Exploring the causal association among expertise level, preference buying and post-purchase satisfaction for organic products in India
DOI:
https://doi.org/10.31181/10012092023sKeywords:
Consumer behaviour, Organic products, Green marketing, Somers’ d, Kendall’s tau-b, Preference buying, Post-purchase satisfactionAbstract
The purpose of the current study is to examine how consumers' preference-buying behaviours are influenced by their level of expertise and, ultimately, if preference-buying results in post-purchase pleasure. We conduct an empirical analysis based on the views of green product users. For our case study, we take organic foods into account. Environment protection has received more attention in recent years. Organizations have therefore placed a strong emphasis on creating green products. Consumer behaviour has changed in relation to green items as well. One of the focal points for strategic organisational decision-making has been green marketing. However, it is crucial to ask about how consumer behaviour is changing in this setting. In this study, we aim to find out answers to the following research questions such as: Are the customers be satisfied after purchasing the green products? Are the expertise level (EL) of the consumers is compelling for preference buying behaviour (PBB)? Is EL is acting as the predecessor of PBB? RQ4: Does PBB meets with post-purchase satisfaction (PPS) of the consumers? RQ5: Is gender acting as an influencer in the relationship of EL, PBB and PPS? 104 individuals from a variety of demographic backgrounds took part in our survey. To test our ideas, we discover the Kendall's tau-b and Somers'd. The link between EL, PBB, and PPS is supported by statistical analysis results. Additionally, we see that the link between EL, PBB, and PPS is influenced by women's gender.
Downloads
References
Agarwal, B. (2000). Conceptualising environmental collective action: why gender matters. Cambridge journal of economics, 24 (3), 283-310.
Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179-211.
Ajzen, I., & Fishbein, M. (1975). A Bayesian analysis of attribution processes. Psychological bulletin, 82 (2), 261.
Ajzen, I., & Fishbein, M. (1977). Attitude-behaviour relations: A theoretical analysis and review of empirical research. Psychological bulletin, 84 (5), 888.
Alba, J. W., & Hutchinson, J. W. (1987). Dimensions of consumer expertise. Journal of consumer research, 13(4), 411-454.
Anojan, V., & Subaskaran, T. (2015). Consumers preference and consumers buying behaviour on soft drinks: A case study in Northern Province of Sri Lanka. Global Journal of Management and Business Research: E Marketing, 25 (2), 11-33.
Bagozzi, R. P., & Warshaw, P. R. (1990). Trying to consume. Journal of consumer research, 17 (2), 127-140.
Bang, H. K., Ellinger, A. E., Hadjimarcou, J., & Traichal, P. A. (2000). Consumer concern, knowledge, belief, and attitude toward renewable energy: An application of the reasoned action theory. Psychology & Marketing, 17 (6), 449-468.
Barari, S., Caria, S., Davola, A., Falco, P., Fetzer, T., Fiorin, S., Hensel, L., Ivshenko, A., Jachimowicz, J., King, G., Kraft-Todd, G., Ledda, A., MacLennan, M., Mutoi, L., Pagani, C., Reutskaja, E., Roth, C., & Slepoi, F. R. (2020). Evaluating COVID-19 public health messaging in Italy: Self-reported compliance and growing mental health concerns. MedRxiv.
Biswas, S. (2020a). Measuring performance of healthcare supply chains in India: A comparative analysis of multi-criteria decision making methods. Decision Making: Applications in Management and Engineering, 3(2), 162-189.
Biswas, S. (2020b). Exploring the Implications of Digital Marketing for Higher Education using Intuitionistic Fuzzy Group Decision Making Approach. BIMTECH Business Perspective (BSP), pp. 1-19. https://www.bimtech.ac.in/Uploads/image/1494imguf_Biswas_BSP_Proofs-.pdf
Blengini, G. A., Busto, M., Fantoni, M., & Fino, D. (2012). Eco-efficient waste glass recycling: Integrated waste management and green product development through LCA. Waste management, 32 (5), 1000-1008.
Bolboaca, S. D., & Jäntschi, L. (2006). Pearson versus Spearman, Kendall’s tau correlation analysis on structure-activity relationships of biologic active compounds. Leonardo Journal of Sciences, 5 (9), 179-200.
Brossart, D. F., Laird, V. C., & Armstrong, T. W. (2018). Interpreting Kendall’s Tau and Tau-U for single-case experimental designs. Cogent Psychology, 5 (1), 1518687.
Brough, A. R., Wilkie, J. E., Ma, J., Isaac, M. S., & Gal, D. (2016). Is eco-friendly unmanly? The green-feminine stereotype and its effect on sustainable consumption. Journal of consumer research, 43 (4), 567-582.
Chang, C. J., Lan, S., & Chiang, W. T. (2021). The impact of expertise on hedonic escalation: A moderating role of regulatory focus. Journal of Consumer Behaviour, 20 (3), 670-680.
Chen, C. F., & Chen, F. S. (2010). Experience quality, perceived value, satisfaction and behavioural intentions for heritage tourists. Tourism management, 31 (1), 29-35.
Chinnici, G., D’Amico, M., and Pecorino, B. (2002). A multivariate statistical analysis on the consumers of organic products. British Food Journal. 104 (3/4/5), 187-199.
Chung, K. C. (2020). Green marketing orientation: Achieving sustainable development in green hotel management. Journal of Hospitality Marketing & Management, 29 (6), 722-738.
Darby, M. R., & Karni, E. (1973). Free competition and the optimal amount of fraud. The Journal of law and economics, 16 (1), 67-88.
De Silva, D. G., & Pownall, R. A. (2014). Going green: does it depend on education, gender or income? Applied Economics, 46 (5), 573-586.
do Prado, N. B., & Moraes, G. H. S. M. D. (2020). Environmental awareness, consumption of organic products and gender. Revista de Gestão, 27 (4), 353-368.
ElHaffar, G., Durif, F., & Dubé, L. (2020). Towards closing the attitude-intention-behaviour gap in green consumption: A narrative review of the literature and an overview of future research directions. Journal of cleaner production, 275, 122556.
Flynn, B. B., Sakakibara, S., Schroeder, R. G., Bates, K. A., & Flynn, E. J. (1990). Empirical research methods in operations management. Journal of operations management, 9 (2), 250-284.
Forbes. Consumers Demand Sustainable Products And Shopping Formats. (2022). https://www.forbes.com/sites/gregpetro/2022/03/11/consumers-demand-sustainable-products-and-shopping-formats/?sh=361fa7626a06, Accessed 14 July 2023.
Frank, P., & Brock, C. (2018). Bridging the intention–behaviour gap among organic grocery customers: The crucial role of point‐of‐sale information. Psychology & Marketing, 35 (8), 586-602.
Fredricks, G. A., & Nelsen, R. B. (2007). On the relationship between Spearman's rho and Kendall's tau for pairs of continuous random variables. Journal of statistical planning and inference, 137 (7), 2143-2150.
Gelderman, C. J., Schijns, J., Lambrechts, W., & Vijgen, S. (2021). Green marketing as an environmental practice: The impact on green satisfaction and green loyalty in a business‐to‐business context. Business Strategy and the Environment, 30 (4), 2061-2076.
Gleim, M. R., Smith, J. S., Andrews, D., & Cronin Jr, J. J. (2013). Against the green: A multi-method examination of the barriers to green consumption. Journal of retailing, 89 (1), 44-61.
Green Technology and Sustainability Market Statistics: 2030. (2021). https://www.alliedmarketresearch.com/green-technology-and-sustainability-market-A06033, Accessed 14 July 2023.
Greendex_2012_Full_Report_NationalGeographic_GlobeScan. (2012). (https://3ng5l43rkkzc34ep72kj9as1-wpengine.netdna-ssl.com/wp-content/uploads/2017/07/Greendex_2012_Full_Report_NationalGeographic_GlobeScan.pdf), Accessed 22. June 2022).
Griskevicius, V., Tybur, J. M., & Van den Bergh, B. (2010). Going green to be seen: status, reputation, and conspicuous conservation. Journal of personality and social psychology, 98 (3), 392.
Groening, C., Sarkis, J., & Zhu, Q. (2018). Green marketing consumer-level theory review: A compendium of applied theories and further research directions. Journal of cleaner production, 172, 1848-1866.
Gundala, R. R., Nawaz, N., Harindranath, R. M., Boobalan, K., & Gajenderan, V. K. (2022). Does gender moderate the purchase intention of organic foods? Theory of reasoned action. Heliyon, 8 (9), e10478.
Ha, H. Y., & Janda, S. (2012). Predicting consumer intentions to purchase energy‐efficient products. Journal of Consumer Marketing, 29 (7), 461-469.
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E. & Tatham, R.L. (1998). Multivariate Data Analysis (5th ed). Vol. 5, No. 3, 207-219. Upper Saddle River: Prentice Hall.
Hamzaoui Essoussi, L., & Zahaf, M. (2009). Exploring the decision‐making process of Canadian organic food consumers: Motivations and trust issues. Qualitative Market Research: An International Journal, 12(4), 443-459.
He, A. Z., Cai, T., Deng, T. X., & Li, X. (2016). Factors affecting non‐green consumer behaviour: an exploratory study among Chinese consumers. International Journal of Consumer Studies, 40 (3), 345-356.
Herbes, C., Beuthner, C., & Ramme, I. (2020). How green is your packaging—A comparative international study of cues consumers use to recognize environmentally friendly packaging. International Journal of Consumer Studies, 44 (3), 258-271.
Hindu. Indian organic produce find more takers globally. (2022). https://www.thehindubusinessline.com/data-stories/indian-organic-produce-find-more-takers-globally/article65749799.ece, Accessed 18 July 2023.
IBEF Report. (2021). https://www.ibef.org/indianrice/organic-products, Accessed 14 July 2023.
Janssen, M., & Hamm, U. (2012). Product labelling in the market for organic food: Consumer preferences and willingness-to-pay for different organic certification logos. Food quality and preference, 25 (1), 9-22.
Johnstone, M. L., & Tan, L. P. (2015). An exploration of environmentally-conscious consumers and the reasons why they do not buy green products. Marketing Intelligence & Planning, 33 (5), 804-825.
Joshi, Y., & Rahman, Z. (2015). Factors affecting green purchase behaviour and future research directions. International Strategic management review, 3 (1-2), 128-143.
Kim, J. (2016). An extended technology acceptance model in behavioural intention toward hotel tablet apps with moderating effects of gender and age. International Journal of Contemporary Hospitality Management, 28 (8), 1535-1553.
Koehn, N. F. (2001). Brand new: How entrepreneurs earned consumers' trust from Wedgwood to Dell. Boston, MA: Harvard Business School Press.
Kolyesnikova, N., Dodd, T. H., & Wilcox, J. B. (2009). Gender as a moderator of reciprocal consumer behaviour. Journal of Consumer Marketing, 26 (3), 200-213.
Kushwah, S., Dhir, A., & Sagar, M. (2019). Understanding consumer resistance to the consumption of organic food. A study of ethical consumption, purchasing, and choice behaviour. Food Quality and Preference, 77, 1-14.
Li, Z., Sha, Y., Song, X., Yang, K., ZHao, K., Jiang, Z., & Zhang, Q. (2020). Impact of risk perception on customer purchase behaviour: a meta-analysis. Journal of Business & Industrial Marketing, 35 (1), 76-96.
Liao, Y. K., Wu, W. Y., & Pham, T. T. (2020). Examining the moderating effects of green marketing and green psychological benefits on customers’ green attitude, value and purchase intention. Sustainability, 12 (18), 7461.
Lim, D., Baek, T. H., Yoon, S., & Kim, Y. (2020). Colour effects in green advertising. International Journal of Consumer Studies, 44 (6), 552-562.
Lim, W. M., Phang, C. S. C., & Lim, A. L. (2020). The effects of possession-and social inclusion-defined materialism on consumer behaviour toward economical versus luxury product categories, goods versus services product types, and individual versus group marketplace scenarios. Journal of Retailing and Consumer Services, 56, 102158.
Magnusson, M. K., Arvola, A., Hursti, U. K. K., Åberg, L., & Sjödén, P. O. (2001). Attitudes towards organic foods among Swedish consumers. British food journal, 103 (3), 209-227.
Maniatis, P. (2016). Investigating factors influencing consumer decision-making while choosing green products. Journal of Cleaner Production, 132, 215-228.
Martilla, J. A., & James, J. C. (1977). Importance-performance analysis. Journal of marketing, 41 (1), 77-79.
Metsämuuronen, J. (2020). Somers’ D as an Alternative for the Item–Test and Item-Rest Correlation Coefficients in the Educational Measurement Settings. International Journal of Educational Methodology, 6 (1), 207-221.
Metsämuuronen, J. (2021). Directional nature of Goodman–Kruskal gamma and some consequences: identity of Goodman–Kruskal gamma and Somers delta, and their connection to Jonckheere–Terpstra test statistic. Behaviormetrika, 48 (2), 283-307.
Mostafa, M. M. (2007). Gender differences in Egyptian consumers’ green purchase behaviour: the effects of environmental knowledge, concern and attitude. International journal of consumer studies, 31 (3), 220-229.
Nekmahmud, M., & Fekete-Farkas, M. (2020). Why not green marketing? Determinates of consumers’ intention to green purchase decision in a new developing nation. Sustainability, 12 (19), 7880.
Newman, G. E., Gorlin, M., & Dhar, R. (2014). When going green backfires: How firm intentions shape the evaluation of socially beneficial product enhancements. Journal of Consumer Research, 41 (3), 823-839.
Newson, R. (2002). Parameters behind “nonparametric” statistics: Kendall's tau, Somers’ D and median differences. The Stata Journal, 2 (1), 45-64.
Newson, R. (2006). Confidence intervals for rank statistics: Somers’ D and extensions. The Stata Journal, 6 (3), 309-334.
Newson, R. B. (2010). Comparing the predictive powers of survival models using Harrell's C or Somers’ D. The Stata Journal, 10 (3), 339-358.
Norwegian Ministry for the Environment. (1994). https://enb.iisd.org/, Accessed 22 June 2022.
Nowak, C. P., & Konietschke, F. (2021). Simultaneous inference for Kendall’s tau. Journal of Multivariate Analysis, 185, 104767.
Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of marketing research, 17 (4), 460-469.
Ottman, J. A., Stafford, E. R., & Hartman, C. L. (2006). Avoiding green marketing myopia: Ways to improve consumer appeal for environmentally preferable products. Environment: science and policy for sustainable development, 48 (5), 22-36.
Paul, J., Modi, A., and Patel, J. (2016). Predicting green product consumption using theory of planned behaviour and reasoned action. Journal of retailing and consumer services, 29, 123-134.
Peter, J. P., Olson, J. C., & Grunert, K. G. (1999). Consumer behaviour and marketing strategy. London: McGraw-Hill.
Rahnama, H., & Rajabpour, S. (2017). Identifying effective factors on consumers’ choice behaviour toward green products: the case of Tehran, the capital of Iran. Environmental Science and Pollution Research, 24, 911-925.
Rana, J., & Paul, J. (2017). Consumer behaviour and purchase intention for organic food: A review and research agenda. Journal of Retailing and Consumer Services, 38, 157-165.
Sahota, A. (2009). The global market for organic food and drink. In H. Willer, & L. Kilcher (Eds.), The world of organic agriculture. Statistics and emerging trends (pp. 59-64). Bonn: IFOAM-Organics International.
Sahota, A. (2018). The global market for organic food and drink. In H. Willer, & J. Lernoud (Eds.), The world of organic agriculture. Statistics and emerging trends (pp. 146-150). Rheinbreitbach: Research Institute of Organic Agriculture FIBL and IFOAM-Organics International.
Samaddar, K., & Menon, P. (2021). Non-deceptive counterfeit products: a morphological analysis of literature and future research agenda. Journal of Strategic Marketing. https://doi.org/10.1080/0965254X.2020.1772348.
Sen, P. K. (1968). Estimates of the regression coefficient based on Kendall's tau. Journal of the American statistical association, 63 (324), 1379-1389.
Shabbir, M. S., Bait Ali Sulaiman, M. A., Hasan Al-Kumaim, N., Mahmood, A., & Abbas, M. (2020). Green marketing approaches and their impact on consumer behaviour towards the environment—A study from the UAE. Sustainability, 12 (21), 8977.
Shamdasani, P., Chon-Lin, G. O., & Richmond, D. (1993). Exploring green consumers in an oriental culture: Role of personal and marketing mix factors. In L. McAlister & M. L. Rothschild (Eds.), NA - Advances in Consumer Research, Vol. 20 (pp. 488-493). Provo, UT: Association for Consumer Research.
Sharma, A. P. (2021). Consumers’ purchase behaviour and green marketing: A synthesis, review and agenda. International Journal of Consumer Studies, 45 (6), 1217-1238.
Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of business research, 22 (2), 159-170.
Singh, N., and Gupta, K. (2013). Environmental attitude and ecological behaviour of Indian consumers. Social Responsibility Journal, 9 (1), 4-18.
Smith, M. D., & Floro, M. S. (2020). Food insecurity, gender, and international migration in low-and middle-income countries. Food Policy, 91, 101837.
Somers, R. H. (1962). A Similarity between Goodman and Kruskal's Tau and Kendall's Tau, with a Partial Interpretation of the Latter. Journal of the American Statistical Association, 57 (300), 804-812.
Straughan, R. D., & Roberts, J. A. (1999). Environmental segmentation alternatives: a look at green consumer behaviour in the new millennium. Journal of consumer marketing, 16 (6), 558-575.
Szabo, S., & Webster, J. (2021). Perceived greenwashing: the effects of green marketing on environmental and product perceptions. Journal of Business Ethics, 171 (4), 719-739.
The World Bank Report. (2021). https://data.worldbank.org/country/india, Accessed 14 July 2023.
Thøgersen, J. (2010). Country differences in sustainable consumption: The case of organic food. Journal of Macromarketing, 30 (2), 171-185.
Tien, N. H., Ngoc, N. M., Anh, D. B. H., Huong, N. D., Huong, N. T. T., & Phuong, T. N. M. (2020). Green marketing development strategy in post Covid-19 period in Vietnam. International journal of multidisciplinary research and growth evaluation, 1, 101-106.
Tikka, P. M., Kuitunen, M. T., & Tynys, S. M. (2000). Effects of educational background on students' attitudes, activity levels, and knowledge concerning the environment. The journal of environmental education, 31 (3), 12-19.
Tsakiridou, E., Boutsouki, C., Zotos, Y., & Mattas, K. (2008). Attitudes and behaviour towards organic products: an exploratory study. International Journal of Retail & Distribution Management, 36 (2), 158-175.
Uncles, M. D., Dowling, G. R., & Hammond, K. (2003). Customer loyalty and customer loyalty programs. Journal of consumer marketing, 20 (4), 294-316.
Ureña, F., Bernabéu, R., & Olmeda, M. (2008). Women, men and organic food: differences in their attitudes and willingness to pay. A Spanish case study. International Journal of consumer Studies, 32 (1), 18-26.
Vermeir, I., and Verbeke, W. (2008). Sustainable food consumption among young adults in Belgium: Theory of planned behaviour and the role of confidence and values. Ecological economics, 64 (3), 542-553.
Vigar-Ellis, D., Pitt, L., & Berthon, P. (2015). Knowing what they know: A managerial perspective on consumer knowledge. Business Horizons, 58 (6), 679–685.
Wang, Y. S., & Liao, Y. W. (2007). The conceptualization and measurement of m-commerce user satisfaction. Computers in human behaviour, 23 (1), 381-398.
Westbrook, R. A., & Reilly, M. D. (1983). Value-percept disparity: an alternative to the disconfirmation of expectations theory of consumer satisfaction. In R. P. Bagozzi, & A. M. Tybout (Eds.), NA - Advances in Consumer Research, Vol. 10 (pp. 256-261). Ann Abor, MI: Association for Consumer Research.
Wheeler, M., Sharp, A., & Nenycz-Thiel, M. (2013). The effect of ‘green’ messages on brand purchase and brand rejection. Australasian Marketing Journal (AMJ), 21 (2), 105-110.
Willer, H., & Lernoud, J. (Eds.) (2017). The world of organic agriculture. Statistics and emerging trends (pp. 1-336). Frick and Bonn: Research Institute of Organic Agriculture FiBL and IFOAM-Organics International.
Willer, H., Lernoud, J., and Kemper, L. (2018). Summarty. In H. Willer, & J. Lernoud (Eds.), The world of organic agriculture. Statistics and emerging trends (pp. 22-31). Rheinbreitbach: Research Institute of Organic Agriculture FIBL and IFOAM-Organics International.
Willer, H., Meier, C., Schlatter, B., & Travnicek, J. (2022). The state and evolution of organic fruit and vegetables: production and market at a world scale. In XXXI International Horticultural Congress (IHC2022): XII International Symposium on Banana: Celebrating Banana Organic 1367 (pp. 1-12).
Wilson, T. P. (1969). A proportional-reduction-in-error interpretation for Kendall's tau-b. Social Forces, 340-342.
World Food and Agriculture, Statistical Yearbook. (2022), https://www.fao.org/3/cc2211en/cc2211en.pdf, Accessed 14 July 2023.
Yeh, S. Y., & Li, Y. M. (2009). Building trust in m‐commerce: contributions from quality and satisfaction. Online Information Review, 33 (6), 1066-1086.
Young, W., Hwang, K., McDonald, S., & Oates, C. J. (2010). Sustainable consumption: green consumer behaviour when purchasing products. Sustainable development, 18 (1), 20-31.
Zelezny, L. C., Chua, P. P., & Aldrich, C. (2000). New ways of thinking about environmentalism: Elaborating on gender differences in environmentalism. Journal of Social issues, 56 (3), 443-457.
Zelezny, L., & Bailey, M. (2006). A call for women to lead a different environmental movement. Organization & environment, 19 (1), 103-109.
Zhang, J., Zheng, W., & Wang, S. (2020). The study of the effect of online review on purchase behaviour: Comparing the two research methods. International Journal of Crowd Science, 4 (1), 73-86.
