Motives of Willingness to Buy Organic Food under the Moderating Role of Consumer Awareness

Main Article Content

Zohra Ghali


Aims: The present paper aims to study a set of motives favoring the consumer willingness to               buy organic food in the context of developing market (Tunisia). This study also endeavors to examine the moderating role of awareness in the relationships between willingness to buy and its motives.

Place and Duration of Study: This research work was developed from May to December 2019. The hypotheses were tested in a developing country (Tunisia).

Methodology: To test the research hypotheses as well as the overall model fit, the Structural Equation Modeling (SEM) method has been used. A survey was conducted from 16 June to 31 August of 2019 in several supermarkets and organic grocery shops in Tunisia.

Results: The findings of a quantitative study involving 480 Tunisian consumers of organic food products indicate that health consciousness and knowledge of organic food are significant drivers of willingness to buy. The intensity of these relationships is positively moderated by awareness. However, concern for the environment did not prove to exert any significant influence on willingness to buy.

Conclusion: This study provides interesting managerial guidelines for policymakers to switch to organic farming that is beneficial for health and environment. It also allows significant insights for marketers to formulate an effective marketing strategy through exploring some crucial drivers of willingness to buy organic food while enhancing the consumers’ awareness.

Organic food, environmental concern, health consciousness, knowledge, moderating role, awareness, willingness to buy.

Article Details

How to Cite
Ghali, Z. (2020). Motives of Willingness to Buy Organic Food under the Moderating Role of Consumer Awareness. Journal of Scientific Research and Reports, 25(6), 1-11.
Original Research Article


Kareklas I, Carlson JR, Muehling DD. I Eat organic for my benefit and yours: Egoistic and altruistic considerations for purchasing organic food and their implications for advertising strategists. Journal of Advertising. 2014;43(1):18-32.

Junior SSB, Silva D, Gabriel MLDS, Braga WRO. The Effects of Environmental Concern on Purchase of Green Products in Retail. Procedia. Social and Behavioural Sciences. 2015;170:99-108.

Peter T, Caroline S, Meike G, Paul R. Emerging versus developed economy consumer willingness to pay for environmentally sustainable food production: A choice experiment approach comparing Indian, Chinese and United Kingdom lamb consumers, Journal of Cleaner Production. 2016;124:65-72.

Singh A, Verma P. Factors influencing Indian consumers' actual buying behaviour towards organic food products. Journal of Cleaner Production. 2017;167:473-483.

Arli D, Tan LP, Tjiptono F, Yang L. Exploring consumers’ purchase intention towards green products in an emerging market: The role of consumers’ perceived readiness. International Journal of Consumer Studies. 2018;42:389-401.

Gotschi E, Vogel S, Lindenthal T. The role of knowledge, social norms, and attitudes toward organic products and shopping behavior: Survey results from high school students in Vienna. The Journal of Environmental Education.2009;41(2):88-100.

Kapuge KDLR. Determinants of organic food buying behavior: Special reference to organic food purchase intention of Sri Lankan customers. Procedia Food Science. 2016;6:303-308.

Asif M, Xuhui W, Nasiri A, Ayyub S. Determinant factors influencing organic food purchase intention and the moderating role of awareness: A comparative analysis. Food Qual. Prefer. 2018;63:144–150.

Notarnicola B, Tassielli G, Renzulli PA, Castellani V, Sala S. Environmental impact of food consumption in Europe. Journal of Cleaner Production. 2017;140: 753-765.

Popa ME, Mitelut AC, Popa EE, Stan A, Popa VL. Organic foods contribution to nutritional quality and value. Trends in Food Science & Technology.2018;84:15-18.

Burch D, Lyons K, Lawrence G. What do we mean by ‘green’? Consumers, agriculture and the food industry. S. Lockie and B. Pritchard eds. consuming foods, sustaining environments (Brisbane: Australian Academic Press). 2001;33-46.

Smith S, Paladino A. Eating clean and green? Investigating consumer motivations towards the purchase of organic food. Australasian Marketing Journal. 2010; 18(2):93-104.

Suciu NA, Ferrari F, Trevisan M. Organic and conventional food: comparison and future research. Trends in Food Science & Technology. 2018;84:49-51.

Willer Hand, Lernoud J (Eds.). The world of organic agriculture. statistics and emerging trends, Research Institute of Organic Agriculture (FiBL), Frick, and IFOAM – Organics International, Bonn. Version 1.3; 2019.

Ghali Z, Hamdi R. The purchase and consumption motivations of an organic product by the Tunisian consumer: An application on the prickly pear seed oil (PPS). Journal of North African Research in Business. 2015;11:211-233.

Jahangir N, Parvez N, Bhattacharjee D. Determinants of consumers’ willingness to buy: Empirical investigation. ABAC Journal. 2009;29(3):29-37.

Lim WM, Yong JL, Suryadi K. Consumers’ perceived value and willingness to purchase organic food. Journal of Global Marketing. 2014;27:298-307.

Lai CKM, Cheng EWL. Green purchase behavior of undergraduate students in Hong Kong. The Social Science Journal. 2016;53:67-76.

Ramly Z, Hashim NH, Yahya WK, Mohamed SA. Environmentally conscious behavior among Malaysian consumers: An empirical analysis. Journal Pengurusan. 2012;35:111-121.

Al Mamun A, Fazal, S, Bin Ahmad G, Yaacob M, Mohamad MR. Willingness to pay for environmentally friendly products among low-income households along coastal peninsular Malaysia. Sustainability. 2018;10(5):1316.

Yadav R, Pathak GS. Intention to purchase organic food among young consumers: Evidences from a developing nation. Appetite. 2016;96:122–128.

Kai C, Haokai L. Factors affecting consumers’ green commuting. Eurasia J. Math. Sci. Technol. Educ. 2016;12:527–538.

Pagiaslis A, Krontalis AK. Green consumption behavior antecedents: environmental concern, knowledge, and beliefs. Psychology &Marketing. 2014; 31(5):335-348.

Westhoek H, Lesschenb JP, Rood Y, et al. Food choices, health and environment: effects of cutting Europe's meat and dairy intake. Global Environmental Change. 2014;26:196-205.

Teng CC, Lu C. Organic food consumption in Taiwan: Motives, involvement, and purchase intention under the moderating role of uncertainty. Appetite.2016;105:95-105.

Chen K, Deng T. Research on the green purchase intentions from the perspective of product knowledge. Sustainability. 2016;9:943.

Ghvanidze S, Velikova N, Dodd T, Oldewage-Theron W. A discrete choice experiment of the impact of consumers’ environmental values, ethical concerns, and health consciousness on food choices: Across-cultural analysis. British Food Journal. 2017;119:863-881.

Michaelidou N, Hassan LM. The role of health consciousness, food safety concern and ethical identity on attitudes and intentions towards organic food. International Journal of Consumer Studies. 2008;32(2):163-170.

Paul J, Rana J. Consumer behavior and purchase intention for organic food. Journal of Consumer Marketing. 2012; 29(6):412-422.

Laroche M, Bergeron J, Barbaro-Forleo G. Targeting consumers whoa rewilling to pay more for environmentally friendly products. Journal of Consumer Marketing. 2001; 18(6):503–520.

Moorman C, Diehl K, Brinberg D, Kidwell B. Subjective knowledge, search locations, and consumer choice. Journal of Consumer Research. 2004;673-80.

Hutchins R, Greenhalgh L. Organic confusion: Sustaining competitive advantage. British Food Journal. 1997; 99(9):336–338.

Muhammad N, Maina BM, Aljameel KM, Maigandi SA, Buhari S. Nutrient intake and digestibility of Uda rams fed graded levels of Parkia biglobosa (African locust bean) yellow fruit pulp. Int. J. Livest. Res.2016;6(5):33-42.

Effendi I, Ginting P, Lubis AN, Fachruddin KA. Analysis of consumer behaviour of organic food in north Sumatra Province, Indonesia. J. Bus Manag. 2015;4(1):44-58.

Dunlap RE, Jones R (2002). Environmental concern: Conceptual & measurement issues. In Dunlap, Michelson (Eds.), handbook of environmental sociology. London: Greenwood press. 2002;482-542

Adler ES, Clark R. Invitation to social research. New Delhi: Cengage learning; 2006.

Tarkiainen A, Sundqvist S. Subjective norms, attitudes and intentions of finish consumers in buying organic food. British Food Journal. 2005;107(11):808-822.

Roberts JA, Bacon DR. Exploring the subtle relationships between environ=-mental concern and ecologically conscious consumer behavior. Journal of Business Research. 1997;40(1):79-89.

Gracia A, de Magistris T. Organic food product purchase behaviour: a pilot study for urban consumers in the South of Italy. Span. J. Agric. Res.2007;5(4):439-451.

Dodds WD, Monroe K, Grewal D. Effects of price, brand and store information on buyers’ product evaluations. Journal of Marketing Research. 1991;28(3):307- 319.

Sweeney JC, Soutar GN, Johnson LW. The role of perceived risk in the quality-value relationship: A study in a retail environment, Journal of Retailing. 1999; 75(1):77-105.

Hair JF, Black WC, Babin BJ, Anderson RE. Multivariate data analysis. Pearson Prentice Hall: Upper Saddle River. New Jersey; 2010.

Hair JF, Ringle CM, Sarstedt M. Partial least squares structural equation modelling: Rigorous applications, better results and higher acceptance. Long Range Planning. 2013;46(1-2):1-12.

Fornell C, Larcker DF. Evaluating structural equation models with un-observable variables and measurement Error. J. Mark. Res. 1981;18:39.

Byrne BM. Testing for multi group invariance using AMOS graphics: A road less traveled. Struct. Equ. Model: Multidiscip. Journal. 2004;11(2):272-300.

Kautish P, Paul J, Sharma R. The moderating influence of environmental consciousness and recycling intentions on green purchase behaviour. Journal of Cleaner Production. 2019;228:1425-1436.

Magnusson MK, Arvola A, Hursti UKK, Aberg L, Sjoden PO. Choice of organic foods is related to perceived consequences for human health and t environmentally friendly behaviour. Appetite. 2003;0(2):109-117.

Ghali-Zinoubi Z, Toukabri M. The antecedents of the consumer purchase intention: Sensitivity to price and involvement in organic product: Moderating role of product regional identity. Trends Food Sci. Technol. 2019;90:175–179.