International Journal of Economics, Commerce and Management Research Studies
Volume 1, Issue 1, August - 2018
Review on Consumer Buying Behaviour and its
Influence on Emotional Values and Perceived
Quality with Respect to Organic
Food Products
Chowdappa.V
MBA Student of Management and Commerce
Ramaiah University of Applied Sciences
Bangalore in India
Abstract:- The Aim of this study is to identify the critical
factors influencing sustainability of the organic food
products. Literature survey has been carried out from
the scholarly journals and relevant factors have been
identified which influences sustainability of consumer
buying behaviour on organic food products. Based on
the literature survey the author suggested to build
conceptual framework based on the factors such as
Quality, Emotional Values, Buying Behavior, Ethical
Values In addition, the independent variables have been
identified through literature gap and the new conceptual
framework has been developed hypothetically to test the
factors which influence Sustainability of consumer
attitude towards organic food products. Since the study
is limited to critical literature review, the author has
gone ahead with the study for the development of new
conceptual framework.
Keywords:- Perceived Quality, Emotional Values, Buying
Behavior, Ethical Values.
I. INTRODUCTION
The quality of organic food is made up of two
important dimensions, include food safety and
sustainability. Therefore, organic foods with low chemical
residues are becoming popular all over the world. The
proportion of people, who consume green foods but the
attitude the main objective of this study is to examine
organic foods was influenced by psychological factors such
as awareness, attitude and intention to buy organic food.
Healthy content, free pesticide, freshness, environmentally
friendly benefits and more. For convenience, these potential
consumers take actual buying behaviour for organic foods.
First, this study explores factors that affect summer attitudes
to organic foods. Harper and Macaroni, (2012). The belief in
organic food purchasing behaviour that purchasing intent is
different suggests that marketers of organic foods should
segment their markets and establish marketing plans and
strategies. The advent of consumer behaviour can provide
details about the factors that actually affect the purchase of
organic food, which in turn can help marketers to effectively
promote and penetrate the food market. It emphasizes that
health creates a good way of thinking about organic food
consumption to prevent disease. It is also closely related to
consumers' purchasing behaviour and thinking style by
investigating the purchasing intentions of customers who are
IJECMRS18AG21 www.ijecmrs.com
Dr. G Devakumar
Head Marketing Management
Faculty of Management and Commerce
Ramaiah University of Applied Sciences, Bangalore in India
interested in health (Harper and Macaroni, 2013). The
performance analysis of organic foods has been discussed
and studied by researchers in many countries, including
India. Here is a summary of important works that study
organic consumers' perceived quality, purchasing behaviour
and emotional value and their impact on the sustainability of
organic food. The main focus is related to the perceived
quality of food by ethnocentrism of consumers. The
relationship between consumers is determined by the
performance of this study. This is not related to the purchase
intention of organic food, but it affects the quality of the
product. Casey (2015) consumer perceptions and understand
the knowledge of organic food products and purchasing
practices. However, the demand for organic products is
accompanied by consumer awareness and belief that organic
foods are healthier. Chembez and Herbert1, (2017) the
relationship between attitudes of consumers and their
intention to buy organic food. Pittawat and Santiteeraku,
(2014) consumer attitudes and actual purchasing behaviour
carefully divide the market and establish marketing plans
and strategies so that these potential consumers are healthy,
free of pesticides, fresh and environmentally friendly. Singh
and Burma, (2017) consumer’s Actual Purchasing
Behaviour for Organic Foods The purpose of this study is to
investigate the consumer’s actual purchasing behavioural
mechanism for organic foods. First, this study explores
factors that affect summer attitudes to organic foods.
(Kumar et al., 2012) Therefore, this study aims to formulate
an understanding of the effects of perceived quality and
emotional value on the Indian consumers' choice behaviour
between organic and local products.
II. LITERATURE REVIEW
Analysis of organic food products performance has
been discussed and researched by research scholars in many
countries including India. A brief write up highlighting such
notable work which studies the Perceived Quality, Buying
Behavior and Emotional Value of organic consumers and
their impact on sustainability of organic foods are as
follows.
A. Consumer Perceived Quality
Perceived quality can be defined as the customer's
perception of the overall quality or advantage of a product
or service in relation to its intended purpose as compared to
an alternative. Consumer understood perceptions of the
81
 International Journal of Economics, Commerce and Management Research Studies
quality of organic food and the price of making purchasing
decisions (Dodds et al., 2014). Customer ethnocentrism is
expected to focus on organic food as well as food safety,
human health and environmental issues Consumer
preference. (Shafiea and Rennie, 2013) Perceived quality
also provides value to consumers by providing reasons to
differentiate organic foods from competing brands. Research
results are in many areas such as distribution and marketing
for future research that can be directly or indirectly helping
to market development and expanding reach of organic food
worldwide. Ranaa and Paul, (2017) Marketers need to
understand the factors that affect the demand for organic
food. They need to explore certain factors in attracting
consumers who do not buy organic food. Tsiaotso, (2012)
proved that perceived quality can be used to predict
purchase intentions by demonstrating a direct positive
correlation between perceived quality and purchase
intentions.
B. Consumer Emotional Value
The relationship between consumers' feelings and
perceptions of organic foods related to primary health.
Consumers are more likely to take a positive attitude toward
green food when they are more interested in environmental
issues and health consciousness (Ueasangkomsatea and
Santiteeraku, 2014). Consumers' feelings about organic
foods are diverse due to consumer creativity and the need
for creativity in organic foods. The positive relationship
between the need for Indian consumers 'originality and the
consumers' feelings for organic food consumers has adopted
the global brand as a means of communicating their identity,
which may be different from social systems. (Khattak and
Shah, 2012) The most common stimuli examined in this
study are attitude, assessment, perception, preference, will
and purchase behaviour. Thus, the impact on the two basic
actors in total marketing systems, consumers and
practitioners is largely due to lack of sufficient theoretical
application and development from a macro marketing
perspective (Howlett and Stokes, 2014).
C. Buying Behavior
Consumer buying behavior of organic foods has been
influenced by psychological factors such as perceptions,
attitudes and intent to purchase organic foods. The
emergence of organic foods has changed with traditional
suppliers increasingly competing with new suppliers.
Traditional organic food stores are also included in
traditional Bangalore supermarkets and shopping malls,
including Orion Mall, Gopalan Mall, UB city and Mantri
Mall. Consumer behavior can provide details about the
factors that actually affect organic food purchases Burress,
and Eicher (2012). Marketers can help promote organic food
market efficiently and it emphasizes that health creates a
good way of thinking about organic food consumption to
prevent disease. Harper and Macaroni, (2013) Consumer
perceptions and understand organic food and buying
behavior. The buyer approached while shopping for food at
two retail chains. Marketers of organic foods need to be
innovative and dynamic to compete with the changing
purchasing behavior of the organic food market among large
urban dwellers. However, the demand for organic products
has improved the belief system for organic foods as well as
IJECMRS18AG21 www.ijecmrs.com
Volume 1, Issue 1, August - 2018
consumer purchasing behavior (Oluwoye, Chembez and
Herbert1 2017). Purchasing behavior is the decision-making
process and behavior of those who purchase and use the
product. Consumer buying behavior is defined as the study
of purchasing units and exchange processes related to the
acquisition, consumption and disposal of goods, services,
experiences and ideas.
D. Ethical Values
The ethical values focus on exploring the concept of
mistrust of organic foods by consumers to support
information on organic food labels. Sweeney and Soutar,
(2014) Ethical value is defined as the benefit derived from
the emotional or expressive state that a product generates.
Ethical value is an advantage that can be gained by
experiencing something new or something different. Dodds
et al. (2015) Presents an organic opinion on the positive
impact of moral values on purchasing intention. This
includes the ethical value consumers can get from a fun and
enjoyable experience. Bagozzi et al. (2013) Demonstrates
that the ethical value associated with consumption is shaped
by consumer considerations. Consumers who can trace the
origin of food at the point of purchase can put additional
pressure on the food industry. Dowd and Burke, (2013) the
ethical value of organic food products will not be perceived
as being of low quality and that eco-friendly consumption
will help enhance the quality of the environment. This
research focuses on the term "sustainable food", which is a
term that summarizes consumers who are interested in
purchasing authentic organic products and other ethical
aspects of food selection. Investigate the moral factors of
food purchasing. However, considering only the purchase of
certified organic produce, part of the market will be
excluded. Focuses on foods that have the same level of trust
as buyers are connected to producers or food is grown in a
sustainable way.
III. BACKGROUND OF THE STUDY
Analysis of organic food products performance has
been discussed and researched by research scholars in many
countries including India. A brief write up highlighting such
notable work which studies the Perceived Quality, Buying
Behavior and Emotional Value of organic consumers and
their impact on sustainability of organic foods are as
follows: Customers are eager to buy health food. To explore
potential organic foods, it is important to understand that
consumers are interested in food quality and food system
issues. Check your consumer's knowledge of organic food
evaluation. Consumers should therefore provide clear and
reliable information about organic foods. Consumers think
they know more about their perceptions. Research has been
proven by the basic value of purchasing decisions and the
situation in which decisions are made. Consider the positive
perception of organic food, how you can buy consumer
opinions realistically, and how many non-buyers can reach
you.
IV. CONCEPTUAL FRAMEWORK
The following Figure 1 shows the development of
conceptual framework with the critical influencing factors
such as Perceived Quality, Emotional Value and Buying
82
 International Journal of Economics, Commerce and Management Research Studies
Behavior used to develop the framework which will be
tested and data analysis carried out in the following chapter
Fig 1:- Conceptual Framework
H1: Perceived Quality,
H2: Emotional Value,
H3: Buying Behavior
Vs Consumer Attitude
Sustainable growth encompasses consumer attitude
model that creates value consistent with the long-term
preservation and enhancement to motivate a research plan
towards Consumer Buying Behavior. Hence through this
review paper author would like to propose a conceptual
framework as shown in figure no 1.
V. DISCUSSION AND RESEARCH IMPLICATIONS
This study delivers three important results for research.
Firstly, this study amplifies the literature of consumer
buying Behavior by providing comprehensive and a
methodical information about the parameters influencing the
organic food products sustainability. The literature review
reveals the relationship between the various parameters
responsible for the organic food sustainability. Among those
parameters, three important parameters such as Perceived
Quality, Buying Behavior and Emotional Value were
identified.
Second, this study has helped to develop a conceptual
framework taking into consideration the independent
parameters such as Perceived Quality, Buying Behavior and
Emotional Value for organic food outlets sustainability.
Third, survey questionnaire would be developed for
the primary data collection from the proposed targeted
audience in Bengaluru.
VI. CONCLUSION
A methodical and significant review was conducted to
give an in-depth analysis of the parameters influencing the
organic products sustainability of Various Scopus indexed
journal articles from the year 2012 to 2017 were considered
for literature review. Based on the gaps identified from the
literature review, the independent parameters such as
Perceived Quality, Emotional Value, Buying Behavior and
Ethical Value were derived. A Conceptual framework for
IJECMRS18AG21 www.ijecmrs.com
Volume 1, Issue 1, August - 2018
startup sustainability has been developed. It was identified
that organic food products do not survive. Due to various
reasons hence this reason does helped to carry out through
literature survey and the gap has been identified on the
influence factors to the sustainability of organic food
products. Though there are number of researchers have
already carried out on sustainability of organic food
products, majority of the authors have identified with the
combination of different factors and variables for their
research. In this study the author has identified the different
factors which are all the critical influencing factors such as
Perceived Quality, Emotional Value, Buying behavior and
ethical values which will have significant impact on
consumer buying behavior with respect to organic food
products.
VII. LIMITATIONS OF THE STUDY
This is study is limited to the review of literature from
Scopus indexed journals. As this is an ongoing research, the
researcher might explore the additional related journals with
the identification of factors would be taken forward for the
next level.
 Conflict of Interest
The authors declare no conflict of interest.
REFERENCES
[1]. Andrea Insch, Erin Jackson (2014) Consumer
understanding and use of country-of-origin in food
choice. International journal of contemporary
management. 2014 pp. 500-505.
[2]. Anupam singh, Priyanka verma (2017) Factors
influencing Indian consumers actual buying behavior
towards organic food products. international Journal Vol
167 (2017) 473e483474 pp. 186-190.
[3]. Aznur Aisyaha, Zainah Abdullahb, Mimiko Nezu c
(2015) Japanese Food Product Purchase Intention journal
of development of food practices Vol.56(4) pp. 301-330.
[4]. Christopher L. Newman1, Elizabeth Howlett (2014)
Country-of-Origin Food Labeling Research” Journal of
Macro marketing 2014, Vol. 34(4) pp.505-519.
[5]. Ferran Vendrell-Herreroa, Emanuel Gomesa,d, Simon
Collinsona, Glenn Parryb, Oscar F. Bustinzac (2016)
Perceived quality and emotional value that influence
consumer’s purchase intention towards American and
local products” International Business Review 27
(2018)pp.173–185.
[6]. Farah Ayuni Shafiea and Denise Rennie (2013)
Consumer Perceptions towards Organic Food “Social
and Behavioral Sciences Vol 49 (2013) pp.360 – 367.
[7]. Harrychand D. Kalachakra Effect And Influence Of
Country-Of Origin On Consumers’ Perception Of
Product Quality And Purchasing Intentions Volume 13,
Number 5(75).
[8]. Jyoti Ranaa, and Justian Paul Consumer behavior and
purchase intention for organic food” Small business
economics Vol 38 (2017) pp.157–165.
[9]. Jacob Oluwoye, Duncan Chembez, and Berneece
Herbert1 “Consumer Perception of Organic Food
Products and Purchase Behavior of Shopping in Outlets
83
 International Journal of Economics, Commerce and Management Research Studies
Volume 1, Issue 1, August - 2018
of Retail Chains” Vol. 4(3) 24 September, 2017. pp 128-
138.
[10]. Kylie Dowd, Karena J, Burke (2013) Influence of ethical
value and food choice motivations on intentions on
purchase sustainably sourced foods. 4(36), pp.503-520.
[11]. Mei-Fang Chen, Chien-Hsien Huang (2013) Impact of
the food traceability system and consumer Purchase
intention. Journal of marketing Vol.33 (2013) pp.313-
389.
[12]. Muhammad Kashif Zainudin, Awang John Walsh, Umair
Altaf (2015) understanding consumer emotions and
perceived service quality of US fast food brands.
International Journal of Consumer Studies ISSN 1470-
6423.
[13]. Nor Hazlin Nor Asshidin, Nurazariah Abidina, Hafizzah
Bashira Borhanb (2015) Consumer Attitude and
Uniqueness towards International Products”pp.715–723.
[14]. Pittawat Ueasangkomsatea, Salinee Santiteeraku (2016)
A study of consumers’ attitudes and intention to buy
organic foods for sustainability”(2016) pp.423 – 430.
[15]. Sylvain Charlebois, Anita Schwab, and Raphael Henn
(2016) an exploratory studies for measuring consumer
perception towards mislabeled food.2016, pp.126-133.
[16]. Susanne Padel, Carolyn Foster and Cheltenham (2015)
Understanding why consumers buy or do not buy organic
food journal of management innovation Vol. 107 Issue:
8, pp.606-625.
[17]. Tao Wang, Ling Jaho and Yupeng Mou (2014) Study of
country of origin image legitimacy theory prospective
Evidence from USA and India” product and influence on
self-authentication intentions” Business strategy and
innovation Vol (42), 10MJanuary2016.pp.120-135e
[18]. Groff, A.J., Kreidor, C.R., Toensmeyer, U.C., 1993.
Analysis of the Delaware market for organically grown
products. J. Food Distrib. Res. 24, pp.118–125.
[19]. Grosglik, R., 2016. Citizen-consumer revisited: the
cultural meanings of organic food environmental
attitudes and buying of organic foods.pp.286-302.
[20]. J. Econ. Psychol. 16 (1), 39–62. Harper, G.C.,
Makatouni, A., 2010. Consumer perception of organic
food production and farm animal welfare. Br. Food J.
104 (3/4/5), pp.287–299.
[21]. Hansen, B., Alroe, H.F., Kristensen, E.S., Wier, M.,
2013. Assessment of Food Safety in Organic Farming-
DARCOF. Working papers no. 52, Danish Research
Centre for Organic Farming, Denmark.
[22]. Harris, B., Burress, D., Eicher, S., 2012. Demand for
Local and Organic Produce: A Brief Review of the
Literature (No. 254A). Institute for Public Policy and
Business Research, University of
Kansas,Lawrence.pp.254-289.
[23]. Haugtvedt, C.P., Petty, R.E., Cacioppo, J.T., 2008. Need
for cognition and advertising: understanding the role of
personality variables in consumer behavior. J. Consum.
Psychol. 1 (3), pp. 239–260.
[24]. Honkanen, P., Verplanken, B., Olsen, S.O., 2006. Ethical
values and motives driving organic food choice. J.
Consum. Behav.pp.420–430.

IJECMRS18AG21 www.ijecmrs.com 84