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İnvestigation of Organic Food Consumption Behavior in The Context of S-O-R Theory: The Case of Antakya-Hatay

Year 2021, Issue: 58, 177 - 196, 30.04.2021
https://doi.org/10.18070/erciyesiibd.755455

Abstract

In recent years, the degradation of the natural environment and the misused of resources
have led to the conclusion that the environment must be protected. In this context, consumers have
started to attach more importance to organic farming practices and organic foods than ever before.
However, although organic farming practices have increased significantly, the rate of purchasing
organic foods by consumers is still low. In this study, the hypothesis that environmental image
creates environmental trust and satisfaction and this positively affects the environmental word-ofmouth intention is discussed based on organic foods. The first study of this hypothesis based on
organic foods constitutes the original value of this study. A field study was conducted on
households living in Antakya-Hatay to test the relationships in the conceptual model adapted by
Mehriban and Russell. By using a field sampling method, research data were collected with a faceto-face survey. Confirmatory factor analysis (CFA) and structural equation modeling were applied
in the analysis of the data. The findings show that the environmental image of organic foods
(stimuli) leads to positive effect on the environmental word-of-mouth intention for organic foods
(response), if it creates environmental trust on organic foods and environmental
satisfaction with organic foods (organism). 

Thanks

The author acknowledges and is grateful to the students of master program in 2017-2018 term for their efforts in collecting data process.

References

  • Albayrak, T., Caber, M., Moutinho, L., and Herstein, R. (2011). The influence of skepticism on green purchase behavior. International Journal of Business Social Sciences, 2(13), 189-197. http://www.ijbssnet .com/update /index.php/ side-archive.html?id=521
  • Anderson, J.C., and Gerbing, D.W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychology Bulletin, 103(3), 411-413. https://doi.org/10.1037/0033-2909.103.3.411
  • Baron, R.M., and Kenny, D.A. (1986). The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 103(3), 1173-1182. https://doi.apa.org/getdoi.cfm?doi=10.1037/0022-3514.51.6.1173
  • Chang, Y. (2017). The influence of media multitasking on the impulse to buy: A moderated mediation model. Computation Human Behavior, 70, 60-65. https://doi.org/ 10.1016/j.chb.2016.12.071
  • Chen, C. C., and Yao, J. Y. (2018). What drives impulse buying behaviors in a mobile auction? The perspective of the Stimulus-Organism-Response model. Telematics and Informatics, 35(5), 1249-1262. https://doi.org/10.1016/j.tele. 2018.02.007
  • Chen, Y.S. (2010). The drivers of green brand equity: Green brand image, green satisfaction, and green trust. Journal of Business Ethics, 93(2), 307-319. DOI 10.1007/s10551-009-0223-9
  • Choi, H., Jang, J., and Kandampully, J. (2015). Application of the extended VBN theory to understand consumers’ decisions about green hotels. International Journal of Hospitality Management, 51, 87-95. http://dx.doi.org/10.1016/j.ijhm. 2015.08.004
  • Cretu, A.E., and Brodie, R.J. (2007). The influence of brand image and company reputation where manufacturers market to small firms: a customer value perspective. Industrial Marketing Management, 36(2), 230-240. DOI:10.1016/j.indmarman.2005.08.013
  • Ha, Y., and Im, H. (2012). Role of web site design quality in satisfaction and word-of-mouth generation. Journal of Service Management, 23(1), 79-96. https://doi.org/10.1108/09564231211208989
  • Hair, J., Hult, T., Ringle, C., and Sarstedt, M. (2016). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM), London: Sage Publication.
  • Hair, J., Marko, S., Christian, M.R., and Jeannette, A.M. (2012). An assessment of the use of partial least squares structural equation modeling in marketing research. Journal of the Academy Marketing Sciences, 40(3), 414-433. DOI: 10.1007/s11747-011-0261-6
  • Hansen, T., Sorensen, M.I., and Eriksen, M.L.R. (2018). How the interplay between consumer motivations and values influences organic food identity and behavior. Food Policy, 74, 39-52. https://doi.org/10.1016/j.foodpol.2017.11.003
  • Hsu, C.L., and Chen, M.C. (2014). Explaining consumer attitudes and purchase intentions toward organic food: Contributions from regulatory fit and consumer characteristics. Food Quality and Preference, 35, 6-13. DOI:10.1016/j.food qual.2014.01.005
  • IFOAM. (2016). Organic in Europe: Prospects and developments 2016. (2017, April 2), Retrieved from http://shop.fibl.org/fileadmin/documents/shop/1708-organic-europe-2016.pdf.
  • Jeon, H., Jang, J. and Barrett, E.B. (2017). Linking website interactivity to consumer behavioral intention in an online travel community: The mediating role of utilitarian value and online trust. Journal of Quality Assurance in Hospitality & Tourism, 18(2), 125-148. https://doi.org/10.1080/1528008X.2016.1169473
  • Kamboj, S., Sarmah, B., Gupta, S., and Dwivedi, Y. (2018). Examining branding co-creation in brand communities on social media: Applying the paradigm of Stimulus-Organism-Response. International Journal of Information Management, 39, 169-185. https://doi.org/10.1016/j.ijinfomgt.2017.12.001
  • Kaur, S., Lal, A.K., and Bedi, S.S., (2017). Do vendor cues influence purchase intention of online shoppers? An empirical study using SOR framework. Journal of Internet Banking and Commerce, 1-21. https://doi.org/10.1080/1533286 1.2017.1347861. Keller, K.L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(2), 1-22. https://doi.org/10. 1 1 7 7 / 0 0 2224299305700101
  • Konuk, F.A., Rahman, S.U., and Salo, J. (2015). Antecedents of green behavior intentions: A cross country study of Turkey, Finland and Pakistan. International Journal of Consumer Studies, 39(6), 586-596. https://doi.org/10.1111/ijcs.12209
  • Ladhari, R. (2007). The effect of consumption emotions on satisfaction and word‐of‐mouth communications. Psychology & Marketing, 24(12), 1085-1108. https://doi.org/10.1002/mar.20195
  • Lankton, N.K., Wilson, E.V., and Mao, E. (2010). Antecedents and determinants of information technology habit. Information Management, 47(5), 300-307.
  • Laroche, M., Babin, B. J., Lee, Y. K., Kim, E. J., and Griffin, M. (2005). Modeling consumer satisfaction and word‐of‐mouth: restaurant patronage in Korea. Journal of Services Marketing, 19(3), 133-139. https://doi.org/10.1108/088 76040510596803
  • Lee, J.S., Hsu, L.T., Han, H., and Kim, Y. (2010). Understanding how consumers view green hotels: How a hotel’s green image can influence behavioral intentions. Journal of Sustainable Tourism, 18(7), 901-914. https://doi.org/10. 1080/09669581003777747
  • Martinez, P. (2015). Customer loyalty: Exploring its antecedents from a green marketing perspectives. International Journal of Contemporary Hospitality Management, 25(5), 896-917. DOI: 10.1108/IJCHM-03-2014-0115
  • Meesala, A., and Paul, J. (2018). Service quality, consumer satisfaction and loyalty in hospitals: Thinking for the future. Journal of Retailing and Consumer Services, 40, 261-269. https://doi.org/10.1016/j.jretconser.2016.10.011
  • Mehrabian, A., and Russell, J.A. (1974). An Approach to Environmental Psychology. The MIT Press.
  • Moorman, C., Deshpande, R., and Zaltman, G. (1993). Factors affecting trust in market research relationships. Journal of Marketing, 57(1), 81-101. DOI: 10.2307/1252059
  • Oliver, R.L. (2014). Satisfaction: A Behavioral Perspective on the Consumer. Routledge.
  • Prayag, G., Hosany, S., Muskat, B., and Del Chiappa, G. (2017). Understanding the relationships between tourists’ emotional experiences, perceived overall image, satisfaction, and intention of recommend. Journal of Traveling Researches, 56(1), 41-54. https://doi.org/10.1177/0047287515620567
  • Puska, P., Kurki, S., Lähdesmäki, M., Siltaoja, M., and Luomala, H. (2018). Sweet taste of prosocial status signaling: When eating organic foods makes you happy and hopeful. Appetite, 121, 348-359. doi: 10.1016/j.appet.2017.11.102.
  • Rahman, I., Park, J., and Chi, C.G. (2015). Consequences of “greenwashing” consumers’ reactions to hotels’ green initiatives. International Journal of Contemporary Hospitality Management, 27(6), 1054-1081. DOI: 10.1108/IJCHM-04-2014-0202.
  • Ranaweera, C., and Prabhu, J. (2003). On the relative importance of customer satisfaction and trust as determinants of customer retention and positive word of mouth. Journal of Targeting, Measurement and Analysis for Marketing, 12(1), 82-90. https://doi.org/10.1057/palgrave.jt.5740100
  • Sallam, M.A. (2016). An investigation of corporate image effect on WOM: The role of customer satisfaction and trust. International of Business Administration, 7(3), 27. DOI: 10.5430/ijba.v7n3p27
  • Scott, A.I. (2013). Interpretation of the Ultraviolet Spectra of Natural Products. Pergamon Press.
  • Wang, J., Wang, S., Xue, H., Wang, Y., and Li, J. (2018). Green image and consumers’ word-of-mouth intention in the green hotel industry: The moderating effect of Millennials. Journal of Cleaner Production, 181, 426-436. https://doi.org/10.1016/j.jclepro.2018.01.250
  • Westbrook, R. A., and Reilly, M. D. (1983). Value-percept disparity: an alternative to the disconfirmation of expectations theory of consumer satisfaction. ACR North American Advances.
  • Woodside, A. G., Frey, L. L., and Daly, R. T. (1989). Linking sort/ice anlity, customer satisfaction, and behavioral intention. Journal of Health Care Marketing, 9(4), 5-17.
  • Yusof, J.M., Musa, R., and Rahman, S.A. (2012). The effects of green image of retailers on shopping value and store loyalty. Procedia Social Behavior Sciences, 50, 710-721. https://doi.org/10.1016/j.sbspro.2012.08.074
  • Zalecka, A., Bügel, S., Paoletti, F., Kahl, J., Bonanno, A., Dostalova, A., and Rahmann, G. (2014). The influence of organic production on food quality-Research findings, gaps and future challenges. Journal of the Science of Food and Agriculture, 94, 2600-2604. https://doi.org/10.1002/jsfa.6578.
  • Zeithaml, V. A., Berry, L.l., and Parasumaran, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60, 31-46. DOI: 10.2307/1251929

Organik Gıda Tüketimi Davranışının S-O-R Teorisi Bağlamında İncelenmesi: Antakya-Hatay Örneği

Year 2021, Issue: 58, 177 - 196, 30.04.2021
https://doi.org/10.18070/erciyesiibd.755455

Abstract

Son yıllarda doğal çevrenin bozulması ve kaynakların kötüye kullanımı çevrenin
korunması gerektiği sonucunu doğurmuştur. Bu bağlamda tüketiciler, organik tarım uygulamalarına
ve organik gıdalara her zamankinden daha fazla önem vermeye başlamışlardır. Ancak organik
tarım uygulamaları önemli ölçüde artmış olsa da tüketicilerin organik gıda satın alma oranı halen
düşüktür. Bu çalışmada, çevreci imajın çevresel güven ve memnuniyet yarattığı ve bunun da
ağızdan ağıza iletişimi olumlu yönde etkilediği hipotezi organik gıdalar temel alınarak tartışılmıştır.
Bu hipotezin ilk kez organik gıdalara dayalı olarak incelenmesi, bu çalışmanın orijinal değerini
oluşturmaktadır. Mehriban ve Russell tarafından uyarlanan kavramsal modeldeki ilişkileri test
etmek için Antakya-Hatay'da yaşayan hane halkları üzerinde bir saha çalışması yapılmıştır. Veriler
anket yöntemi ile toplanmış ve alan örneklemesi yöntemi uygulanmıştır. Verilerin analizinde
doğrulayıcı faktör analizi (DFA) ve yapısal eşitlik modeli uygulanmıştır. Bulgular, organik gıdaların
çevresel imajının (uyarıcılar), tüketici (organizma) için organik gıdalara karşı çevresel güven ve
çevresel memnuniyet yaratması halinde organik gıdalar için çevresel ağızdan ağza iletişim niyetini
(tepkiyi) olumlu yönde etkilediğini göstermektedir

References

  • Albayrak, T., Caber, M., Moutinho, L., and Herstein, R. (2011). The influence of skepticism on green purchase behavior. International Journal of Business Social Sciences, 2(13), 189-197. http://www.ijbssnet .com/update /index.php/ side-archive.html?id=521
  • Anderson, J.C., and Gerbing, D.W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychology Bulletin, 103(3), 411-413. https://doi.org/10.1037/0033-2909.103.3.411
  • Baron, R.M., and Kenny, D.A. (1986). The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 103(3), 1173-1182. https://doi.apa.org/getdoi.cfm?doi=10.1037/0022-3514.51.6.1173
  • Chang, Y. (2017). The influence of media multitasking on the impulse to buy: A moderated mediation model. Computation Human Behavior, 70, 60-65. https://doi.org/ 10.1016/j.chb.2016.12.071
  • Chen, C. C., and Yao, J. Y. (2018). What drives impulse buying behaviors in a mobile auction? The perspective of the Stimulus-Organism-Response model. Telematics and Informatics, 35(5), 1249-1262. https://doi.org/10.1016/j.tele. 2018.02.007
  • Chen, Y.S. (2010). The drivers of green brand equity: Green brand image, green satisfaction, and green trust. Journal of Business Ethics, 93(2), 307-319. DOI 10.1007/s10551-009-0223-9
  • Choi, H., Jang, J., and Kandampully, J. (2015). Application of the extended VBN theory to understand consumers’ decisions about green hotels. International Journal of Hospitality Management, 51, 87-95. http://dx.doi.org/10.1016/j.ijhm. 2015.08.004
  • Cretu, A.E., and Brodie, R.J. (2007). The influence of brand image and company reputation where manufacturers market to small firms: a customer value perspective. Industrial Marketing Management, 36(2), 230-240. DOI:10.1016/j.indmarman.2005.08.013
  • Ha, Y., and Im, H. (2012). Role of web site design quality in satisfaction and word-of-mouth generation. Journal of Service Management, 23(1), 79-96. https://doi.org/10.1108/09564231211208989
  • Hair, J., Hult, T., Ringle, C., and Sarstedt, M. (2016). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM), London: Sage Publication.
  • Hair, J., Marko, S., Christian, M.R., and Jeannette, A.M. (2012). An assessment of the use of partial least squares structural equation modeling in marketing research. Journal of the Academy Marketing Sciences, 40(3), 414-433. DOI: 10.1007/s11747-011-0261-6
  • Hansen, T., Sorensen, M.I., and Eriksen, M.L.R. (2018). How the interplay between consumer motivations and values influences organic food identity and behavior. Food Policy, 74, 39-52. https://doi.org/10.1016/j.foodpol.2017.11.003
  • Hsu, C.L., and Chen, M.C. (2014). Explaining consumer attitudes and purchase intentions toward organic food: Contributions from regulatory fit and consumer characteristics. Food Quality and Preference, 35, 6-13. DOI:10.1016/j.food qual.2014.01.005
  • IFOAM. (2016). Organic in Europe: Prospects and developments 2016. (2017, April 2), Retrieved from http://shop.fibl.org/fileadmin/documents/shop/1708-organic-europe-2016.pdf.
  • Jeon, H., Jang, J. and Barrett, E.B. (2017). Linking website interactivity to consumer behavioral intention in an online travel community: The mediating role of utilitarian value and online trust. Journal of Quality Assurance in Hospitality & Tourism, 18(2), 125-148. https://doi.org/10.1080/1528008X.2016.1169473
  • Kamboj, S., Sarmah, B., Gupta, S., and Dwivedi, Y. (2018). Examining branding co-creation in brand communities on social media: Applying the paradigm of Stimulus-Organism-Response. International Journal of Information Management, 39, 169-185. https://doi.org/10.1016/j.ijinfomgt.2017.12.001
  • Kaur, S., Lal, A.K., and Bedi, S.S., (2017). Do vendor cues influence purchase intention of online shoppers? An empirical study using SOR framework. Journal of Internet Banking and Commerce, 1-21. https://doi.org/10.1080/1533286 1.2017.1347861. Keller, K.L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(2), 1-22. https://doi.org/10. 1 1 7 7 / 0 0 2224299305700101
  • Konuk, F.A., Rahman, S.U., and Salo, J. (2015). Antecedents of green behavior intentions: A cross country study of Turkey, Finland and Pakistan. International Journal of Consumer Studies, 39(6), 586-596. https://doi.org/10.1111/ijcs.12209
  • Ladhari, R. (2007). The effect of consumption emotions on satisfaction and word‐of‐mouth communications. Psychology & Marketing, 24(12), 1085-1108. https://doi.org/10.1002/mar.20195
  • Lankton, N.K., Wilson, E.V., and Mao, E. (2010). Antecedents and determinants of information technology habit. Information Management, 47(5), 300-307.
  • Laroche, M., Babin, B. J., Lee, Y. K., Kim, E. J., and Griffin, M. (2005). Modeling consumer satisfaction and word‐of‐mouth: restaurant patronage in Korea. Journal of Services Marketing, 19(3), 133-139. https://doi.org/10.1108/088 76040510596803
  • Lee, J.S., Hsu, L.T., Han, H., and Kim, Y. (2010). Understanding how consumers view green hotels: How a hotel’s green image can influence behavioral intentions. Journal of Sustainable Tourism, 18(7), 901-914. https://doi.org/10. 1080/09669581003777747
  • Martinez, P. (2015). Customer loyalty: Exploring its antecedents from a green marketing perspectives. International Journal of Contemporary Hospitality Management, 25(5), 896-917. DOI: 10.1108/IJCHM-03-2014-0115
  • Meesala, A., and Paul, J. (2018). Service quality, consumer satisfaction and loyalty in hospitals: Thinking for the future. Journal of Retailing and Consumer Services, 40, 261-269. https://doi.org/10.1016/j.jretconser.2016.10.011
  • Mehrabian, A., and Russell, J.A. (1974). An Approach to Environmental Psychology. The MIT Press.
  • Moorman, C., Deshpande, R., and Zaltman, G. (1993). Factors affecting trust in market research relationships. Journal of Marketing, 57(1), 81-101. DOI: 10.2307/1252059
  • Oliver, R.L. (2014). Satisfaction: A Behavioral Perspective on the Consumer. Routledge.
  • Prayag, G., Hosany, S., Muskat, B., and Del Chiappa, G. (2017). Understanding the relationships between tourists’ emotional experiences, perceived overall image, satisfaction, and intention of recommend. Journal of Traveling Researches, 56(1), 41-54. https://doi.org/10.1177/0047287515620567
  • Puska, P., Kurki, S., Lähdesmäki, M., Siltaoja, M., and Luomala, H. (2018). Sweet taste of prosocial status signaling: When eating organic foods makes you happy and hopeful. Appetite, 121, 348-359. doi: 10.1016/j.appet.2017.11.102.
  • Rahman, I., Park, J., and Chi, C.G. (2015). Consequences of “greenwashing” consumers’ reactions to hotels’ green initiatives. International Journal of Contemporary Hospitality Management, 27(6), 1054-1081. DOI: 10.1108/IJCHM-04-2014-0202.
  • Ranaweera, C., and Prabhu, J. (2003). On the relative importance of customer satisfaction and trust as determinants of customer retention and positive word of mouth. Journal of Targeting, Measurement and Analysis for Marketing, 12(1), 82-90. https://doi.org/10.1057/palgrave.jt.5740100
  • Sallam, M.A. (2016). An investigation of corporate image effect on WOM: The role of customer satisfaction and trust. International of Business Administration, 7(3), 27. DOI: 10.5430/ijba.v7n3p27
  • Scott, A.I. (2013). Interpretation of the Ultraviolet Spectra of Natural Products. Pergamon Press.
  • Wang, J., Wang, S., Xue, H., Wang, Y., and Li, J. (2018). Green image and consumers’ word-of-mouth intention in the green hotel industry: The moderating effect of Millennials. Journal of Cleaner Production, 181, 426-436. https://doi.org/10.1016/j.jclepro.2018.01.250
  • Westbrook, R. A., and Reilly, M. D. (1983). Value-percept disparity: an alternative to the disconfirmation of expectations theory of consumer satisfaction. ACR North American Advances.
  • Woodside, A. G., Frey, L. L., and Daly, R. T. (1989). Linking sort/ice anlity, customer satisfaction, and behavioral intention. Journal of Health Care Marketing, 9(4), 5-17.
  • Yusof, J.M., Musa, R., and Rahman, S.A. (2012). The effects of green image of retailers on shopping value and store loyalty. Procedia Social Behavior Sciences, 50, 710-721. https://doi.org/10.1016/j.sbspro.2012.08.074
  • Zalecka, A., Bügel, S., Paoletti, F., Kahl, J., Bonanno, A., Dostalova, A., and Rahmann, G. (2014). The influence of organic production on food quality-Research findings, gaps and future challenges. Journal of the Science of Food and Agriculture, 94, 2600-2604. https://doi.org/10.1002/jsfa.6578.
  • Zeithaml, V. A., Berry, L.l., and Parasumaran, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60, 31-46. DOI: 10.2307/1251929
There are 39 citations in total.

Details

Primary Language English
Journal Section Makaleler
Authors

Tülin Ural 0000-0002-1873-8906

Oğuz Oypan 0000-0001-8646-5682

Publication Date April 30, 2021
Acceptance Date January 28, 2021
Published in Issue Year 2021 Issue: 58

Cite

APA Ural, T., & Oypan, O. (2021). İnvestigation of Organic Food Consumption Behavior in The Context of S-O-R Theory: The Case of Antakya-Hatay. Erciyes Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi(58), 177-196. https://doi.org/10.18070/erciyesiibd.755455

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