Chapter 2 of this study presents an overview of literature on Health Consciousness, Ecological Motives
(environmental concern and environmental protection), Food Safety Concern,
Personal Consumer Traits (self efficiency, need for interaction and inherent
novelty seeking) and Situational Factors (peer influence and time pressure),
Consumes Involvement on buying organic food and Purchase Intention. The
relationships between variables are justified in light of related theories.
Hypotheses have been created under the shadow of theoretical analysis.
2.1. Health Consciousness:
HC is the level to which health concerned are properly
equally with a person’s daily activities. This study investigated and depicts
the HC and how it is relate to their consumption of organic foods. (Hoda. A; Carroll.J, Rabolt, N. K; 2016).
A food products consumption motives have been evaluated as a
healthy and pure food eating daily by food consumers. But have no confirmation.
(Seal & Brandt, 2007).
Consumers relate OF as being
preferabled for the ecological motives (Lea and Worsley, 2005 and Makatouni,2002), that makes a consumer decision to buy
organic food’s purity and naturalness
such as use of little necessary pesticides and food antibacterial, ecological
favorable are more important than those of fast foods. Organic food face
challenges against global warming, the production of organic food helps to
overcome the barriers. (2011, 2014).
2.3. Food Safety Concern:
Since organic food
farming emphasizes capable of being continued at same level, that is clear from harmful pesticides, environmental concern
and protection and friendliness for health (Taiwan Organic Information Portal, 2013), the only way to purchase organic foods to overcome the
majority of is the residual harmful chemicals for growing food synthetically. (Velimirov&Lindenthal, 2012).
2.4. Personal Consumer Traits:
the want for OF is frequently increasing in developing countries. The habit
comes from the changes in lifestyle of the fast faced world which has seen some
lack in the conventional food safety. (Jacqueline.S; JunikaPani.J. 2010).
According to user’s recognition of OFs, consumer acknowledges
organic foods to be pure, safe and healthy than fast foods because OF are
growing without any chemicals. (Lea and Worsley, 2005,; Padel and Foster, 2005)
2.5: Situational Factors:
Purchase choice motives
of consumers for food reflect involvement into food production. Though, user’s
temptation in process of food product attributes does not perceive into
purchase intentions. (G. Grunert. K; Leobnitz.N; 2015).Many
customers act happen only under certain situation like peer influence and time pressure.
The situations influence consumer PI of OF or OP and involvement in buying as
well. Belk, R. W. (1974) depicts the
situational factors as, all those factoring particulates to a time and place of
observation which do not following from memory of personal to person and stimulating
allocation the products and which have been to the significant proper effect on
the following current purchase behavior of the OF.2.6. The mediating effect of Involvement:
In OF the level of involvement has been perceived as an
important component effecting consumption motives. (Laaksonen, 1994). Such involvement may manage organic food’s
purchase intention with needs, nostalgic values and future motivation of
consumer’s purchase behavior. Consumers have the high level of involvement for
organic products than fast food due to food choice motives. (Barrena and Sánchez, 2010, Lind, 2007 and Thøgersen et al., 2012). About OF issues Consumers may feel
very much concerned, like if OF are healthy and pure or not. (Aertsens et al., 2009).
Bravo, Cordts, Schulze, and Spiller (2013).