Exploring consumer’s perception and preferences towards purchase of non-certified organic food: A qualitative perspective

Thisis the first study that explores consumer perception, preferences, and barriers in the purchase of non-certified organic food. The qualitative approach was applied to investigate the phenomena in real-life settings. Twenty-eight interviews were conducted from organic shoppers in specialized orga...

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Autores principales:	Hasan Ali Mughal, Farida Faisal, Munawar Naz Khokhar
Formato:	article
Lenguaje:	EN
Publicado:	Taylor & Francis Group 2021
Materias:	non-certified organic food purchase decision map qualitative rural prosperity pakistan Business HF5001-6182 Management. Industrial management HD28-70
Acceso en línea:	https://doaj.org/article/f168436738be44debf27c1558aabf971
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spelling	oai:doaj.org-article:f168436738be44debf27c1558aabf9712021-12-02T18:00:51ZExploring consumer’s perception and preferences towards purchase of non-certified organic food: A qualitative perspective2331-197510.1080/23311975.2021.1984028https://doaj.org/article/f168436738be44debf27c1558aabf9712021-01-01T00:00:00Zhttp://dx.doi.org/10.1080/23311975.2021.1984028https://doaj.org/toc/2331-1975Thisis the first study that explores consumer perception, preferences, and barriers in the purchase of non-certified organic food. The qualitative approach was applied to investigate the phenomena in real-life settings. Twenty-eight interviews were conducted from organic shoppers in specialized organic food markets. Data were analyzed from detailed parts to categories, themes, dimensions, and codes. Finding shows that organic food buyers are well aware of organic food benefits by virtue of its production methods. Although there are similarities in results between certified and non-certified organic food, however, many unique themes such as subcategories of health motives, various dimensions of trust, role of sales person, inelastic price, role of organic food cues, deceptive marketing, etc. are explored. Based on consumption motives, several categories of organic food consumers are also reported. The research has contributed to the literature by offering a consumer decision map that depicts important factors that play a vital role in the purchase of non-certified organic food. The pragmatic insight offered in this study can assist growers, enterprises, and policy makers in developing consumer understanding especially in ninety two other countries operating without organic food regulations. The results will be useful in developing a quantitative model for future studies.Hasan Ali MughalFarida FaisalMunawar Naz KhokharTaylor & Francis Grouparticlenon-certifiedorganic foodpurchase decision mapqualitativerural prosperitypakistanBusinessHF5001-6182Management. Industrial managementHD28-70ENCogent Business & Management, Vol 8, Iss 1 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	non-certified organic food purchase decision map qualitative rural prosperity pakistan Business HF5001-6182 Management. Industrial management HD28-70
spellingShingle	non-certified organic food purchase decision map qualitative rural prosperity pakistan Business HF5001-6182 Management. Industrial management HD28-70 Hasan Ali Mughal Farida Faisal Munawar Naz Khokhar Exploring consumer’s perception and preferences towards purchase of non-certified organic food: A qualitative perspective
description	Thisis the first study that explores consumer perception, preferences, and barriers in the purchase of non-certified organic food. The qualitative approach was applied to investigate the phenomena in real-life settings. Twenty-eight interviews were conducted from organic shoppers in specialized organic food markets. Data were analyzed from detailed parts to categories, themes, dimensions, and codes. Finding shows that organic food buyers are well aware of organic food benefits by virtue of its production methods. Although there are similarities in results between certified and non-certified organic food, however, many unique themes such as subcategories of health motives, various dimensions of trust, role of sales person, inelastic price, role of organic food cues, deceptive marketing, etc. are explored. Based on consumption motives, several categories of organic food consumers are also reported. The research has contributed to the literature by offering a consumer decision map that depicts important factors that play a vital role in the purchase of non-certified organic food. The pragmatic insight offered in this study can assist growers, enterprises, and policy makers in developing consumer understanding especially in ninety two other countries operating without organic food regulations. The results will be useful in developing a quantitative model for future studies.
format	article
author	Hasan Ali Mughal Farida Faisal Munawar Naz Khokhar
author_facet	Hasan Ali Mughal Farida Faisal Munawar Naz Khokhar
author_sort	Hasan Ali Mughal
title	Exploring consumer’s perception and preferences towards purchase of non-certified organic food: A qualitative perspective
title_short	Exploring consumer’s perception and preferences towards purchase of non-certified organic food: A qualitative perspective
title_full	Exploring consumer’s perception and preferences towards purchase of non-certified organic food: A qualitative perspective
title_fullStr	Exploring consumer’s perception and preferences towards purchase of non-certified organic food: A qualitative perspective
title_full_unstemmed	Exploring consumer’s perception and preferences towards purchase of non-certified organic food: A qualitative perspective
title_sort	exploring consumer’s perception and preferences towards purchase of non-certified organic food: a qualitative perspective
publisher	Taylor & Francis Group
publishDate	2021
url	https://doaj.org/article/f168436738be44debf27c1558aabf971
work_keys_str_mv	AT hasanalimughal exploringconsumersperceptionandpreferencestowardspurchaseofnoncertifiedorganicfoodaqualitativeperspective AT faridafaisal exploringconsumersperceptionandpreferencestowardspurchaseofnoncertifiedorganicfoodaqualitativeperspective AT munawarnazkhokhar exploringconsumersperceptionandpreferencestowardspurchaseofnoncertifiedorganicfoodaqualitativeperspective
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Exploring consumer’s perception and preferences towards purchase of non-certified organic food: A qualitative perspective

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