers as the extent to which people busy in enjoy
activities that is related with food consumption all along the five stages of
the life cycle of food comprising possession, composition, cooking, eating, and
disposition, talking about food and purchase intention. (Goody, 1982). As
such, the prospective of irregular or lack of information increase consumer uncertainty
that may diminish their organic buy choice motives.(Choe N. et al., 2009, ;Giannakas, 2009). Consumers
initiate uncertainty which may have the technical skills and other expertise to
manage the fundamental needs of OFs, especially harmful pesticides in the
production or growth of food. (Jahn et al., 2006).
In the literature, some studies disclosed that biodiversity preservation is one
of the major challenges, and many conventional farming systems have been
regularly affected from these poisonous and unhealthy organic food problems.(Aertsens et al., 2009, Meyer-Höfer et al., 2015 and Annunziata and Vecchio, 2016). Therefore,
consumers are usually believed on intermediary party confirmation, such as USDA
labels of organic food, for foods purity, freshness and healthy to make
customers satisfied and loyal to increase their purchase decision. (Moser, Raffaelli, & Thilmany-McFadden, 2011). 

1.1.Research Problem

There is no more specific market in Bahawalpur for
organic food. Regardless the agricultural land there is low awareness for
organic food consumption. There is a greater need for companies to formulate
strategies for increasing the level of involvement of consumer purchase
intention of organic food by including these factors of consumption motives i.e.,
Health Consciousness, ecological motives, food safety concern, personal
consumer traits and situational factors.

“You don’t have to cook Fancy or Expensive – Just
Good Food from Pure and Fresh Ingredients”, Julia Carolyn. Companies should make proper setups by
constructing outlets for introducing the organic food because customer’s
attention is rapidly diverting from fast food towards organic food. Being an
agricultural area Bahawalpur has a wide capacity to grow organic food relative
to other developed cities such as Karachi, Islamabad.

Mediator is the key factor

1.3 Research
Objective

The aspiration of this study:

1.     
To explore the
effect of HC, environmental motives, food safety concern, personal consumer
traits and situational factors on CI.

2.     
To analyses the
effect of HC, environmental motives, food safety concern, personal consumer
traits and situational factors with PI.

3.     
To evaluate
mediation of CI between HC, environmental motives, food safety concern,
personal consumer traits, situational factors and PI.

1.4 Research
Question

The following research questions are formed:

1.     
What are the
effect of HC, environmental motives, food safety concern, personal consumer
traits and situational factors on CI?

2.     
What are the
effect of HC, ecological motives, consumer’s food safety concern, personal
consumer traits and some situational factors with PI?

3.     
Does consumer
involvement of organic food mediate between HC, environmental motives, food
safety concern, personal consumer traits, situational factors and PI?

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