Hasan Md Mahedi, Al Amin Md, Arefin Md Shamsul, Mostafa Tanjim
Department of Accounting and Information Systems, Jashore University of Science and Technology, Jashore, 7408 Bangladesh.
Department of Marketing, Bangabandhu Sheikh Mujibur Rahman Science and Technology University, Gopalganj, Bangladesh.
Environ Dev Sustain. 2023 May 29:1-51. doi: 10.1007/s10668-023-03284-z.
Consumer behavior in the food industry has undergone significant changes in recent years, largely driven by growing consumer awareness of environmental, technological, religious, and social concerns. As a result, organic food has emerged as a popular alternative to conventionally produced food. Many emerging nations, including Bangladesh, promote its consumption due to its perceived health and safety benefits. Despite this growing trend, there remains a need for more understanding of consumer behavior, particularly concerning their motivations for continuous purchases toward mobile organic food delivery applications. In order to fill this knowledge gap, this study looks at how six indirect predictors (emotional support, informational support, environmental consciousness, religious consciousness, trust, and technological consciousness) affect customer loyalty through the intention to use organic food. This study employed a purposive sampling technique (i.e., judgmental sampling) and collected data from 386 respondents across three cities in Bangladesh. Data analysis was conducted using SmartPLS 3 software. The study found that all predictors, except for technological consciousness, significantly influenced behavioral intention, which, in turn, significantly influenced loyalty. Additionally, the study revealed that the five predictors, excluding technological consciousness, indirectly influenced loyalty through behavioral intention. The results of this study add to the existing literature on organic food by extending social support theory to include consumers' primary motivations, such as environmental, religious, technological, and social consciousness, as predictors of loyalty to use mobile organic food delivery applications. The study highlights the importance of sustainable food consumption in promoting environmental protection, ensuring social justice, creating economic success, and providing valuable insights for implementers looking to expand the organic food market.
近年来，食品行业的消费者行为发生了重大变化，这在很大程度上是由消费者对环境、技术、宗教和社会问题的日益关注所驱动的。因此，有机食品已成为传统生产食品的一种流行替代品。包括孟加拉国在内的许多新兴国家，由于其被认为具有健康和安全益处，因而推广有机食品的消费。尽管这一趋势不断发展，但仍需要更多地了解消费者行为，特别是他们持续购买移动有机食品配送应用程序的动机。为了填补这一知识空白，本研究考察了六个间接预测因素（情感支持、信息支持、环境意识、宗教意识、信任和技术意识）如何通过使用有机食品的意图来影响客户忠诚度。本研究采用了目的抽样技术（即判断抽样），并从孟加拉国三个城市的386名受访者那里收集了数据。使用SmartPLS 3软件进行了数据分析。研究发现，除技术意识外，所有预测因素都对行为意图产生了显著影响，而行为意图又反过来对忠诚度产生了显著影响。此外，研究还表明，除技术意识外的五个预测因素通过行为意图间接影响了忠诚度。本研究的结果通过将社会支持理论扩展到包括消费者的主要动机，如环境、宗教、技术和社会意识，作为使用移动有机食品配送应用程序忠诚度的预测因素，从而丰富了关于有机食品的现有文献。该研究强调了可持续食品消费在促进环境保护、确保社会正义、创造经济成功以及为希望扩大有机食品市场的实施者提供有价值见解方面的重要性。
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