Marketing Communications for Organic Products: development and validation of two models leading to purchase intent

Parves Sultan, David PEARSON, Joanna HENRYKS, Tatiana Anisimova

Research output: A Conference proceeding or a Chapter in BookConference contributionpeer-review

2 Downloads (Pure)

Abstract

This paper aims to understand the antecedents of organic food communications, and how organic food communications could contribute in organic food purchase intentions. The current paper is a part of a larger study that collected data from a nationwide online survey during November 2012. This resulted to 1011 usable responses. This paper used Partial Least Square (PLS) based structural equation modeling (SEM) technique. The findings show that there are two major antecedents to perceived organic food communications, namely, controlled marketing communications and perceived organic consumers’ value. The findings also demonstrate three major and significant paths that lead organic food consumers from perceived organic food communication stage to purchase intent stage. These three statistically positive and significant paths are: trust, perception and self-image paths. Thus, the paper explains the role of marketing communications that bridges between consumers’ generally positive attitudes towards organic food and their low level of organic food purchases.
Original languageEnglish
Title of host publicationAustralian and New Zealand Marketing Academy Conference (ANZMAC 2013)
EditorsRod Brodie
Place of PublicationAuckland New Zealand
PublisherAustralian and New Zealand Marketing Academy
Pages1-7
Number of pages7
Volume1
ISBN (Print)9780646563305
Publication statusPublished - 2013
EventAustralian and New Zealand Academy of Management, ANZMAC 2013: Engineering in Our Future - Auckland, Auckland, New Zealand
Duration: 1 Dec 20134 Dec 2013

Conference

ConferenceAustralian and New Zealand Academy of Management, ANZMAC 2013
Abbreviated titleANZMAC 2013
Country/TerritoryNew Zealand
CityAuckland
Period1/12/134/12/13

Fingerprint

Dive into the research topics of 'Marketing Communications for Organic Products: development and validation of two models leading to purchase intent'. Together they form a unique fingerprint.

Cite this