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Modelling consumer behavioural intentions towards food with implications for marketing quality low-input and organic food

Lookup NU author(s): Dr Mitchell Ness, Dr Mary Brennan, Dr Elizabeth Oughton, Emeritus Professor Christopher Ritson, Dr Eric Ruto

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Abstract

The paper is based upon a study of European consumers’ behavioural intentions towards food purchase for four food products in six countries. The analytical method employs a structural equation model within the marketing framework of the quality-value-satisfaction-loyalty (QVSL) paradigm. The paper focuses on country-based versions of the model. The sample consists of 5072 regular consumers of the four products and includes consumers of conventional foods, quality low-input foods and organic foods. The model establishes the determinants of behavioural intentions towards foods that consumers purchase regularly. In addition, it provides the facility to examine the potential of quality low-input foods and organic foods. The results reveal the contribution of satisfaction, perceived value and perceived quality to improving behavioural intentions and how these constructs could contribute to the improved effectiveness of marketing conventional, quality low-input and organic foods to existing and potential consumers.


Publication metadata

Author(s): Ness M, Brennan M, Oughton E, Ritson C, Ruto E

Publication type: Article

Publication status: Published

Journal: Food Quality and Preference

Year: 2010

Volume: 21

Issue: 1

Pages: 100-111

ISSN (print): 0950-3293

ISSN (electronic): 1873-6343

Publisher: Pergamon

URL: http://dx.doi.org/10.1016/j.foodqual.2009.08.012

DOI: 10.1016/j.foodqual.2009.08.012


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