Is it All about the Price?
An Analysis of the Purchase Intention for Organic Food in a Discount Setting by Means of Structural Equation Modeling
Katt, F.; Meixner, O. (2020): Is It All about the Price? An Analysis of the Purchase Intention for Organic Food in a Discount Setting by Means of Structural Equation Modeling. Foods, 9, 458.
The paper investigates the purchase intention for organic food in discount supermarkets by means of a structural equation model. In this context, the question arises whether price remains of primary importance in discount supermarkets even for premium products such as organic. The analysis shows that both health and environmental awareness have a positive effect on the purchase intention for organic products, whereas price awareness, which is traditionally strong in the discount sector, exerts a negative influence. Price alone is therefore not a sufficient argument for buying organic products in the discount sector. Customers' health and environmental awareness must also be addressed in this sales channel.
Link to article: https://www.mdpi.com/2304-8158/9/4/458#cite