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المؤلفSekhar, Chandra
المؤلفKrishna, Swati
المؤلفKayal, Ghadeer G.
المؤلفRana, Nripendra P.
تاريخ الإتاحة2023-06-12T07:32:36Z
تاريخ النشر2021-08-03
اسم المنشورBritish Food Journal
المعرّفhttp://dx.doi.org/10.1108/BFJ-03-2021-0326
الاقتباسSekhar, C., Krishna, S., Kayal, G. G., & Rana, N. P. (2021). Does brand credibility matter? The case of organic food products. British Food Journal, 124(3), 987-1008.
الرقم المعياري الدولي للكتاب0007-070X
معرّف المصادر الموحدhttps://www.scopus.com/inward/record.uri?partnerID=HzOxMe3b&scp=85111703098&origin=inward
معرّف المصادر الموحدhttp://hdl.handle.net/10576/44374
الملخصPurpose: This study's main objective is to investigate the influence of brand credibility on the intention to purchase organic food. In addition, this research studies the moderating role of customer ethnocentricity as well as the mediating role of customer value. Design/methodology/approach: To explore correlations between brand credibility and purchase intentions, cross-sectional data were collected from 433 Indian consumers. The data were analysed by structural equation modelling. Findings: The findings indicate that brand credibility is positively related to purchasing intention. The association between brand credibility and purchasing intentions is partially mediated by customer value. Customer ethnocentrism was also shown to have a negative moderation effect. Healthiness, high quality and sensory properties (i.e. natural taste) were found to be some of the most significant organic food characteristics, according to Indian consumers. Research limitations/implications: The research is confined to India's geographical area, specifically the National Capital Regions. Practical implications: To increase the purchase frequency of local or global branded organic food, businesses can include rational features in their marketing method such as the health benefits compared to the conventional product, a better emphasis on environmental safety and the social advantages of organic food. Originality/value: This study develops an integrative model, including brand credibility (PBG & PBL), to predict organic food purchase intentions. This is an important contribution as, according to the results of the literature review, no previous studies have analysed these relationships.
اللغةen
الناشرEmerald Publishing
الموضوعBrand credibility
Brand globalness
Brand localness
Customer ethnocentrism
Customer value
Organic food
Purchase intentions
العنوانDoes brand credibility matter? The case of organic food products
النوعArticle
الصفحات987-1008
رقم العدد3
رقم المجلد124
dc.accessType Abstract Only


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