To Revisit the effect of Drivers of Purchasing Behavior on Purchase Frequencies of Organic Foods
With limited research investigating the effect of social norms and emotions on purchase frequencies of organic foods, this study aimed to identify the main drivers of purchasing behavior that could predict heavy vs. light consumers of organic foods. This study adopted a cross-sectional survey using self-administered questionnaires in a local event named Farm Fest 2016. Data were collected from consumers aged 18 or above who bought organic foods in the past six months. Regression analysis was used to identify drivers of purchasing behavior that induced more consumption of organic foods by comparing purchase frequencies of heavy with light consumers. The odds ratios of taste, respondents’ friends in consuming organic foods, and convenient points of sale for the heavy consumers were 1.628, 1.727 and 1.68 times more than those of the light consumers respectively. Emotions in terms of fear, guilt, and empathy explained 33.6% variance between the heavy and the light organic consumers. Price perception, environmental consideration, animal wellbeing, and green behavior were found not significant in predicting organic buying frequencies. The perceived quality of organic foods, social norms, the number of distribution channels, and emotions were significant predictors of heavy consumers of organic foods.