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| 3.2 Organic food consumption
The development of organic agribusiness has given consumers more products from which they can choose (Lee, 2016), especially in developed countries (Barański et al., 2017) where consumers have strong preferences toward consuming natural and organic food products(Sydney E. Scott et al., 2018). Demand on organic food is mostly driven by consumer perceptions that organic farming practices in comparison to conventional farming practices are more sustainable, brings environmental sustainability, biodiversity, animal welfare, and food quality and safety benefits(Barański et al., 2017). On the other hand, expansions in modern organic food production process and practices also have been largely Abdalrahman. M. (2019). Consumer Behavior Toward Modern Food Products and Trends 80 Mednarodno inovativno poslovanje = Journal of Innovative Business and Management 11(2), 77-, DOI: 10.32015/JIMB/2019-11-2-9 affected by the ideal of sustainability and environmental concerns. However, for organic consumers, the non-sensory attributes of food goods are more important than sensory attributes, especially personal health benefits and environmental concerns(Ditlevsen et al., 2019), in addition, consumer value set and his pursuit of life equilibrium are all plays an important role in affecting consumers’ food choice decisions (Ditlevsen et al., 2019;Larson, 2018). Consumers assume that organic food is beneficial for their health (Mazzacano D’Amato and Falzon, 2015) because they perceive them as free of pesticides, hormones, and antibiotics (Lee, 2016), taste better, and save the environment. This positive attitude has significantly affected their buying intention of organic food products. However, there is a positive relationship between consumers positive attitude toward buying organic foods and their levels of education and income (Chu, 2018). Consumers attitudes toward organic foods and their consumption patterns are formulated due to significant factors, such as environmental friendliness, care for animal health, and personal wellbeing as well as other external factors as subjective norms and marketing communications. In addition to other internal factors that mainly concern environmental consciousness (Chu, 2018), health realization, and price perception (Chu, 2018; Mazzacano D’Amato and Falzon, 2015). Intention to purchase organic foods is affected by environmental consciousness which relates to individuals’ emotive viewpoint of the environment, such as disliking of others’ who are not caring for the environment (Chu, 2018). But still environmental concerns are not the major driving force behind buying and consuming organic food. The major driving factor seems to be health realization that is defined as “readiness to undertake health actions” (Mazzacano D’Amato and Falzon, 2015). Therefore, consumers consider buying organic products as an investment in their health, since consumers perceptions that organic foods are having higher nutritional value and are produced naturally without using any harmful chemicals, results in positive attitudes toward organic foods. Besides, organic farming practices are seeming to be safer for their health. Another factor that affect consumer attitude is subjective norms that is the outcome of the perceived social pressure of others as people whose opinions are important to consumers (Chu, 2018). tải về 278.68 Kb. Chia sẻ với bạn bè của bạn:
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