Modelling consumer behavioural intentions towards food with implications for marketing quality low-input and organic food

Mitchell R. Ness, Mitchell Ness, Mary Brennan, Elizabeth Oughton, Christopher Ritson and Eric Ruto

Abstract
The paper is based upon a study of European consumers’ behavioural intentions towards food purchase for four food products in six countries. The analytical method employs a structural equation model within the marketing framework of the quality-value-satisfaction-loyalty (QVSL) paradigm. The paper focuses on country-based versions of the model. The sample consists of 5072 regular consumers of the four products and includes consumers of conventional foods, quality low-input foods and organic foods. The model establishes the determinants of behavioural intentions towards foods that consumers purchase regularly. In addition, it provides the facility to examine the potential of quality low-input foods and organic foods.

The results reveal the contribution of satisfaction, perceived value and perceived quality to improving behavioural intentions and how these constructs could contribute to the improved effectiveness of marketing conventional, quality low-input and organic foods to existing and potential consumers.


Source
Food Quality and Preference (2010) 21: 100-111


Author Locations and Affiliations
University of Newcastle, School of Agriculture, Food and Rural Development, Newcastle upon Tyne, Tyne and Wear NE1 and RU, United Kingdom


Posted January 2010