Analysis of factors that influenced consumers' decision to online shop organic food during Covid-19

There is a significant amount of research in the world on the factors that influence consumers' decision to buy organic food using traditional sales channels. There is also a lot of research related to the factors that influence consumer decision to online shop groceries. However, to our knowle...

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Autores principales:	Ćirić Maja, Ignjatijević Svetlana, Ilić Dragan, Puvača Nikola, Brkanlić Sandra
Formato:	article
Lenguaje:	EN SR
Publicado:	University of Kragujevac, Faculty of Agronomy, Cacak 2021
Materias:	consumer decision organic food online shopping covid-19 pandemic Agriculture S
Acceso en línea:	https://doaj.org/article/925239703de2468c9160d46a4caceac8
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spelling	oai:doaj.org-article:925239703de2468c9160d46a4caceac82021-12-05T18:00:31ZAnalysis of factors that influenced consumers' decision to online shop organic food during Covid-190354-95422560-314010.5937/AASer2151011Chttps://doaj.org/article/925239703de2468c9160d46a4caceac82021-01-01T00:00:00Zhttps://scindeks-clanci.ceon.rs/data/pdf/0354-9542/2021/0354-95422151011Q.pdfhttps://doaj.org/toc/0354-9542https://doaj.org/toc/2560-3140There is a significant amount of research in the world on the factors that influence consumers' decision to buy organic food using traditional sales channels. There is also a lot of research related to the factors that influence consumer decision to online shop groceries. However, to our knowledge, there is an extremely modest amount of research on how and why consumers decide to online shop organic food. The Covid-19 pandemic has led to an increase in consumer propensity to shop online, so this topic has gained in importance. Therefore, the aim of this paper was to determine the factors that most influenced consumers' decision to online shop organic food during the Covid-19 Pandemic. The survey was carried out in Serbia by using a questionnaire developed specifically for this purpose, based on questions from 9 relevant surveys in the world. Factor analysis and standard multiple regressions were used to analyze the data obtained from the survey. Four factors have been identified that influenced the online shopping organic food during the Covid-19 Pandemic. The first and most important factor is the Attributes of organic food and deterrents for purchasing. The second important factor is the advantages of online shopping, Covid-19 Pandemic consequences, and organic food labeling. While the third factor (Website characteristics and satisfaction with online shopping) and the fourth factor (Safety of online shopping) are of minor importance. At the end of the paper recommendations for improvement marketing strategy for online selling organic food are given.Ćirić MajaIgnjatijević SvetlanaIlić DraganPuvača NikolaBrkanlić SandraUniversity of Kragujevac, Faculty of Agronomy, Cacakarticleconsumer decisionorganic foodonline shoppingcovid-19 pandemicAgricultureSENSRActa Agriculturae Serbica, Vol 26, Iss 51, Pp 11-18 (2021)
institution	DOAJ
collection	DOAJ
language	EN SR
topic	consumer decision organic food online shopping covid-19 pandemic Agriculture S
spellingShingle	consumer decision organic food online shopping covid-19 pandemic Agriculture S Ćirić Maja Ignjatijević Svetlana Ilić Dragan Puvača Nikola Brkanlić Sandra Analysis of factors that influenced consumers' decision to online shop organic food during Covid-19
description	There is a significant amount of research in the world on the factors that influence consumers' decision to buy organic food using traditional sales channels. There is also a lot of research related to the factors that influence consumer decision to online shop groceries. However, to our knowledge, there is an extremely modest amount of research on how and why consumers decide to online shop organic food. The Covid-19 pandemic has led to an increase in consumer propensity to shop online, so this topic has gained in importance. Therefore, the aim of this paper was to determine the factors that most influenced consumers' decision to online shop organic food during the Covid-19 Pandemic. The survey was carried out in Serbia by using a questionnaire developed specifically for this purpose, based on questions from 9 relevant surveys in the world. Factor analysis and standard multiple regressions were used to analyze the data obtained from the survey. Four factors have been identified that influenced the online shopping organic food during the Covid-19 Pandemic. The first and most important factor is the Attributes of organic food and deterrents for purchasing. The second important factor is the advantages of online shopping, Covid-19 Pandemic consequences, and organic food labeling. While the third factor (Website characteristics and satisfaction with online shopping) and the fourth factor (Safety of online shopping) are of minor importance. At the end of the paper recommendations for improvement marketing strategy for online selling organic food are given.
format	article
author	Ćirić Maja Ignjatijević Svetlana Ilić Dragan Puvača Nikola Brkanlić Sandra
author_facet	Ćirić Maja Ignjatijević Svetlana Ilić Dragan Puvača Nikola Brkanlić Sandra
author_sort	Ćirić Maja
title	Analysis of factors that influenced consumers' decision to online shop organic food during Covid-19
title_short	Analysis of factors that influenced consumers' decision to online shop organic food during Covid-19
title_full	Analysis of factors that influenced consumers' decision to online shop organic food during Covid-19
title_fullStr	Analysis of factors that influenced consumers' decision to online shop organic food during Covid-19
title_full_unstemmed	Analysis of factors that influenced consumers' decision to online shop organic food during Covid-19
title_sort	analysis of factors that influenced consumers' decision to online shop organic food during covid-19
publisher	University of Kragujevac, Faculty of Agronomy, Cacak
publishDate	2021
url	https://doaj.org/article/925239703de2468c9160d46a4caceac8
work_keys_str_mv	AT ciricmaja analysisoffactorsthatinfluencedconsumersdecisiontoonlineshoporganicfoodduringcovid19 AT ignjatijevicsvetlana analysisoffactorsthatinfluencedconsumersdecisiontoonlineshoporganicfoodduringcovid19 AT ilicdragan analysisoffactorsthatinfluencedconsumersdecisiontoonlineshoporganicfoodduringcovid19 AT puvacanikola analysisoffactorsthatinfluencedconsumersdecisiontoonlineshoporganicfoodduringcovid19 AT brkanlicsandra analysisoffactorsthatinfluencedconsumersdecisiontoonlineshoporganicfoodduringcovid19
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Analysis of factors that influenced consumers' decision to online shop organic food during Covid-19

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