Harvest to basket: understanding drivers of organic food purchase behaviour through interpretive structural modelling and MICMAC approach
Abstract
Purpose
The purpose of this study is to examine the determinants impacting consumer behaviour in organic food consumption in Bangladesh. This study aims to identify the key factors facilitating organic food consumption and establish a framework by analysing their contextual relationships.
Design/methodology/approach
The study used interpretive structural modelling (ISM), relying on expert perspectives from experienced academicians and marketing professionals. A Matrice d'Impacts Croisés Multiplication Appliqués à un Classement (MICMAC) analysis was performed to assess the driving forces and interdependencies among these determinants.
Findings
The MICMAC analysis grouped determinants influencing organic food purchases into four categories. The dependent factors, like attitude and food safety, showed moderate driving forces and high dependence. Linkage determinants, such as environmental concern and price, exerted considerable influence with moderate dependence. Independent variables, especially knowledge about organic food, had a strong impact with relatively low dependence.
Practical implications
This study’s insights offer valuable guidance for managers in the organic food industry, providing strategies to address consumer behaviour. Prioritising education on environmental benefits, transparent pricing, collaborating on policies, ensuring food safety and understanding determinants impacting purchase intent can aid in designing effective marketing strategies and product offerings aligned with consumer needs, ultimately promoting sustainability.
Originality/value
To the best of the authors’ knowledge, this study is the first to investigate the interconnections and relative significance of determinants influencing organic food purchases, using the ISM approach and MICMAC analysis. It delves into the previously unexplored territory of understanding the relationships and hierarchical significance of these determinants in shaping consumer behaviour towards organic food purchases.
Keywords
Acknowledgements
Declaration of conflicting interests: The authors, the undersigned authors of the manuscript titled “Harvest to Basket: Understanding Drivers of Organic Food Purchase Behaviour through Interpretive Structural Modeling and MICMAC Approach”, hereby declare that the authors have no conflicts of interest concerning this research work. None of the authors involved in this study have financial or personal relationships with individuals or organisations that could potentially influence the objectivity or validity of the research presented in this manuscript. There are no affiliations or financial involvements with any organisation or entity that might pose a conflict of interest. The authors affirm that this research has been conducted with complete impartiality and integrity, without any external influences that could unduly affect the interpretation or presentation of the study’s findings.
Ethical statement: This study, “Harvest to Basket: Understanding Drivers of Organic Food Purchase Behaviour through Interpretive Structural Modeling and MICMAC Approach”, has been conducted in accordance with ethical principles and guidelines. All procedures involving human participants were conducted ethically, ensuring compliance with relevant regulatory standards and obtaining informed consent from all participants. The authors affirm the commitment to upholding ethical standards throughout the research process, ensuring the welfare, confidentiality and rights of all participants and subjects involved in this study.
Funding statement: This research manuscript, “Harvest to Basket: Understanding Drivers of Organic Food Purchase Behaviour through Interpretive Structural Modeling and MICMAC Approach”, was conducted without external financial support or funding from any organisation, agency or individual. The authors declare that no specific grants, funding or sponsorships were received that could have influenced the design, execution or reporting of the research outcomes presented in this manuscript.
Citation
Ashrafi, D.M. and Maoua, J. (2024), "Harvest to basket: understanding drivers of organic food purchase behaviour through interpretive structural modelling and MICMAC approach", Journal of Modelling in Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JM2-12-2023-0299
Publisher
:Emerald Publishing Limited
Copyright © 2024, Emerald Publishing Limited