Leyva-Hernández Sandra N, Toledo-López Arcelia, Hernández-Lara Ana B
Instituto Politécnico Nacional, CIIDIR Oaxaca, Oaxaca 71230, Mexico.
Department of Business Management, Universitat Rovira i Virgili, 43204 Reus, Spain.
Foods. 2021 Jan 26;10(2):245. doi: 10.3390/foods10020245.
Socially responsible consumption benefits the environment, the consumer, and the producer. In Mexico, smallholder farmers are vulnerable, and the consumption of organic food products is low. Analysing the purchase intention of organic food products contributes towards generating the most appropriate marketing strategies. Previous models provide evidence that the attitude of the consumer is the biggest predictor of purchase intention. However, little is known about the results of the mediating effect of desire on said relationship. The objective of the study is to analyse the mediating effect of desire on the relationship between attitude and purchase intention. 204 consumers of organic food products were surveyed using a structured, self-administrated questionnaire or through face-to-face interviews, in established retail stores, alternative street markets, and via the web. It was found that when the benefits of organic food products to the consumer, environment, and smallholder farmers are evaluated favourably, then consumer desire is higher, and thus also purchase intention. Consumers have the highest purchase intention for organic food products when their desire to buy them to achieve a goal related with social, personal, and environmental benefits intervenes.
社会责任消费对环境、消费者和生产者都有益。在墨西哥，小农户很脆弱，有机食品的消费量很低。分析有机食品的购买意愿有助于制定最合适的营销策略。以往的模型表明，消费者态度是购买意愿的最大预测因素。然而，对于欲望在上述关系中的中介作用的结果知之甚少。本研究的目的是分析欲望在态度与购买意愿关系中的中介作用。通过在既定的零售店、街边另类市场以及网络上，使用结构化的自填问卷或面对面访谈的方式，对204名有机食品消费者进行了调查。研究发现，当有机食品对消费者、环境和小农户的益处得到积极评价时，消费者的欲望就会更高，购买意愿也会随之提高。当消费者出于实现与社会、个人和环境效益相关目标的购买欲望介入时，他们对有机食品的购买意愿最高。
