Organic food : a case of Gauteng Province in South Africa

E. Chinomona and C.N. Mangoukou Ngouapegne

Vol 16 | Issue 1 pp. 1-10


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

Back to Volume 16 issue 1

This article may be downloaded from the following locations:


Alamsyah, D.P. & Angliawati,  R.Y. 2015. Buying behavior of organic vegetables  product: the effects of perceptions  of quality and risk. International Journal of Scientific and Technology Research, 4(12): 28-35.

Annunziata, A. & Vecchio, R. 2016. Organic farming and sustainability in food choices: an analysis of consumer preference in Southern Italy. Agriculture and Agricultural Science Procedia 8:193-200.

Bagozzi, R.P., & Yi, Y. 1988. On the evaluation of structural equation models. Journal of Academy of Marketing Science, 16(1): 74-94.

Basaran, U. & Buyukyilmaz,  O. 2015. The effects of utilitarian and hedonic values on young consumers’ satisfaction  and behavioral intentions. Eurasian Journal of Business and Economics, 8(16): 1-18.

Basha,  M.B., Mason,  C., Shamsudin,  M.F., Hussain,  H.I., Salem, A.M. & Ali, A. 2015. Consumer  acceptance  towards  organic food. Global Journal of Interdisciplinary Social Science, 4(3): 29-32.

Çabuk, S., Tanrikulu, C. & Gelibolu, L. 2014. Understanding  organic food consumption: Attitude as a mediator. International Journal of Consumer Studies, 38, 337-345.

Ceschi, S., Canavari, M. & Castellini, A. 2018. Consumer’s preference and willingness to pay for apple attributes: A choice experiment in large retail outlets in Bologna (Italy), Journal of International Food and Agribusiness Marketing, 30(4): 305-322.

Chang, S.H. & Chang, C.W. 2017. Tie strength, green expertise, and interpersonal influences on organic food purchase in an emerging market. British Food Journal, 119(2): 1-31.

Cheah, I. & Phau, I. 2011. Attitudes towards environmentally friendly products the influence of ecoliteracy, interpersonal influence and value orientation. Marketing Intelligence and Planning, 29(5): 452-472.

Chiciudean, G.O., Harun, R., Ilea, M., Chiciudean, D., Arion, F.H., Ilies, G. & Muresan, I.C. 2019. Organic food consumers and purchase intention: A case study in Romania. Agronomy, 9(145): 1-13.

Claret, A., Guerrero, L., Ginés, R., Grau, A., Hernández, M.D., Aguirre, E., Peleteiro, J.B., Fernández-Pato, C., & Rodríguez- Rodríguez, C. 2014. Consumer beliefs regarding farmed versus wild fish. Appetite, 79, 25-31.

Font-i-Furnols,  M. & Guerrero,  L. 2014. Consumer  preference,  behavior and perception  about meat and meat products: An overview. Meat Science, 98, 361-371.

Ghazali, E., Soon, P.C., Mutum, D.S. & Nguyen, B. 2017. Health and cosmetics: Investigating consumers’ values for buying organic personal care products. Journal of Retailing and Consumer Services, 36: 154-163. Hempel, C. & Hamm, U. 2016. How important is local food to organic-minded consumers? Appetite, 96: 309- 318.

He, Z.L., Kim, S.H. & Gong, D.H. 2017. The influence of consumer and product characteristics on intention to repurchase of smart band. International Journal of Asia Digital Art and Design, 1-6.

Ibzan, E., Balarabe, F. & Jakada, B. 2016. Consumer satisfaction and repurchase intentions. Developing Country Studies, 6: 96-100.

Jeffrey, W & Eun-Ju, L. 2006. The effects of utilitarian and hedonic online shopping value on consumer preference and intentions. Journal of Business Research, 1163.

Josiama, B.M. & Henrya, W. 2014. Eatertainment: Utilitarian and hedonic motivations for patronizing fun experience restaurants. / Procedia – Social and Behavioral Sciences, 144: 187-202.

Kazakeviciute, A. & Banyte, J. 2012. The relationship of consumers perceived hedonic value and behavior. Engineering Economics, 23(5): 532-540.

Khare, A. 2014. Consumers’ susceptibility to interpersonal influence as a determining factor of ecologically conscious behaviour. Marketing Intelligence & Planning, 32(1): 2-20.

Kim, H., Lee, E-J. & Hur, W-M. 2013. The normative social influence on eco-friendly consumer behavior: The moderating effect of environmental marketing claims. Clothing and Textiles Research Journal, 30(1): 4-18.

Laerd Statistics. 2013. Determining the correlation coefficient. [Online]. Available at < pc/pearson-correlation-inspss-8.php>. Accessed 15 July 2019.

Lee, S.W., Sung, H.J. & Jeon, H.M. 2019. Determinants of continuous intention on food delivery apps: Extending UTAUT2 with information quality. Sustainability, 11(3141): 1-15.

Lee, S.Y. 2015. Interpersonal influence on online game choices. Computers Human Behavior, 45, 129-136.

Loebnitz, N., Schuitema, G. & Grunert, K.G. 2015. Who buys oddly shaped food and why? Impacts of food shape abnormality and organic labeling on purchase intentions. Psychology and Marketing, 32(4): 408-421.

Lu, L.-C., Chang, H.-H. & Chang, A. 2015. Consumer personality and green buying intention: The Mediate Role of Consumer Ethical Beliefs. Journal of Business Ethics, 127(1): 205-219.

Mascarello, G., Pinto, A., Parise, N., Crovato, S. & Ravarotto, L. 2015. The perception of food quality. Profiling Italian consumers. Appetite, 89, 175-182.

Massey, M., O’Cass, A. & Otahal, P. 2018. A meta-analytic study of the factor driving the purchase of organic food. Appetite, 125: 418-427.

Masiero,  L.,  Pan,  B.  &  Heo,  C.Y.  2016.  Asymmetric  preference  in  hotel  room  choice  and  implications  on  revenue management. International Journal of Hospitality Management, 56: 18-27.

Meng-Hsiang, H., Chia-Hui, Y., Chao-Min & Chun-Ming, C. 2006. A longitudinal investigation of continued online shopping behavior: An extension of the theory of planned behavior. International Journal of human Computer Studies, 897-898.

Miao, L., Lehto, X. & Wei, W. 2014 The hedonic value of hospitality consumption: Evidence from spring break experiences. Journal of Hospitality Marketing & Management, 23(2): 99-121.

Mirabi, V., Akbariyeh, H. & Tahmasebifard, H. 2015. A study of factors affecting on customers purchase intention case study: the agencies of Bono brand Tile in Tehran. Journal of Multidisciplinary Engineering Science and Technology (JMEST), 2(1): 267-273.

Mosunmola, A., Adegbuyi, O., Kehinde, O., Agboola, M. & Olokundun, M. 2019. Percieved value dimensions on online shopping intention: The role of trust and culture. Academy of Strategic Management Journal, 18(1): 1-20.

Nagy-Pércsi, K. & Fogarassy, C. 2019. Important influencing and decision factors in organic food purchasing in Hungary. Sustainability, 11(6075): 1-21.

Nedra, B-A., Sharma, S. & Dakhli, A. 2015. Perception and motivation to purchase organic products in Mediterranean countries an empirical study in Tunisian context. Journal of Research in Marketing and Entrepreneurship, 17(1): 67-90.

Persaud, A. & Schillo, S.R. 2017. Purchasing organic products: Role of social context and consumer innovativeness. Marketing Intelligence and Planning, 35(1): 130-146.

Phuong, N.N.D. & Trang, T.T.D. 2018. Repurchasing intention: The effect of service quality, system quality, information quality and customer satisfaction as a mediating role: A PLS approach of m-commerce ride hailing service in Vietnam. Marketing and Brand Research, 5, 78-95.

Rakic, M., & Rakic, B. 2015. Sustainable lifestyle marketing of individuals: The base of sustainability. Amfiteatru Economic,17(40): 891-908.

Reisch, L., Eberle, U., & Lorek, S. 2013. Sustainable food consumption: an overview of contemporary issues and policies. Sustainability: Science, Practice and Policy, 9(2): 7-25.

Sadachar, A., Khare, A. & Manchiraju, S. 2015. The role of consumer susceptibility to interpersonal influence in predicting green apparel consumption behavior of American youth. Atlantic Marketing Journal, 5(1): 1-17.

Sadasivan, K., Rajakumar, C.S. & Rajinikanth, R. 2011. Involvement and continuous patronage: indicators of consumer’s intention  to  purchase  towards  private  label  brand  extensions.  Atlantic  Marketing  Journal,  4:255-259.

Shuttleworth M. 2015. Internal consistency reliability. [Online]. Available at https:// consistency-reliability. Accessed 15 July 2019.

Suhaily, L. & Soelasih, Y. 2017. What effects repurchase intention of online shopping. International Business Research, 10(12): 113-122.

Tseng, W-C. & Chang, C-H. 2015. A study of consumers’ organic products buying behavior in Taiwan – ecologically conscious consumer behavior as a segmentation variable. International Proceedings of Management and Economy, 43-48.

Xie, J., Gao, Z., Swisher, M. & Zhao, Z. 2016. Consumers’ preferences for fresh broccolis: Interactive effects between country of origin and organic labels. Agriculture Economic, 47(2): 181-191.

Yadav, R. & Pathak, G.S. 2016. Intention to purchase organic food among young consumers: Evidences from a developing nation. Appetite, 96: 122-128.

Younus, S., Rasheed, F. & Zia, A. 2015. Identifying the factors affecting customer purchase intention. Global Journal of Management and Business Research: An Administration and Management, 15(2): 9-14.

Back to Volume 16 issue 1