E. Chinomona and C.N. Mangoukou Ngouapegne
Vol 16 | Issue 1 pp. 1-10
Abstract
The thriving consumption of organic food is not only motivated by hedonic value, interpersonal influence and preference, it is also the result of the ease of access and availability of organic food in numerous food stores, which has reduced the scarcity of organic food. Factors such as hedonic value, preferences, interpersonal influence and preference allow them to continue to purchase and stock more organic products. The present study focuses on organic products as a fundamental cue likely to impact customers and consumers to continuance purchase intentions and for retailers to market and stock more organic food. Structured questionnaires were distributed to consumers in the Gauteng province only. This study used a quantitative research methodology using Smart PLS 3. This software was employed to test the relationships among the three hypotheses. The results show that there is a positive relationship between the three proposed hypotheses. Based on the findings of this research, recommendations will be made to both the companies and the customers to purchase and stock more organic products. This study is expected to have real-world and academic implications to policy makers for food production companies and retailer shops such as Woolworths, Checkers, Makro, OK and Pick n Pay. In addition, the study will provide new insights and added first- hand knowledge to the existing body of literature, which is scant in South Africa.
Keywords: Organic food, Hedonic value, Interpersonal influence, Preferences, Continuance purchasing intention
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