ItemArticle

Predicting Intention to Buy Organic Food during the COVID-19 Pandemic: A multi-group analysis based on the Health Belief Model

Title
Predicting Intention to Buy Organic Food during the COVID-19 Pandemic: A multi-group analysis based on the Health Belief Model
Creator
Alagarsamy S.; Mehrolia S.; Vasudevan M.; Jeevananda S.
Description
The ongoing COVID-19 pandemic has deeply affected physical and psychological health of people. It also had a huge impact on their dietary choices. This study specifically attempts to determine the impact of the constructs of health belief model on consumer purchase intention of organic food in the pandemic scenario. A survey was conducted among 413 Indian organic food consumers. The proposed hypotheses are tested by employing structural equation modeling. The findings highlight those perceived benefits is an important predictor of consumers behavioral intention to buy organic food, followed by cues to action and perceived threats. It is also found that consumers age moderates the impact of perceived threat and perceived barrier on consumers purchase intention, with a 22% difference in model prediction. In conclusion, the health belief model is found to be one of the most suitable models to predict consumer intention toward organic food purchase during the COVID-19 pandemic. 2022 Taylor & Francis Group, LLC.
Source
Journal of International Food and Agribusiness Marketing, Vol-35, No. 4, pp. 508-534.
Date
2023-01-01
Publisher
Routledge
Subject
consumer behavior; COVID-19; food choice; health belief model; moderation; Organic food
Coverage
Alagarsamy S., School of Business, Manipal Academy of Higher Education, Dubai Campus, Dubai, United Arab Emirates; Mehrolia S., School of Business and Management, Christ University, Bangalore, India; Vasudevan M., School of Business and Management, Christ University, Bangalore, India; Jeevananda S., School of Business and Management, Christ University, Bangalore, India
Rights
Restricted Access
Relation
ISSN: 8974438
Format
Online
Language
English
Type
Article

Collection

Articles

Citation

Alagarsamy S.; Mehrolia S.; Vasudevan M.; Jeevananda S., “Predicting Intention to Buy Organic Food during the COVID-19 Pandemic: A multi-group analysis based on the Health Belief Model,” CHRIST (Deemed To Be University) Institutional Repository, accessed February 27, 2025, https://archives.christuniversity.in/items/show/14768.

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