Antecedents of pregnant women's purchase intentions and willingness to pay a premium for organic food

作者：Konuk Faruk Anil^*

来源：British Food Journal, 2018, 120(7): 1561-1573.

DOI：10.1108/BFJ-11-2017-0631

• Organic food
• Purchase intentions
• Pregnancy
• Willingness to pay a premium

Purpose The purpose of this paper is to examine the effects of health consciousness, environmental concern and customer innovativeness on pregnant women's purchase intentions and willingness to pay (WTP) a premium for organic food.
Design/methodology/approach In order to collect data, a field study was conducted using administrated questionnaires from a convenience sample of pregnant women in Istanbul, Turkey. A structural equations model was used to test the proposed hypotheses.
Findings Results indicated positive effects of health consciousness, environmental concern and customer innovativeness on both purchase intentions and WTP a premium toward organic food. Specifically, it was found that health consciousness had the greatest influence on purchase intentions and WTP a premium.
Originality/value Unlike previous studies, this research focused on pregnant women and aimed to understand the role of health consciousness, environmental concerned and customer innovativeness on purchase intentions and WTP a premium for organic food.

• 出版日期2018