Intake of Animal-Based Foods and Consumer Behaviour towards Organic Food: The Case of Nepal

This study aims to segment Nepalese consumers based on the frequency of animal-based food intake and thereby the determinants of organic food purchasing behaviour to suggest possible marketing strategies for organic food suppliers. A face-to-face survey was conducted among Nepalese consumers (n = 52...

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Autores principales:	Mausam Budhathoki, Sujita Pandey
Formato:	article
Lenguaje:	EN
Publicado:	MDPI AG 2021
Materias:	organic food consumerism animal-based foods theory of planned behaviour knowledge environmental concern health-consciousness Environmental effects of industries and plants TD194-195 Renewable energy sources TJ807-830 Environmental sciences GE1-350
Acceso en línea:	https://doaj.org/article/3869f70cf1934439977bfa25127a463a
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spelling	oai:doaj.org-article:3869f70cf1934439977bfa25127a463a2021-11-25T19:04:24ZIntake of Animal-Based Foods and Consumer Behaviour towards Organic Food: The Case of Nepal10.3390/su1322127952071-1050https://doaj.org/article/3869f70cf1934439977bfa25127a463a2021-11-01T00:00:00Zhttps://www.mdpi.com/2071-1050/13/22/12795https://doaj.org/toc/2071-1050This study aims to segment Nepalese consumers based on the frequency of animal-based food intake and thereby the determinants of organic food purchasing behaviour to suggest possible marketing strategies for organic food suppliers. A face-to-face survey was conducted among Nepalese consumers (n = 527), underpinned by the theoretical framework, ‘theory of planned behaviour (TPB)’, and extended to include: knowledge, environmental concerns, health-consciousness, and background factors (socio-demographic and lifestyle characteristics). Three segments of consumer types were identified by employing k-means segmentation: All Low (n = 113), High Dairy (n = 246), and High Dairy and Meat (n = 168). A covariance-based structural equation modelling (CB-SEM) analysis indicated that perceived behavioural control (β = 0.438, <i>p</i> < 0.001) was the main predictor of organic food purchasing intention, followed by attitude (β = 0.302, <i>p</i> < 0.001), subjective norms (β = 0.300, <i>p</i> < 0.001), knowledge (β = 0.211, <i>p</i> < 0.001), and environmental concerns (β = 0.208, <i>p</i> < 0.001). Health-consciousness (β = −0.034, <i>p</i> = 0.374) showed no significant impact on organic food purchasing intention. Organic food purchasing intention had a strong positive impact on organic food purchasing behaviour. Socio-demographic and lifestyle characteristics were found to impact behavioural intention indirectly by their effects on attitude, subjective norms, perceived behavioural control, knowledge, and environmental concern. Income also had a direct impact on organic food purchasing behaviour. Further, consumers with a low intake of animal-based foods held positive attitudes towards organic food and had higher environmental concerns. The findings can be used to inform organic food producers and targeted marketing campaigns towards promoting organic food purchasing behaviour in Nepal and similar countries.Mausam BudhathokiSujita PandeyMDPI AGarticleorganic food consumerismanimal-based foodstheory of planned behaviourknowledgeenvironmental concernhealth-consciousnessEnvironmental effects of industries and plantsTD194-195Renewable energy sourcesTJ807-830Environmental sciencesGE1-350ENSustainability, Vol 13, Iss 12795, p 12795 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	organic food consumerism animal-based foods theory of planned behaviour knowledge environmental concern health-consciousness Environmental effects of industries and plants TD194-195 Renewable energy sources TJ807-830 Environmental sciences GE1-350
spellingShingle	organic food consumerism animal-based foods theory of planned behaviour knowledge environmental concern health-consciousness Environmental effects of industries and plants TD194-195 Renewable energy sources TJ807-830 Environmental sciences GE1-350 Mausam Budhathoki Sujita Pandey Intake of Animal-Based Foods and Consumer Behaviour towards Organic Food: The Case of Nepal
description	This study aims to segment Nepalese consumers based on the frequency of animal-based food intake and thereby the determinants of organic food purchasing behaviour to suggest possible marketing strategies for organic food suppliers. A face-to-face survey was conducted among Nepalese consumers (n = 527), underpinned by the theoretical framework, ‘theory of planned behaviour (TPB)’, and extended to include: knowledge, environmental concerns, health-consciousness, and background factors (socio-demographic and lifestyle characteristics). Three segments of consumer types were identified by employing k-means segmentation: All Low (n = 113), High Dairy (n = 246), and High Dairy and Meat (n = 168). A covariance-based structural equation modelling (CB-SEM) analysis indicated that perceived behavioural control (β = 0.438, <i>p</i> < 0.001) was the main predictor of organic food purchasing intention, followed by attitude (β = 0.302, <i>p</i> < 0.001), subjective norms (β = 0.300, <i>p</i> < 0.001), knowledge (β = 0.211, <i>p</i> < 0.001), and environmental concerns (β = 0.208, <i>p</i> < 0.001). Health-consciousness (β = −0.034, <i>p</i> = 0.374) showed no significant impact on organic food purchasing intention. Organic food purchasing intention had a strong positive impact on organic food purchasing behaviour. Socio-demographic and lifestyle characteristics were found to impact behavioural intention indirectly by their effects on attitude, subjective norms, perceived behavioural control, knowledge, and environmental concern. Income also had a direct impact on organic food purchasing behaviour. Further, consumers with a low intake of animal-based foods held positive attitudes towards organic food and had higher environmental concerns. The findings can be used to inform organic food producers and targeted marketing campaigns towards promoting organic food purchasing behaviour in Nepal and similar countries.
format	article
author	Mausam Budhathoki Sujita Pandey
author_facet	Mausam Budhathoki Sujita Pandey
author_sort	Mausam Budhathoki
title	Intake of Animal-Based Foods and Consumer Behaviour towards Organic Food: The Case of Nepal
title_short	Intake of Animal-Based Foods and Consumer Behaviour towards Organic Food: The Case of Nepal
title_full	Intake of Animal-Based Foods and Consumer Behaviour towards Organic Food: The Case of Nepal
title_fullStr	Intake of Animal-Based Foods and Consumer Behaviour towards Organic Food: The Case of Nepal
title_full_unstemmed	Intake of Animal-Based Foods and Consumer Behaviour towards Organic Food: The Case of Nepal
title_sort	intake of animal-based foods and consumer behaviour towards organic food: the case of nepal
publisher	MDPI AG
publishDate	2021
url	https://doaj.org/article/3869f70cf1934439977bfa25127a463a
work_keys_str_mv	AT mausambudhathoki intakeofanimalbasedfoodsandconsumerbehaviourtowardsorganicfoodthecaseofnepal AT sujitapandey intakeofanimalbasedfoodsandconsumerbehaviourtowardsorganicfoodthecaseofnepal
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Intake of Animal-Based Foods and Consumer Behaviour towards Organic Food: The Case of Nepal

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